Exploring 2024 travel trends: key insights from our Holiday Horizons white paper
“Nearly 37 million Brits plan to go on at least one holiday during the remainder of 2024, with over 23 million people planning multiple holidays.”
Earlier this year, holiday bookings were reported as falling due to ongoing market pressures and the impact of the cost-of-living crisis. Together with our partners, Opinium, we have conducted an in-depth analysis of the UK public’s attitudes towards travelling this year. We explored where people are planning to go, what types of holidays are growing in popularity, and what expenditures are being prioritised over holidays this year.
Why you should read the full report
Holiday Horizons is a treasure trove of detailed data and insights, meticulously gathered and analysed to provide a clear picture of what to expect in the travel industry for the remainder of the year. What you can expect to gain from the full report:
In-Depth Analysis: Gain a deeper understanding of how different generations are planning their holidays and what factors influence their decisions.
Actionable Insights: Discover actionable insights that can help you tailor your travel offerings to align with current trends.
Comprehensive Data: Access extensive data on spending habits, destination preferences, and the impact of financial constraints on travel.
A snapshot of our key findings from Holiday Horizons
We spoke to 2,000 UK adults, representative of the nation by age, gender, region and social grade to determine the trends we are seeing across the nation. Here are some of our key takeaways from the report:
Financial constraints
Financial constraints will prevent 2 in 5 consumers from considering taking a holiday this year. Younger travellers will be most affected, with many opting to adapt their spending behaviour to finance their travels.
Holiday intentions by life stage
Holiday intentions are segmented by life stage. Older people tend to prioritise relaxation, exploring new locations, and seeking escape from everyday life, while younger people are going on holiday for people-related reasons.
Popular holiday types
Beach holidays remain the consumer favourite, with over a third of travellers planning to take a city break this year.
Activity-based holidays
Activity-based holidays are popular among the younger demographics, with the UK being the preferred destination.
Cruise holidays
Cruise holidays will remain popular with older individuals, with Europe emerging as the top destination.
The full white paper is available for you to download. To receive your free copy, click the button below. We hope you find it interesting, engaging, and incredibly useful. Don't hesitate to share it with your colleagues and partners who might find its insights valuable, too.
If you have any questions or want to learn more about our brilliantly joined-up marketing services, please contact Jasman Ahmad, Strategy Director, at jasman.ahmad@accordmarketing.com
Jasman Ahmad
Jasman is our Strategy Director and responsible for combining creative thinking with factual and statistical data to plan and solve clients’ biggest challenges.
