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UK Travel Consumer Survey
Arkenford, May 2010, Pages: 31
Overall, holiday takers are undecided about the future, on the one hand they are conscious of the need to reduce holiday costs and the number of trips they fit in during the year, but on the other are still hopeful they will be able to take the holidays they want, and even do more than they did last year. Part of the plan is to do more in the UK.
This is the first edition of the UK Travel Consumer report. It is a benchmark report which is offered annually to explore the intentions and behaviours of UK travel consumers. The authors are the market research team behind the ArkLeisure segmentation, created for Visit Britain and utilised by the majority of UK tourism bodies.
Objective: The Report is designed to fill the gap between strategic research that helps set an organisation’s long term future direction and the sales data that tells you ‘after the event’ how you have done. It is planned as a simple and affordable means of monitoring the near future market, customer confidence, what has been booked, and what is planned for people’s next holiday. This will allow subscribers to anticipate the trends in the market and see what people are thinking about in order to influence consumer plans, through timely and targeted marketing and PR activity.
By providing a fuller profile of potential holiday takers and what they are thinking and planning it will provide much greater direction than sales data alone can provide.
Sample: The sample is nationally representative of the population by age, sex, region and ArkLeisure Segment. In this benchmark wave 1635 respondents completed the general survey; with 648 going on tell us about over 1000 holidays they had booked and over 1000 respondents telling us about over 3300 possible trips they are currently planning.
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