Holidays plans are likely to look very different this year. Quarantine periods on overseas flights, the uncertainty over hotel availability, and access to local amenities all mean that the shape of ‘time off’ will perhaps look very different. However it doesn’t stop us planning and mentally packing that suitcase.
Future has taken a comprehensive look at consumer sentiment and plans, in relation to motivation, timing, destinations and budget, lifting the lid on how advertisers would be best to target potential travellers.
The study is based on a 300 nationally representative sample from May 2020, with some comparisons to differences this year vs 2019. Headline stats reveal:
- Unsurprisingly 81% of consumers are worried about traveling. Nevertheless there is demand for booking after the restrictions are lifted
- The type of holidays under consideration are different to pre-Covid, with staycations almost doubling and travel by car the preference
- Self-catering is sought after vs all-inclusive, and there are shifting patterns in destinations. Beaches are still the number one draw but there is a surge towards rural locations as well as a desire to holiday close to family and friends
- Holiday motivations are underpinned by health and wellbeing needs and as a form of stress relief
- Consumers are looking for flexibility and reassurances with brand trust becoming even more paramount
Download the full deck (left) for more.