The annual Holiday Habits study by travel association Abta, unveiled at its annual convention in Greece’s Peloponnese today, revealed that Brits went on more holidays than ever in the last 12 months – surpassing pre-Covid levels.
Cruise crazy families are on the crest of a wave with more Brits heading up the gangway for a holiday at sea with the kids.
Research showed that the proportion of UK travellers with children going on a ship has almost doubled over the past five years. The annual Holiday Habits study by travel association Abta, unveiled at its annual convention in Greece’s Peloponnese today, revealed that Brits went on more holidays than ever in the last 12 months – surpassing pre-Covid levels.
And among families, 15% of the overall number who went on a holiday chose to go on a ship – up from 8% in 2019. Researchers also found that family interest in cruises is set to grow further in the year ahead, with 17% planning to go on one.
While 55% of all cruise-goers named ocean voyages as their favourite option, followed by adult-only (37%) and ‘seacation’ sailings around the UK (34%), half of those with children [51%] favoured British Isles voyage above all other options. Half of families [49%] said the biggest appeal for a cruise was a chance to meet like-minded people, with value for money the key driver for almost six out of 10 [56%] of those with younger children.
An Abta spokesperson said: “Our most recent research has found that families are increasingly keen to take to the waves, especially on trips in the seas around the UK. As well as appreciating the opportunity to visit multiple destinations in one trip, the value for money, and the range of facilities on offer, they really enjoy the chance it gives them to meet with like-minded people.”
The report also revealed that the number of annual getaways being taken per person has reached a record high, driven by so-called “habitual holidaymakers”. Brits took an average of 3.94 holidays in the last 12 months, the most since Abta’s annual research began in 2011 and overtaking last year’s figure of 3.42 and the previous high of 3.91 in pre-pandemic 2019.
The survey indicated the proportion of people going on holiday is the same as last year at 84%, with the increase in trips per person due to more people going on multiple breaks annually. Respondents with families containing at least one child aged under five take the most holidays per person per year at an average of 6.49.
Beach breaks are still our number one choice of getaway, with nearly half [48%] of people surveyed heading to the seaside, with four out of 10 [43%] opting for a city break. Despite the UK’s ongoing economic challenges, holidays remain the last thing consumers are willing to cut back on, according to the poll, with only a third [32%] saying they will do so – a smaller proportion than for spending on eating out, clothes, shoes and electronic gadgets.
Abta chief executive Mark Tanzer, told delegates: “You can’t underestimate the power of a holiday – giving people the chance to relax and spend time together – which is why we’re seeing people taking trip after trip. In recent years, there has been a change from many people having one summer holiday but nothing else during the year.
“Instead, many people are now choosing to spend their spare money on taking multiple trips throughout the year. This says a lot about the confidence and trust people have in the travel industry to help them make special memories.”
It’s no surprise that no-fly seacations are booming for families – they can be great value and it’s a super-easy getaway with regional departure options and no airport queues and stress. Just rock up at the port, hand over your luggage, head up the gangway and the holiday to discover our own beautiful islands begins.
And while anyone even remotely connected with the UK travel industry will always say that, in difficult financial times, basically the last thing Brits will give up on is a sunshine holiday. While there is an element of ‘well, would say that wouldn’t they?’ about it, it is largely true.
We absolutely love our sunshine getaways and a new telly or pair of trainers is very rarely going to stand in the way of that hard-earned summer break. It will be interesting to see the government’s take on the impending EU Immigration changes, with anecdotal evidence suggesting many Brits are unaware of it. You might want to nip to the loo before joining an EU immigration queue from November 10…
