March 2011
Featured in this insight: Culture, heritage & leisure
Survey shows rise in Brits choosing UK for their annual holiday: An annual travel survey by independent market research company BDRC Continental has found that 48% of the people who took part are seriously considering a ‘staycation’ this year, choosing to remain in the UK for their main holiday.
The figure shows a steady increase of this trend compared with 39% last year and 29% in 2009. Also, 79% of those surveyed in the latest research who took their main holiday in the UK last year are seriously thinking about doing the same in 2011 compared with 66% in 2009.
When asked why they found the UK to have increased its appeal, 45% rated ‘good scenery’, 29% better hotels/accommodation, 24% better restaurants/catering and 19% said that the UK was more customer focussed, delivering better service.
In addition, 38% cited the increased hassle of air travel as their reason to holiday at home this year compared with 29% in 2009.
The research, based on a national sample of 1,008 adults, also found that 41% of the people in professional occupations felt that the UK has increased its appeal in recent years, compared with only 19% in 2009.
The survey demonstrates that while many the British public are initially choosing a ‘staycation’ for economic reasons, the UK tourism industry is exceeding expectations.
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