Each year, TripAdvisor is conducting the world’s largest accommodation and traveller survey, which is called the TripBarometer. In the survey, TripAdvisor can look into and reveal latest trends in hospitality and travel both in the UK and worldwide. These insights are very helpful for tourism marketers to know, as they provide unique insights into how travellers will behave in the upcoming travel year. Travel budgets and behaviour when planning travel is interesting to monitor. With economic situations impacting on travellers’ decision to travel and how much to spend on holidays, it is crucial to know about that in advance, so marketers can try and promote their destination (TripAdvisor Press Release 2013).
TRAVEL TRENDS IN THE UK
For 2014, one third of UK consumers will increase their travel budget which is good news for destinations worldwide. This is quite surprising, as UK’s economy is still recovering. It is also very interesting to know that UK consumers’ holidays in 2014 will not necessarily become longer, but shorter and more frequent. For tourism businesses this means good news and businesses feel very positive about profitability with room rates expected to increase. Interestingly, UK travellers do not necessarily have more money for travel but in fact cut back on daily live expenses.
What sacrifices will consumers make?
- 54% on nights out
- 44% on meals
- 43% clothes
- 29% home improvements
- 27% on cigarettes
- 27% Gifts
- 21% charity
- 17% groceries
This enables Brit consumers to have the same amount of money in their travel budgets than before.
Although concerns about the economic development in the UK are still big, consumers in the country and the overall tourism industry will only see minor impacts arising from the bad economic situation.
2014 BIG SPENDERS
In 2014, an increasing number of travellers from emerging markets are planning to spend an increased budget on travel. Globally the trend towards bigger budgets is very positive for the tourism industry. In Africa, 59% of travellers plan to spend more on travel in 2014. This is the highest percentage worldwide, followed by South America with 48% and the Middle East with 46%.
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