UK holidaymakers still choosing mostly on price

Monday, 30th August 2010

Price continues to be the biggest factor when choosing holidays, a new survey shows. The research, carried out by Travel Weekly, surveyed 2,000 British adults on their holiday buying decisions. More than half of the respondents said price was the dominant factor in their choice of summer holidays this year. Price was ranked more important than choice of destination, holiday weather at resorts, accommodation or travel dates.

Respondents were asked to provide between one and three factors on which they primarily based their holiday shopping decisions. More than half of those surveyed said price was the most important consideration while less than one in ten was concerned about financial security. The results of this latest research are in line with sentiments expressed recently after travel firms Sun4U and Kiss Flights failed that low prices are behind failures in the industry.

Data released from the IMRG Capgemini e-Retail Sales Index shows that though online travel sales were up 18 per cent year-on-year in July and 32 per cent in June, the average price paid for a holiday fell more than £120 in the year since July 2009. In the Travel Weekly survey, nearly a quarter of respondents said they would spend more money this year, while almost a fifth said they would spend less.

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