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London - 18th Dec 2008
One third (33 per cent) of UK holidaymakers will take a domestic break next year, rather than their usual overseas trip, as a direct result of the current economic climate, according to new research from GfK NOP. The research, which polled 1,000 people aged 16+ over the weekend 29-30 November 2008, found that 35-44 year olds appeared to be feeling the pinch most of all; in this age group, the number saying that they would be cutting back on their usual holiday abroad and instead holidaying in the UK in 2009 rose to almost two out of five (39 per cent). David Rodgers, Divisional Director in GfK NOP's consumer services division, comments: "As one of the major investments of the year, the annual holiday is often one of the first things to change when consumers are feeling the pinch. Given the current economic climate, it’s perhaps inevitable that many UK holidaymakers are thinking of trading down next year – especially those in the 35-44 year age group, who tend to have the highest demands on their cash through having young children and mortgages to support. These are the perfect group for UK holiday venues to be targeting in 2009, and should emphasise the criteria that count for family holidays: ease of transport, good range of activities available and, of course, value for money.” However, GfK NOP’s research also found that approaching half (46 per cent) of people in the UK plan to continue to take their overseas holiday regardless. This was lead by the older age groups, who are far more likely to be continuing to take their overseas holiday next year. Over half of those aged 45 and over said they would still be holidaying abroad as usual (52 per cent for 55+ years old, and 51 per cent for 45-54 year olds), followed by 16-34 year olds, of which 44 per cent say they too will also take their usual holiday abroad in 2009. This drops right down to only just over third (35 per cent) for 35-44 year olds – again reflecting the higher demands on this group’s available cash, with young families and mortgages.
The survey was carried out on 29-30 November 2008 and surveyed 1,000 people aged 16+ in the UK, using GfK NOP’s online panel. The data was fully weighted to be nationally representative.
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