Holiday Planning and Booking Process - UK - May 2019
Covered in this report
This report examines the behaviours and attitudes of UK (United Kingdom) adults concerning how they research and book domestic and overseas holidays. A holiday is defined as including at least one overnight stay. The business travel and VFR (Visiting Friends and Relatives) markets are not included in this report.
For the purposes of this report, Mintel asked a number of questions to UK adults about the ‘main holiday’ they had taken in the last 12 months. This was defined as the holiday on which they had spent the most in terms of travel and accommodation. Mintel has categorised the following types of holidays:
Package holiday: a package holiday is considered to be a holiday in which a return fare and accommodation are purchased from one provider for a single price. Other elements, such as meals or excursions, are not essential to the definition of an inclusive tour. This definition is in conjunction with the IPS (International Passenger Survey).
Independent holiday: the traveller organises and books transport and accommodation from separate sources, or books with the same retailer but more than 24 hours apart.
Linked travel arrangements: An example of a linked travel arrangement is when someone purchases a flight on an airline’s website and subsequently clicks on a link that redirects them to a separate accommodation site. If the customer books accommodation either immediately or within 24 hours, without their details being transferred, then this is classed as a linked travel arrangement. Since 1 July, 2018 these arrangements have offered financial protection, although at a lower level than package holidays.
“Consumers are demanding more choice and flexibility, but are at the same time looking for easier ways to make their decisions. As a result, brands will have to prioritise enriching search criteria and personalising their online content to make it easier for travellers to plan and book their ideal holiday.”
- Marloes de Vries, Travel Analyst
This report will look at the following areas:
- Voice search: travel brands should get ready to interact with travellers in a new way
- Ease of booking a top priority
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