UK Holiday Activities and Experiences Abroad Market Report 2022

The UK Holiday Activities and Experiences Abroad report identifies consumer attitudes towards international tourism, holiday activities, types of paid-for holidays, and consumer choice of activities in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the travel market in the UK.

Current Market Landscape

While, historically, holidaymakers have booked paid-for activities whilst at their holiday destination, many would prefer to book activities ahead of their departure. The impact of the COVID-19 pandemic has continued to drive demand for experiences, including live sports and cultural events.

• 72% of holidaymakers say they were interested in booking a live sporting event.
• 68% of holidaymakers would be interested in taking part in a hands-on learning activity.
• 64% of holidaymakers would like to attend a live cultural event.

Concerned about the rising cost of living, consumers will adopt a much more cautious approach to spending, many being keen to remain in control of the total cost of their holiday. Given that half of consumers report being influenced by discounted prices when choosing activities, all-inclusive holiday deals that offer access to a range of activities are likely to appeal.

Future Market Trends in Holiday Activities and Experiences Abroad

In addition to the impact of high inflation, COVID-19 still presents a threat to the overseas travel market and activity operators who rely on international tourism. Ongoing uncertainty will provide operators in the domestic market with greater opportunities to sell experiences to those missing out on their usual adventures abroad.

Wellness and sustainability have become bigger priorities for consumers since the start of the pandemic, meaning brands that develop and promote experiences that are good for consumers’ wellbeing or for the environment are better positioned to manage price increases. Meanwhile, amid ongoing uncertainty, brands that offer flexible rebooking options and provide access to positive customer reviews will be more likely to attract bookings.

Read on to discover more details or take a look at all of our UK Holidays market research

Quickly understand

• Interest in types of paid-for holiday activities and experiences abroad.
• Preferred time of booking activities.
• Factors influencing consumers’ choice of activities.
• Attitudes towards activities and experiences abroad.

Covered in this report

Brands: Viator, TripAdvisor Experiences, Musement, TUI, Klook, GetYourGuide, Airbnb Experiences.

Expert analysis from a specialist in the field

This report, written by Narmada Sarvanantha, a leading analyst in the Leisure sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19 has spurred interest in small, locally-led holiday activities and experiences. Travel companies should cater to demand for intimate experiences that allow consumers to feel as if they are discovering the real, authentic side of a destination. This could be done through connecting them with local people and informing them about lesser-known attractions and culinary establishments.

Narmada Sarvanantha
Travel and Leisure Analyst