WTM: One in three Brits did not holiday in 2011, study finds
Holidays are now seen as a discretionary spend rather than a necessity, according to theWorld Travel Market 2011 Industry Report (pdf).
The report, which polled more than 1,000 UK holidaymakers, showed that over a third (38%) did not have a holiday this year. A holiday was counted as seven nights in the UK or overseas.
In order to find 1,000 holidaymakers who had been on holiday, the report actually had to survey 1,611 consumers. Of those that did holiday in 2011, almost six out of ten (59%) only took one.
The low figure was blamed on the impact of the recession on household budgets, and the increase in Air Passenger Duty.
More than a quarter, 26%, said the increase in costs of travelling due to taxes was a major issue. Just over a third, 31%, said they will travel less often. For 5%, 2011 was the first year they did not travel abroad because of the increase in the cost of holidaying due to taxes.
WTM chairman Fiona Jeffery admitted the findings that consumers no longer viewed holidays as “sacrosanct” was a concern.
“For the first time the report indicates people are beginning to cut back on having a holiday and that is a concerning sign,” she said.
But the report highlighted opportunities for the industry, such as the London 2012 Olympics and potential of the emerging BRIC nations – Brazil, Russia, India, China and South Africa.
The report, which also polled the views of more than 1,000 senior industry executives and WTM exhibitors, showed more than eight in ten executives believed major sporting events would have a positive impact to London and the UK.
However, UK hoilaymakers remained uninterested in the games with only 8% saying they would incorporate the London Olympics into their holiday.
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