While the main headline of ABTA's Holiday Habits Report 2019 focuses on sustainable tourism, one of the most surprising facts for communicators to watch is the reliance on social media for inspiration on holidays has fallen this year. This is just one of the many findings that will shape the travel industry in the year ahead.
The ABTA 2019 report shows the planning and booking behaviour of UK holidaymakers over the last year, as well as attitudes towards taking holidays in the year ahead. This report is always interesting to read, as insights from the travel industry can be seen, as well as upcoming trends for next year. Some of the key findings are:
The reliance on social media to provide holiday inspiration and information has fallen this year (3% for both social media posts of friends and family – 13% to 10% and brands/ influencers – 9% to 6%). This suggests an increasing wariness of social media as a source of information perhaps reflecting an awareness of ‘fake news’ and fake reviews.
Half (50%) of people now say that the green credentials of a travel company are important or essential when choosing a holiday, and this has been rising over recent years, up 5% since 2018.
Britons are still firmly committed to taking holidays, with 88% saying they took a holiday in the last 12 months.
72% of people took a trip within the UK this year (up from 68% in 2018).
Europe remains the number one choice for British holidaymakers travelling abroad, with 84% visiting the continent in 2019.
13% of 18-24 year olds went on an adventure holiday this year – which has doubled since 2018.
City and beach breaks continue to be the nation’s top two favourite types of holiday, with most people taking at least one of the two in the past 12 months (68% combined).
Attitudes towards the impact of Brexit on travelling abroad have seen few significant changes since last year, as 51% say they’re worried it will be more expensive to go on holiday after the UK leaves the EU.
Responsible tourism has been increasing in public consciousness in recent years, and this year’s research findings reinforce this fact