Over a quarter of Brits plan to spend more on holidays – but Brexit fears create caution

April 18, 2019

We may be living in uncertain times but one thing is for certain — Brits still love their holidays! According to the latest research from Mintel, 27% of holidaymakers expect to spend more on holidays over the next year, up from 22% who said the same in 2017.

But, while holidaying remains a clear priority for Brits, Mintel research also confirms that Brexit is impacting the decisions that travellers make, as 43% of holidaymakers say uncertainties around Brexit have made them more cautious about booking holidays.

Those choosing to holiday are keen to pursue longer breaks, as 28% of holidaymakers say they expect to take more holidays of a minimum of four nights in the next 12 months, compared to 23% in 2017. Meanwhile, all-inclusive holidays are likely to be a winner during these uncertain times as 30% of holidaymakers say that uncertainty around the exchange rate means they are more likely to book an all-inclusive holiday in 2019.

Marloes De Vries, Travel Analyst at Mintel, said:

“While taking a holiday remains a clear priority for Brits, Brexit and economic uncertainties are bringing unwanted storm clouds over the holiday market. As a result, more travellers will consider staycations and all-inclusive holidays in 2019, while lower-cost destinations, such as Turkey and Tunisia, are likely to be the industry winners. That said, the Brexit delay could boost summer holiday bookings given that consumers will be more reluctant to commit to trips later in the year.”

All in this together: Multigenerational holidays win favour with parents

As the nation’s frazzled parents battle through the end of the Easter school holidays, Mintel reveals a strong interest in multigenerational holidays* among mums and dads. Wanting to spend quality couple time together and get help with their brood while they’re away, 77% of young parents aged 16-34 say they are interested in taking multigenerational holidays. By contrast, it seems those aged 55+ are less enthusiastic about the prospect of holidaying with three generations, as just a third (33%) of this group expressed interest in these holidays.

England is the most considered destination when it comes to multigenerational travel (60%), while roughly three in 10 holidaymakers interested in taking a multigenerational holiday would contemplate Scotland (31%) or Wales (28%).

“The growing number of healthy and active over-55s is a driving factor in the high interest in multigenerational travel. But, while over-55s may be in a good position to help, they appear less interested in holidaying with three generations. Britain’s parents of young children are by far the most enthusiastic when it comes to holidaying with their family. In their ever-so-busy lives, a holiday is a great opportunity to reconnect with family. And it’s likely these parents are hoping that grandparents temporarily take over some childcare duties in order to give them some quality couple time whilst on holiday. The all-inclusive concept could prove more popular for three generations travelling together as it removes discussion of who pays for what.” Adds Marloes.

Unique experiences help travellers escape uncertainty

Finally, as Brits crave a healthy work-life balance, Mintel research reveals that special interest holidays could be the solution for Brits keen to pursue hobbies and activities.

Some 62% of UK adults have taken a holiday, specifically to pursue a hobby or interest. In the last five years alone, just under one in five (17%)** adults have taken a holiday to pursue a hobby/interest, with 13% taking a physical activity/adventure holiday.

Special interest holidaymakers are most likely to build their trips around history and culture (30% of adults have taken a trip specifically for these purposes), exploring food and drink (21%), wildlife watching (17%) and physical activities (15%). Meanwhile, some 26% of adults have been on holiday specifically to pursue a creative activity such as photography, arts and crafts, performing arts or cooking/baking.

Today, wildlife-watching holidays have the biggest growth potential, showing a 20-percentage-point gap between previous participation (17% of adults) and future interest (37%).

Keen to get the most of their holiday, 17% of those looking to take a hobby/interest holiday would like to use their trip to pursue recognised qualifications, peaking amongst 29% of Younger Millennials (aged 20-29).

“Special interest breaks are in sync with underlying trends towards more active styles of holidaymaking, ‘travel with a purpose’ and a wider consumer agenda of wellness which embraces physical fitness, stress relief and self-improvement.” Concludes Marloes.

* Where three generations (eg children, parents and grandparents) holiday together
** Research conducted in July 2018

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