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British holidaymakers unaffected by Brexit worries
Posted on 29/05/2017

EconomySpain

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Recent market research has shown that the British are still making their holiday a priority despite a weaker pound and Brexit insecurities.

Spain is the most popular holiday destination for British travelers

Spain is the most popular holiday destination for British travelers
© sepavo/123RF

According to official figures released by Adobe Digital Index (ADI) 2017, from January to March this year, online travel in the UK has experienced a 14% year-on-year growth. The report shows that international and domestic flight reservations made by UK holiday makers has increased 1.8 times since January 2015.

The report also found that European consumer spending for flights and hotels will reach up to ?70bn this year, the summer is typically popular and so is expected to account for ?19bn.

It is also an exciting time for the cruise industry. The market boom is largely due to the developping Asian market, meaning more destinations are becoming available. Indeed, the report revealed that visits to cruise websites have nearly doubled over the last three years.

Social media networks, especially sites like Instagram and Twitter, are an increasingly dominant presence in the travel sphere and are a key source of travel inspiration. Companies are becoming more tech-savy to appeal to younger audiences. For example, virtual reality (VR) had a 13% year-on-year increase in holiday mentions.

John Watton, the senior marketing director at Adobe said: "Holidays are the epitome of experience, but marketers mustn't assume that the experience begins when a customer boards the plane. It starts from the very first interaction the customer has with their brand. Analysing the underlying trends that motivate customers' travel decisions is a great opportunity for travel businesses to build customer experiences across multiple channels, from mobile and online, VR experiences in the store, to the wearables that customers take on the trip with them. If marketers can create experiences that are inspiring, relevant, and targeted to their audiences across all touchpoints, they'll be taking their customers on more journeys than one."

The research has also found the best times to book a holiday. To get your money's worth, travelers are advised to book 36 days in advance for cheapest flights, regardless of wether it is an international flight or domestic. The ideal time to book a hotel is 29 days before ones trip.

Spain is the U.Ks top travel destination in Europe, followed by Italy and Ireland. For those heading further afield, the US is still the most popular holiday destination, even despite the fact that it is 9.7% more expensive to visit than last year.

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