ABTA reports surge in holiday bookings on the high street
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More people are booking their holidays through high street travel agents in 2016, according to research released today by ABTA.
Almost one in five (19%) have booked their holiday in store over the last 12 months, up from 17% in 2015.
The most affluent households, classified as social group A** are the most likely to book in-store, with more than a third (35%) having done so. Young families also favour the high street, with 37% having booked a holiday in-store over the last 12 months.
When it comes to different age groups, surprisingly, younger generations are more likely to book in-store, with 25-34 year olds leading the way at 29%.
“This could be because young people are relatively inexperienced travellers and also travel in groups, on a budget. It’s therefore easier to give a travel agent the budget and get them to make the travel arrangements,” said ABTA’s director of brand and business development, speaking to the travel media this morning.
The research also found the use of high street retailers falls with age, with over-65s being the least likely to book in-store (13%).
“This age group is most likely to book a holiday by phone (38%), suggesting that they particularly like to book holidays from the comfort of their home,” added Bacon.
People are most likely to book in-store for trips to new destinations, holidays of seven nights or more and city breaks, the research, conducted on behalf of ABTA by Arkenford, found.
For these types of break, people particularly value the help, advice and expertise offered by travel experts, and seek out the personal touch for higher value trips such as a cruise or honeymoon.
They are less likely to book short breaks and domestic breaks in-store, suggesting they are more confident about booking these kind of trips independently.
Bacon added: “It is clear that many people value the advice, guidance and expertise offered by travel experts in-store. With an often bewildering choice of holidays on offer, many people appreciate an expert guiding them through this maze towards the best options for them, not least when a holiday may be an investment of thousands of pounds. We have seen some exciting innovations in the industry in the last couple of years, with a number of travel businesses investing in expanded and improved in-store experiences for customers, recognising that this is a popular way for people to book.
“With younger people the most likely to book in-store, the future for travel experts on the high street looks bright.”
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