According to a study by ABTA, the main UK tourism sector association, nearly two-thirds of respondents plan to travel abroad for at least one period of rest next year. Additionally, leisure investment remains a top priority for families, with over a third willing to spend more on tourism than last year.

Rising living costs

The rigidity of holidays in UK families' budgets becomes clear when compared with other non-essential consumer expenses. Faced with rising living costs, respondents said forced savings will focus on eating out, recreation, and clothing or footwear.

Only about a third of those surveyed consider forgoing international travel. Fewer consider skipping short UK getaways. However, practical adjustments have led to a trend of last-minute purchases.

Although the overall intention to travel has decreased slightly from last year, ABTA projects the market will be shaped by impulsive decisions in the coming months. Almost a third of summer travellers intend to book packages or tickets just two to four weeks before departure. A smaller segment will do so with less than 15 days' notice.

To date, the data show that a significant portion of Britons have deliberately put their travel plans on hold.

Restraint tactic

This restraint tactic is driven by logistical and financial factors, starting with close monitoring of prices, as many consumers prefer to wait for fluctuations in airfare, with a significant percentage of respondents waiting for tangible signs of relief in inflation and daily household expenses before making any financial commitments.

Finally, geopolitics plays a crucial role, as the climate of instability in the Middle East directly affects the choice of holiday routes and destinations, far outweighing concerns about the price and availability of aviation fuel.

Despite the optimism

Despite this optimism, domestic inflation continues to dictate exclusions, being the main obstacle identified by those who have decided not to travel at all. Similarly, the percentage of Britons intending to cut their spending on their next holiday has increased, with most directly blaming the financial strain caused by household bills, a figure higher than that found in the previous survey.

Mark Tanzer, CEO of ABTA, warned that the results should serve as a barometer not only for private operators but also for the London government itself.

The international tourism sector injects tens of billions of pounds annually into the UK coffers, supporting hundreds of thousands of direct jobs.

He acknowledged that the geopolitical scenario has visibly affected consumer safety and confidence, but is confident that strong market competition will help ensure competitive offers with good value for money during the peak season.