Abstract
The British now regard holidays as their top spending priority but many have very negative attitudes towards domestic breaks. Concerns about the weather, cost of accommodation and value for money outweigh advantages such as lack of airport hassles and flexibility.
The rise of independent overseas travel has enabled many Brits to spread their wings and discover a much wider range of authentic, good value accommodation, restaurants and attractions. Domestic providers are often found wanting by comparison and market volumes remain flat. The UK market needs to raise its game and develop a more competitive attitude if the tide is to be stemmed let alone turned back.
This report provides an overview of the UK domestic holidays market, investigating the core market factors, strengths and weaknesses, supply and consumer dynamics, and likely future trends.
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