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VisitBritain publishes latest wave of research into consumer confidence

Thu 15 Jul 21

VisitBritain has published its latest Covid-19 consumer sentiment tracking survey to understand domestic intent to take overnight trips both in the UK and abroad, with a focus around current barriers and concerns in relation to travel.

The survey addresses the following themes:
  • The likelihood of UK residents to travel
  • When and where they plan to go
  • Specific trip details such as destination and accommodation type
  • Reassurances they're seeking from the sector
This tracker is based on a UK nationally representative sample of 1,500 adults aged 16+ with boosts for Scotland and Wales.

Fieldwork for this wave’s results took place between 28 June – 2 July 2021.

Headlines from the research:
  • The average mood of U.K. adults remains at 6.8 after a slight dip in sentiment in Wave 32 (a month earlier).
  • 51% of U.K. adults are currently confident that an overnight domestic trip would go ahead in July and 57% in August. At 61%, September is the last month that confidence levels increase – from October they are either constant or slightly lower.
  • ‘Restrictions on travel from government’ is the top reason people do not feel confident about taking an overnight trip during Summer and Autumn, although – unlike in previous waves – it is only marginally more important than other issues.
  • ‘Personal finances’ is the second top reason for not feeling confident in Summer while in Autumn, ‘concerns about catching COVID-19’ is the second most important reason
  • Over a third (34%) of U.K. adults anticipate taking an overnight domestic trip this summer, similar to last wave. 13% plan to do so in July, 14% in August and 15% in September – all of which are significantly ahead of intentions in the equivalent period in 2020. 22% plan on taking a trip this Autumn – identical to predictions in 2020.
  • ‘Directly with an accommodation provider’ remains the leading anticipated method of booking accommodation for summer intenders
  • The South West of England remains the leading destination for an overnight domestic trip during both the summer and autumn periods – preferred by more than twice as many summer intenders as any other destination.
  • Over 1 in 3 (35%) summer intenders are likely to stay in a ‘traditional coastal/seaside town’, fairly consistent with Wave 33, but higher than the equivalent period in 2020. • In the autumn period, ‘city or large town’ is the top destination type (and the top destination this time last year), ahead of ‘countryside or village’
  • ‘Hotel/motel/inn’ is the leading accommodation choice amongst summer intenders, ahead of ‘camping/caravan’ and ‘a private home’.
  • The destinations of choice for day trippers are more likely to be rural or coastal in nature. • Day trips to large cities by the autumn continue to index the lowest out of all destination types, while smaller cities/towns look set to be more popular among those travelling by autumn or later.
You can download the research here.

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