Hot off the press and UK-only, but some interesting data out of the eDigitalResearch shop this week which reveals the extent of the economic crisis on travel patterns in 2009.
The Traveller Attitude and Behaviour survey of almost 1,200 consumers across the UK found that 30% are not intending on making any formal holiday plans - an increase of 7% when a similar question was asked in July this year.
A fifth of those questioned in the survey said they decided to take a UK holiday in 2009 and around the same number said they spent less on an overseas trip.
EDigitalResearch also found that price and budget, inevitably, played a hugely important role in the plans of holidaymakers in 2009 with a quarter opting for a cheaper holiday and only 16% paying more than in 2008.
Perhaps most interesting element in an online social media context was found in data which revealed that a company's reputation was found to be more important than other aspects such as health and safety record, availability of departure dates and itinerary.
The green-sustainability lobby are likely to continue scratching their heads about raising awareness after the survey found a paltry 6% cited such issues as a determining factor.
EDigitalResearch says:
Positive ‘word of mouth’ will be key to a travel company’s success in these difficult times, particularly in the prolific growth of social media sites, which give a voice to all.
Many travel sites have embraced this and have even developed their own online forums and consumer ratings to allow travellers to share their experiences.
"Positive ‘word of mouth’ will be key to a travel company’s success in these difficult times, particularly in the prolific growth of social media sites, which give a voice to all.
"Many travel sites have embraced this and have even developed their own online forums and consumer ratings to allow travellers to share their experiences."
Despite the obvious skew toward web-inspired answers (the survey was online-only), with 94% researching and 75% booking their trips online, around 35% of consumers say they booked their trip at the "last minute" although 30% hint that they will do so next time as they now believe discounting takes place earlier.
The survey was carried out over the course of a month starting in mid-November 2009.
A full copy of the research and other benchmarking reports are also available.