More than a third of consumers believe the Brexit vote caused a hike in travel prices, a new poll reveals.
A total of 39% of those asked though rates had risen since the decision to leave the European Union taken this month a year ago.
This has resulted in 39% of people opting for a staycation in 2017 against 36% last year.
The survey of 2,000 people by the Institute of Customer Service also looked at potential losses for the sector.
When asked what factors would stop them from following through with a booking, half of consumers cited unhelpful staff, rudeness and insufficient website information – meaning inefficiencies and attitudes could cost travel companies more than 22 million customers per year.
Yet, despite Brits tightening their purse strings, more than half (57%) are still willing to pay more for guaranteed levels of customer service to ensure an enjoyable holiday.
Based on these findings, the Institute is calling on the UK travel industry to focus on driving up their customers’ experience, or face drastic loss to custom and revenue.
CEO Jo Causon said: “Amidst economic uncertainty, The Institute argues that this will help to ensure loyalty amongst holidaymakers, safeguarding future custom and, with it, the bottom line
“With the value of the pound set to match the euro, British consumers will become more cautious of their spending and, consequently, more aware of what they are receiving in return for their money.
“Our research shows that a poor reputation for customer service could cost holiday companies millions of customers, and much more in pounds.
“This clearly demonstrates the importance of service to meet the evolving demands of the post-Brexit holidaymaker.
“The UK travel industry has a huge opportunity to respond with a real focus on speed, efficiency and making the customer feel valued through delivering personalised experiences.”