Only one in 10 people still to book an overseas summer holiday are holding out for cheap deals, a new survey from market research company TNS Travel and Tourism has revealed.
TNS head of travel and tourism Tom Costley said the other 90% yet to book are waiting to see how the economy shapes up.
While it may be good news that consumers aren’t waiting for a price war before booking, there is still cause for concern as 55% of the 2,057 respondents to the survey, undertaken earlier this month for Travel Weekly, are yet to purchase their overseas summer holiday.
Furthermore, one-third of respondents claim they won’t book until a month before departure. Costley urged the trade to act sooner rather than later to break the malaise.
He added: “In the current economic climate it is significant that more than half of the British population is still planning to have a holiday away from home this year.
“What is a little more concerning however, is the fact that over half of those planning a holiday still have to book the trip. The longer this situation continues the more worried the travel industry needs to be.
“There may well be an argument for further promotional activity to encourage bookings as we start to approach the main holiday months.
“Perhaps this should not be focused on last minute or recession-friendly deals, but instead concentrate on convincing Brits that they deserve a holiday this year, as much as any other.”