Travel brands have a longer-term opportunity from consumers’ available budgets for post-lockdown holiday trips, new research reveals.
More than three quarters (69%) of readers of The Times, Sunday Times and The Sun say their budget has not been impacted by the pandemic, with 45% having already put money aside.
Questioned about plans for a post-lockdown holiday, the majority of readers of the News UK titles have budgets in place with plans to spend them as soon as they are allowed.
Readers of The Times and Sunday Times have an average budget of £2,616 per person, while Sun readers will typically spend £1,144.
Times and Sunday Times readers are open to travel anywhere, with Europe being the most popular destination (67%).
However, more than half (60%) are now more likely to consider the UK as a holiday destination and 39% are more likely to travel by car.
The appeal of the UK has never been stronger for Sun readers, with 58% more likely to take a domestic break.
A switch to shorter-term bookings emerged as people wait to see what the travel advice will be before committing.
However, nearly half (44%) plan to book their next trip within six months of departure.
Travel insurance, Covid rates and security of destination are most important when it comes to making a booking.
For Sun readers, key factors include cancellation guarantees, budget and trust in the travel provider.
Emma Pipe, News UK senior commercial insights manager, said: “Our latest research shows that understandably, there is increased consideration of holidays in the UK and travelling by car but readers are open to travelling abroad too.
“Once it’s safe to do so, travel companies have an opportunity to build consideration but will need to provide peace of mind and assurances, particularly relating to health risk concerns and potential financial loss.”
Victoria Sanders, director of travel News UK Commercial, said: “These results have given us a detailed and deep understanding of our readers and their attitudes and feelings towards travel during this time. It is also welcoming to see that news brands remain a trusted source in the travel planning process.
“Moving forward once restrictions are lifted travel brands need to capitalise on this with campaigns that resonate with their audiences.”
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