One in four travellers polled in a global survey have cited value for money as the primary consideration when booking a holiday.
The findings of the survey of just under 180,000 people in 28 countries reflect concerns around rising inflation and living costs.
The poll was carried out for PR consultancy group Travel Lifestyle Network (TLN) and claims to be the world’s largest survey of travel intentions.
Following the pandemic, the second most-important consideration for those interviewed or polled was having a relaxing travel experience (21%), followed by weather/time of year (20%) and having a cultural or once-in-a-lifetime experience (both 15%).
Paul Charles, chief executive of TLN’s UK & Ireland member The PC Agency, said: “Our report clearly shows how the rising cost of living is influencing every travel decision made today.
“This global survey highlights how an increasing number of consumers are seeking value-for-money when booking their leisure trip.
“So price, not necessarily quality, is going to be a key differentiator in order to attract consumer spend in the remainder of 2022 and in early 2023.”
The findings form part of a report compiled for TLN by “travel think-tank” Thrive and market intelligence firm AudienceNet. The report includes qualitative interviews conducted by Thrive and analysis by AudienceNet of a survey of 179,446 people, conducted in the first quarter of 2022 by Global Web Index (GWI).
When asked what they had missed most during the pandemic, respondents cited exploring new places; a change of scenery; spending time with loved ones; relaxing or sunbathing; and eating different foods.
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