British consumers are continuing to defy cost-of-living pressures by prioritising holiday expenditure – and a third are booking via agents, according to Travel Counsellors.
Its Travel Tracker Report, which surveyed 2,000 Brits, found that almost half (45%) said holidays were their number-one spending priority over the next 12 months, ahead of home and garden renovations (30%), eating and drinking out (28%) and clothes, shoes and accessories (27%).
More than three quarters (76%) of those surveyed are planning to spend at least as much on travel next year as they did in the last past year – and 81% are likely to exceed their planned budget when on holiday.
Looking ahead to the next six months, three quarters (75%) of those surveyed are planning an overseas trip.
More than a quarter (28%) are opting for a city break, while just over a fifth (21%) are searching for some winter sun with a beach getaway.
The poll found 58% have been on holiday in the past year, with nearly half (47%) opting for a beach break. Spain was the number one overseas destination in 2023, followed by France, Greece, the US and Italy.
Looking to next year, the US tops the 2024 destination hotlist, followed by Australia.
Steve Byrne, chief executive at Travel Counsellors, said: “The clear takeaway from our Travel Tracker Report is that holidays will always be a number one priority – whether in terms of financial investment or emotional fulfilment.
“While the travel industry has changed dramatically in recent years, our forward bookings are stronger than ever before.
“Travel advisors continue to play a vital role, and we’ve seen an unprecedented number of customers actively seeking trusted advice and bespoke support from our dedicated travel experts.
“This is reflected in the research findings, which show over a third of Brits (36%) have booked a holiday through a travel advisor in the last 12 months. This rises to over half (53%) for those that have a joint household income over £75,000.
“There is much to be optimistic about for the future of the industry, underscoring its enormous value that it holds for the UK economy.”
The Travel Tracker Report found that 38% of respondents value holidays more since the pandemic and nearly one in five (23%) are more motivated to get out and explore the world.
More than a quarter (29%) of respondents said they go on holiday to escape everyday life, the second most important driver after the desire to relax and unwind (43%).
Nearly a fifth (16%) are prompted to book after hearing about their friends’ holidays, while 15% are inspired by seeing others’ holiday experiences on social media.
As a result of this summer’s record temperatures and extreme heat in southern Europe, 40% of travellers are changing their plans, with 14% deciding to visit southern Europe in the cooler spring months instead.
Nearly half (48%) of those polled say climate change has made them consider more sustainable options when planning a holiday but only 13% plan to reduce their air travel.
The market research was conducted by Censuswide, among a sample of 2,000 UK adults, between September 18 and October 12.