- The majority of people (68.3%) took some form of holiday in 2013 and a similar number (68.1%) plan to take a holiday in 2014. Holidays in the UK are down while beach and city breaks abroad are up. - Most people (84.8%) intend to spend the same or more on holidays in 2014 compared to 2013, with flights/travel and accommodation seeing the largest increases. - When choosing flights and hotels, price is the top consideration. Reviews from other customers are also important for hotels, outweighing official star ratings.

1. Holiday and leisure habits
2014 consumer plans
January 2014
Prepared for Webloyalty by Conlumino

2. Holiday and leisure habits
2014 consumer plans
Foreword
About this research
This research has been commissioned by Webloyalty to provide insights into holiday and travel
plans across the coming year.
Webloyalty is a leading reward programme provider working with major online retailers to help
them build stronger, more profitable relationships with their customers. Through our
membership programmes, such as Complete Savings and Shopper Discounts & Rewards, we help
our online retail partners’ customers save hundreds of pounds a year while providing the partner
with an additional revenue stream. As well as incentivising customers to make repeat purchases
at the partner’s website, they can also earn cashback and get great deals on everything from
fashion to electronics to homeware at hundreds of top online stores.
Webloyalty was established in the UK in 2007 and has since expanded into France, Germany,
Spain, Italy, Ireland, Brazil and the Netherlands.
Webloyalty
19 - 21 Great Portland Street
London W1W 8QB
United Kingdom
T. 020 7291 8720
F. 020 7291 8777
E. enquiries@webloyalty.co.uk
W. www.webloyalty.co.uk
2
Prepared for Webloyalty by Conlumino
January 2014

3. Holiday and leisure habits
2014 consumer plans
Summary
Key findings from the research
• Last year the majority of people, some 68.3%, took some form of holiday or break. This
year a very similar number, 68.1%, plan to do the same.
• While the numbers are similar, the type of holiday being planned for this year shows
some change on 2013. Most notably, the percentage taking holidays in the UK (both day
trips and staycation holidays) are down on 2013 and the percentage taking beach trips
and city breaks abroad are up.
• If the above is a reflection of a better economic climate, then the spending prospects for
2014 also point to a more optimistic outlook. Indeed, the vast majority of people
(84.8%) intend to spend either the same or more on holidays as they did in 2013.
Relatively few people (15.1%) say that they will spend less.
• Although the economic outlook might be improving, this does not necessarily translate
into good news for the full-fare airlines. Only 13% agree that they will fly more with
airlines like BA over the next year and only slightly more (17%) agree that they will
spend a little more on air travel to have a nicer experience. The truth is that large
numbers (47%) agree that air travel is a means to an end and, as such, the object should
be to save as much money as possible.
• Price sensitivity is also reflected in the considerations people have when booking hotels
and flights. In both cases, price is the number one consideration for consumers. However,
with hotels it is significant that consumers place greater weight on reviews from other
customers than the official star rating of the hotel. This is a sign that, to some degree,
power has shifted from the industry to the consumer when it comes to judging standards
and value for money.
3
Prepared for Webloyalty by Conlumino
January 2014

4. Holiday and leisure habits
2014 consumer plans
Holidays
Taken and planned
•
The majority of people (68.3%) took some form of holiday or break in 2013. The
most popular were day trips away in the UK, taken by just under a quarter of people.
A slightly lower number took beach holidays.
•
This year 68.1% of people are planning to take a holiday. Notably, the percentage
taking holidays in the UK (both day trips and staycation holidays) are down on 2013
and the percentage taking beach trips and city breaks abroad are up.
Holidays people did undertake in 2013 and are planning to undertake in 2014
All figures are percentages
26.2
24.2
24.5
20.3
19.8
15.9
17.2
16.9
2013
2014
6.7 6.3
4.1 3.8
Beach holiday
abroad
4
Day trips in the
UK
City break
abroad
Prepared for Webloyalty by Conlumino
2.6 2.7
Staycation in the Other active Coach trip in the Spa break in the
UK
holiday abroad
UK
UK
January 2014
1.4 1.9
2.1 1.8
1.0 1.5
Skiing holiday
abroad
Coach trip
abroad
Spa break abroad

5. Holiday and leisure habits
2014 consumer plans
Holidays
Spending on holidays
•
The vast majority of people (84.8%) intend to spend either the same or more on
holidays as they did in 2013. Relatively few people (15.1%) say that they will spend
less.
•
On average, people plan to spend £1,927 on all aspects of holidays across the course
of 2014.
How will holiday spending in 2014 compare to holiday spending in 2013
All figures are percentages
Net scores:
More: 35.1%
Less: 15.1%
49.7
18.4
7.7
9.4
9.0
4.2
Significantly more
5
A lot more
Prepared for Webloyalty by Conlumino
A bit more
About the same
January 2014
A bit less
A lot less
1.5
Significantly less

6. Holiday and leisure habits
2014 consumer plans
Holidays
Spending on holidays by item
•
Across all holiday items, the majority of people intend to spend more or the same as
they did last year.
•
Flights/travel and accommodation are the items on which most people say they
intend to spend more in 2014 – 27.3% and 21.6% respectively. Clothing, gifts and
souvenirs are the items on which the fewest people - less than 1 in 10 - say they will
spend more.
Spending plans on various holiday items (2014 compared to 2013)
All figures are percentages
14.9
14.5
18.0
20.3
18.6
26.6
23.6
19.0
25.1
Less
57.8
27.3
Flights and travel
6
63.9
21.6
Accommodation
Prepared for Webloyalty by Conlumino
Same
66.5
67.4
69.3
15.5
12.2
Meals out
Car hire
January 2014
62.5
68.2
72.9
12.1
10.9
8.2
8.1
8.0
Drinks out
Health and spa
treatments
New clothes
Gifts
Souvenirs
66.9
More

7. Holiday and leisure habits
2014 consumer plans
Holidays
Preferred holidays
•
A small majority of people prefer to take several shorter breaks throughout the year
compared to one long two week break in the summer.
Out of the two options, how would you prefer to take your holidays?
All figures are percentages
One long two week
break in the summer
Shorter breaks spread
throughout the year
44.2%
55.8%
7
Prepared for Webloyalty by Conlumino
January 2014

8. Holiday and leisure habits
2014 consumer plans
Holidays
Holiday irritations
•
Although the majority of holiday makers (52.1%) had no specific complaints about
their last trip, many did.
•
Among those who did have issues, the biggest complaint was about queues at the
airport, followed by a lack of leg room on flights. Bad weather and hidden charges
were also common complaints.
Which, if any, of the following did you find irritating on your last holiday?
All figures are percentages
15.9
14.1
10.9
9.1
8
Prepared for Webloyalty by Conlumino
7.5
6.9
January 2014
6.6
5.2
5.1
4.6
3.6
3.6
3.6
3.0
2.9
2.6
1.7
1.6

9. Holiday and leisure habits
2014 consumer plans
Flights
Views on flying
•
Although the economic outlook might be improving, this does not necessarily
translate into good news for the full-fare airlines. Only 13% agree that they will fly
more with airlines like BA over the next year and only slightly more (17%) agree
that they will spend a little more on air travel to have a nicer experience.
•
The truth is that large numbers (47%) agree that air travel is a means to an end and,
as such, the object should be to save as much money as possible.
Agreement and disagreement with various statements
All figures are percentages
46.8%
50.3%
37.6%
16.9%
13.4%
6.9
5.6
5.1
5.9
10.7
15.3
18
17.9
15.2
10.0
40.7
38.7
Strongly disagree
41.7
Disagree
49.9
30.5
53.4
32.8
Agree
25.6
16.3
17.5
Flying is a means to an end so
I try to save as much money
as possible on flights
Flying with the budget
airlines can be a false
economy as there are so
many hidden charges
9
Prepared for Webloyalty by Conlumino
Neutral
Strongly agree
13.7
10.4
3.2
3.0
Ideally I would like to fly with Now that the economy is
I will fly more with airlines
an airline like BA but
looking a little better I am
like BA over the next year
normally fly with a budget prepared to spend more on air
than I did last year
airline to save money
travel to have a nicer
experience
12.0
January 2014

10. Holiday and leisure habits
2014 consumer plans
Flights
What’s considered
•
When choosing an airline or flight, the most important consideration is price which
was selected by many as one of the first things they would look at. This is followed
by the location of the airport for both departure and destination.
•
The least important consideration is service standards, which came bottom of the
consideration rankings.
When choosing an airline please rank the following considerations in order of importance.
All figures are average rankings where 1 is the most important
6.7
5.1
4.1
3.3
2.4
1.9
1.1
Price
10
Location of airport
(destination and
departure)
Prepared for Webloyalty by Conlumino
Baggage allowance
January 2014
Amount of leg room
Onboard entertainment
options available
Quality of reviews from
other customers
Service standards

11. Holiday and leisure habits
2014 consumer plans
Hotels
What’s considered
•
When choosing a hotel to stay in for holidays, price is the most important
consideration and the thing most people would explore first. This is followed by the
proximity of the hotel to attractions such as the beach.
•
It is notable that reviews from other customers are placed much higher up the
batting order than the official star rating, which is bottom of the consideration
table.
When choosing a hotel please rank the following considerations in order of importance.
All figures are average rankings where 1 is the most important
6.8
5.9
5.3
4.3
2.9
1.9
1.2
Price
11
Proximity to attractions
such as beach
Prepared for Webloyalty by Conlumino
Quality of reviews from
other customers
January 2014
Decor of room
Size of room
Restaurants within the
hotel
Star rating

12. Holiday and leisure habits
2014 consumer plans
Holidays
Dream holidays
•
If money was no object, just over a quarter of people would take a round the world
trip. Just under a quarter would take a five star luxury hotel break. A cruise is the
chosen dream holiday of just over 1 in 10, while a similar number would opt for a
lodge in a remote or rural area.
Which of the following is your dream holiday?
All figures are percentages
25.9
23.9
12.2
10.8
11.7
10.3
4.1
1.0
A round the world trip A 5 star luxury hotel
12
Prepared for Webloyalty by Conlumino
A luxury villa
January 2014
A cruise
A lodge in a remote or
rural area
An adventure or
activity holiday
A luxury ski resort
Other

13. Holiday and leisure habits
2014 consumer plans
Methodology
Consumer research in this report is based on a survey conducted with a UK nationally
representative poll of consumers. Some 2,004 consumers were interviewed during
December 2013.
Unless otherwise stated, all sources of information are derived from Conlumino’s own
research and should be referenced to Conlumino/Webloyalty.
13
Prepared for Webloyalty by Conlumino
January 2014

14. Produced for Webloyalty by Conlumino
020 7291 8748
enquiries@webloyalty.co.uk / hello@conlumino.com