The survey quizzed 1,277
top executives attending WTM 2013, and a nationally representative sample of
1,001 UK
holidaymakers.
Pollsters asked about
controversial issues such as Air Passenger Duty and airport expansion, key
trends such as the rise of the BRICS and online developments, and more
light-hearted travel topics such as favourite celebrity passengers:
The Government’s appetite
for increasing Air Passenger Duty (APD) is continuing to have an adverse effect
on both the inbound and outbound holiday markets, and threatens the legacy of
the London 2012 Olympics. Seven out of ten (71%) senior industry executives
predict that the next increase in 2014, just one year after the previous hike,
will have a detrimental effect on business. Meanwhile, nearly half (41%) of
holidaymakers polled by WTM will change their holiday plans because of the
controversial tax’s next increase on April 1, 2014.
No-frills airlines could
introduce business class perks for UK holidaymakers who are prepared
to pay as much as £350 for an upgraded inflight experience. Middle Eastern
budget carriers such as Jazeera Airways and Flydubai have pioneered ‘low-cost
business class’ travel, and now 87% of senior travel and tourism industry
executives believe the hybrid model will spread around the world. More than a
fifth of the UK
holidaymakers polled by WTM said they would pay extra for a seat in a no-frills
business class section.
One in three UK
holidaymakers have no intention of going on a cruise holiday despite tens of
millions of pounds being spent by the cruise industry on TV advertising,
sponsorship, travel agency partnerships and celebrity endorsements. However,
39% of the holidaymakers polled by WTM who had not experienced a cruise said
they would be interested in trying one – and a quarter (23%) said they had been
on a cruise and enjoyed it.
Tourism in London and the UK is seeing a massive boost from
the 2012 Olympic and Paralympic Games – despite some pessimism in certain
sectors ahead of the events. Almost two-thirds of senior industry executives
say there has been an increase in demand for London
after the sporting extravaganza, and more than half say demand across the UK is up too.
These positive indicators have led to companies boosting their capacity for London and the UK .
The feel-good effects of
the London 2012 Olympics look set to ripple outwards to Rio ’s
Olympic Games in 2016. Almost four out of ten (39%) of the senior industry
executives polled say they are more likely to sell holidays coinciding with Rio event. Also, 18% of UK holidaymakers surveyed say they
are more likely to attend the Rio Games following the success of London 2012.
The Duke and Duchess of Cambridge and baby Prince
George have been voted the most popular
parent-and-baby combo to sit next to on a flight. The second most popular
celebrity family is the Beckham clan – David ,
Victoria and their four kids.
Other famous parents appearing in the popularity poll were Beyonce Knowles and
Blue Ivy; Alesha Dixon and her baby Azura Sienna; Kim Kardashian with little North West ; and Simon
Cowell and his yet-to-be-born baby boy.
TripAdvisor and similar
peer review websites continue to have the single biggest impact on how UK
holidaymakers plan their holidays. Other factors in the decision-making process
include personal recommendations, tourist board websites, guide books, specialist
travel magazines and newspaper travel sections. Much further down the list of
influences were travel agents.
The threat of a £60 fine
for a rule-breaking term-time trip is not a deterrent for more than a third of
parents. News of the ‘zero tolerance’ policy hit the headlines over the summer,
in advance of the new rules which came into force in September 2013. But
parents are prepared to face fines because of the price differentials for
holidays taken in term time compared to the hefty rates charged during school
holidays.
Nearly half of the senior
industry bosses surveyed by WTM believe London ’s
position as a leading global business and tourism hub is under threat as rival
airports, such as Istanbul and Dubai , are rising in importance globally. Just
over half agree that London
and the south east need extra runway capacity, with a third runway at Heathrow
being the favoured option. Furthermore, the poll reveals members of the public
are not optimistic about politicians’ ability to tackle the airport capacity
problem.
Guide books still have a
place in the hearts and minds of UK travellers despite the dominance
of digital information. Guide books compared well with other traditional
sources such as newspaper travel sections and specialist magazines but blogs
appear to be struggling to gain widespread adoption.
Reed Travel Exhibitions,
Senior Director, World Travel Market, Simon Press said: “Now in its fourth
year, the World Travel Market Industry Report offers the trade and consumers a
comprehensive ‘state-of-the-nation’ view of how the travel market is coping
with the challenges it faces – and what the future might hold.
“The findings of our poll
reflect the conversations which will be taking place across the stands and
seminars at WTM this week as industry experts and executives gather to debate
and discuss how to successfully overcome those challenges.”