As Britain enjoys the first taste of Summer with some of the hottest temperatures of the year so far, recent research by Positive Thinking, part of Group Positive, reveals that Brits appear to be abandoning quality for price when booking their holidays.

The research found that traditional considerations when booking a holiday, such as destination, customer service and a taste of luxury are increasingly seen as being of secondary importance as travellers look to save their pennies.

Almost two thirds of Brits (64%) put price and value for money at the top of their priority list when purchasing travel products and services. This combined with the weakness of the Euro means that the top five city break destinations for British travellers are all now in lesser known Eastern European cities, such as Riga, rather than traditional favourites such as Paris or Barcelona.

Travel businesses have also realised that price and value is the biggest influences for consumers, reflected by First Choice’s recent decision to offer 100% all-inclusive deals to its customers.

Key findings reveal that:


  • 64% of those polled said price was their most important consideration when booking holidays/other travel services 
  • Only 14% said they value quality of products or service more than anything else 
  • 10% value customer service the most 
  • 5% said their biggest concern is being made to feel valued and important by the company they are buying from 
  • 3% said their key concern was the company’s ethical or environmental commitment 


The company's director, Maia Honan, said: “The recent sunshine has put us all in the mood for a good holiday, and now is the time that many people start searching, digging out the brochures and choosing where they’re going to go this summer. “However, we’re all experiencing a financial squeeze and this survey shows that holiday choices are being impacted at least as much as other areas of the family budget. Travel brands need to remember that consumers are getting smarter and are better informed than ever and this means there are no default consumer choices anymore.

"No matter how good the product they are selling, competitive pricing and as importantly, great communication about real value for money is going to be the deciding factor for consumers in the current market.”

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