Research released by Webloyalty has revealed what British holidaymakers look for when booking travel and accommodation.

Although a rise in consumer spending is expected this year as the economy improves, price still emerged as the most important consideration when booking both hotels and flights, suggesting that Brits are still doing everything they can to make sure they get the biggest possible bang for their buck.

Compiled by research experts Conlumino, the report found that 47% of more than 2,000 respondents consider travel to be simply a means of getting from one point to another, and as such should be done at the lowest cost possible. Only 17% of respondents agreed that having a more pleasant in-flight experience might encourage them to upgrade on their air travel choices. Instead, customers would rather spend more on several cheaper flights in order to get the most from their money. 

Commenting on the research, Conlumino managing director, Neil Saunders, said: “Although our research has found that travel is an area on which many are willing to spend more this year than in 2013, these new figures suggest that it is quantity rather than quality that consumers will be looking for – more flights for less money.”

Regardless of an improving economy, the figures therefore spell out a challenging outlook for full fare airlines – only 13% say they will fly with the likes of British Airways over the next year. However, budget flight companies also face a challenge when it comes to customer satisfaction – 50% of respondents are mistrustful of the hidden charges involved when flying with low-cost airlines. Airport queues and lack of leg room on flights were also among respondents’ biggest grievances that can make a hellish holiday. 

When it comes to hotels, proximity to attractions was the second most important factor after price. The research also found that when selecting hotels, holidaymakers place greater weight on reviews from past guests than they do on the official star rating of the hotel, which was ranked the least important consideration. 

However, even though price was the first consideration for so many consumers and despite apparent disregard for star ratings, a stay in a five-star luxury hotel was nonetheless in the top two choices among respondents for a dream holiday if money were no object. The luxury lifestyle is therefore something that is still desirable for many and looked to as an ideal scenario. 


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