World Travel Market: Heatwave fails to convince Brits to stay home

UK holidaymakers have been left cold by 2013’s summer heatwave, with almost two-thirds saying it won’t make them more likely to holiday in the UK next year.
The latest research from World Travel Market shows 63 per cent of the 1,001 holidaymakers polled – all of which went on a holiday of seven nights or more in 2013 – say the hot weather the UK basked in this summer will not see them holiday on these shores in 2014.
However, it is not all bad news of the domestic holiday market as three out of ten holidaymakers said the good weather meant they were more likely to holiday in the UK next year.
The figure was split with 15 per cent saying they were ‘much more likely’ to book a staycation, while a further 15 per cent are ‘a little more likely’.
Furthermore, the holidaymakers were asked to list where they holidayed in 2013 – with the UK being top of the list, followed by Spain and France.
And when asked about next year’s holiday choices, the UK was again the most favoured option.
The holidaymakers’ survey echoed the findings of another WTM poll, which asked 1,277 senior travel industry executives who are attending World Travel Market this week about their holidays and found that London and UK were the most-visited short break destinations.
The research among industry executives also revealed good news for the domestic holiday market thanks to the legacy of the Olympic Games and the impact of Air Passenger Duty.
The success of London 2012 Olympic and Paralympic Games resulted in 52 per cent of respondents increasing capacity for London and 48 per cent for the UK.
Next year, however, Air Passenger Duty for long-haul travel is increasing again (on April 1st 2014).
The poll found that 71 per cent expect the proposed increase in APD to have an impact on outbound tourism from the UK, with 19 per cent saying fewer holidays will be taken.
Reed Travel Exhibitions, senior director, World Travel Market, Simon Press said: “After several soggy summers, our domestic travel trade was undoubtedly boosted by this summer’s heatwave.
“UK residents made 7.73m visits abroad in August 2013, up eight per cent year-on-year, according to the Office for National Statistics, demonstrating the desire of Brits to go overseas to top up their tans.
“However, World Travel Market’s findings show UK holidaymakers are not ignoring the tourism hotspots in the UK, by appearing to have two summer holidays – one overseas and one at home.”