Britons’ 2024 holiday expectations: A shift towards sustainable & multi-destination travel
Credit: Unsplash
As the world continues to emerge from the grip of the COVID-19 pandemic. Indeed, cases are rising again, but the current concern for many Britons is on how to avoid the chaotic governmental decisions and interventions experienced during 2020 and 2021. In an effort to escape the gloom of COVID, Britons are setting their sights on new horizons for their 2024 holidays.
Recent research has shed light on the evolving preferences of UK travellers, revealing a strong desire for overseas adventures and a growing interest in sustainable and multi-destination travel experiences. With nearly two-thirds (64%) of Britons anticipating international trips in the coming year, the travel industry is gearing up to meet their expectations.
The survey, conducted by a leading travel association indicates a rising trend in people seeking multi-destination “post-pandemic, bucket list trips”. After being confined to their homes for an extended period, many Britons are now eager to explore diverse locations as part of a single vacation break. Whether it’s hopping between European capitals or embarking on transcontinental voyages, the idea of ticking off multiple destinations from their travel wish lists has become increasingly appealing.
Sustainability has also taken centre stage in the decision-making process for holiday plans. Travellers are not just concerned about the destination’s beauty, but also its environmental impact. The survey suggests that while people are considering sustainable travel more and more, there is still a notable gap between their intentions and their action bookings. This poses a challenge to the travel industry to bridge this gap by offering more eco-friendly options and transparent information about the sustainability of their packages. There is no denying that as travel packages need to evolve to meet the new green demands, airline companies, ferry companies, and many other transport companies must also consider the best options available to make sustainability a priority. Decarbonisation and net zero emissions can’t afford to be second thoughts any longer, as expert 42T advises, smart transformations such as product usage and energy options can be instrumental for the travel industry to reach its sustainable objectives.
Moreover, Britons are voicing their expectations for better payment choices at the checkout. Research materials, shared by BR-DGE, uncovers a significant demand for flexible payment solutions, including the popular Buy Now Pay later (BNPL) options. Surprisingly, only 5% of Britons previously used BNPL for their holiday purchases. Yet, almost half of consumers now shopping for holidays are open to using flexible payment solutions that can lessen the cost impact, such as BNPL or instalment payment. This shift certainly highlights the changing mindset as Britons now want travel options that can cater to both their environmental and financial needs.
This becomes even more important as access to new and exciting destinations is also high on the agenda for post-pandemic travel. Travellers are eager to explore lesser-visited locations that align with their evolving budgets and travel needs. The desire for authentic and unique experiences has led to an increased demand for itineraries that offer off-the-beaten-path adventures.
In light of these findings, it is clear that the travel industry must evolve to meet the changing expectations of Britonos planning their 2024 holidays. Sustainable travel practices, along with multiple destinations and flexible payment solutions are leading the way and forever shifting travel from being a luxury to being a post-pandemic necessity.
