A survey of 1,000 British consumers has shown 68% would happily book their holiday if they could change it at no extra cost and avoid losing money.
The survey, by travel marketing and communications firm Finn Partners, showed 44% of British consumers are still happy to book a holiday if there was a great deal to be had in spite of the negative coronavirus headlines.
Less than one in five (17%) holidaymakers say they wouldn’t book a holiday until they know more about how the situation develops or have any concern about travelling abroad and only 13% say they wouldn’t book a holiday in the next six months.
“Whilst undoubtedly the situation is hitting the industry hard, our research tells us that Brits are unlikely to give up their holidays if the price is right,” said Debbie Flynn, Managing Partner Finn Partners Travel.
“We know from the data that flexible bookings are absolutely critical to retaining consumer confidence. A key area of concern is losing money, whether that’s a ticket for an attraction, a flight or a package.
“If travel brands offer unprecedented flexibility in what is usually a peak booking period, and the government isn’t advising against overseas travel, then we believe they will give themselves a fighting chance at encouraging bookings during these uncertain times.”
The data also revealed that the older generation is resolute when it comes to booking holidays, with 70% of those over 60 saying they will continue to book despite the publicity, along with 68% of 45-59 year olds and 61% of 30-44 year olds.
