Travelling with a “trusted brand” has become more important to consumers following the vote to leave the EU.
Just under half of the 2,000 UK holidaymakers surveyed by Sandals last month (45.7%) said they would be less concerned about going away post-referendum if they knew that they were travelling with a “well-trusted brand”.
Millennials – classed as aged 25-34 – were most likely to think seriously about booking with a trusted brand (48.5%) compared with the 55-plus age group (29.1%).
Despite initial concerns over the demand for holidays after the outcome of the referendum on June 23, 81% of respondents said they did not avoid booking a holiday until they knew the result.
The survey also found that the main worries people had following the vote were money based, with more than a third stating that concerns over exchange rates would make them less likely to travel, and 79% claiming that value for money was a major factor when booking a holiday.
Holidaymakers chose all-inclusive as their preferred board basis (34.7%), with half-board the option they would be least likely to choose were they to book a holiday now (18.4%). Those with children were more likely to book an all-inclusive (44%) over half-board (13.9%).
‘Trusted brands’ key after EU vote
Register for free to continue reading
Get unlimited access to the latest travel industry news and analysis, comment on articles and sign up to newsletters.
Register for free
Already registered? Login here or below.
Having difficulty logging in? Try these tips, or contact support@ttgmedia.com
