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Nearly 20 percent fewer UK consumers intend to take a holiday this winter albeit in the UK or abroad, according to PricewaterhouseCoopers.

Published: 05 Jan 2010

Nearly 20 percent fewer UK consumers intend to take a holiday this winter albeit in the UK or abroad, according to PricewaterhouseCoopers.

From over 2000 people polled, almost a fifth more this year (2009/10 over the previous year) are forgoing their usual winter break of either flying off for Christmas sun, holidaying in the UK, or hitting the ski slopes. However, despite fears of a prolonged recession, the consumer intention is still to preserve the annual summer holiday at the expense of the winter version.

In a further poll, 16 percent of those surveyed claim an annual, main holiday is their second spend priority for 2010.

David Trunkfield, leisure director, PricewaterhouseCoopers LLP, said: “This is consistent with travel trade expectations for 2010. This winter will be difficult, especially for ski operators. Skiing is perceived as a niche and luxury holiday and decision making will be effected by euro and Swiss franc exchange rates. These winter breaks which act as a second holiday remain under pressure. While consumers stay focused on paying back debt, and saving for a summer main holiday.”

“Early sentiment indicates that the travel trade expects summer 2010 to be broadly flat with 2009 - although there remains a concern about how some consumer groups will finance their main holiday - as average spend per family on an annual holidays now costs into the thousands.”

Gradual impact of tax rises, increases in APD (air passenger duty), and potentially more security restrictions at airports will all take effect.

“Last year we already saw a big shift to late booking, due to uncertainty over job prospects. But this year there may be a switch back, as the lack of capacity last summer meant decent late deals were few and far between. Those consumers who left it too late might be tempted to book earlier especially if operators promote deals sooner rather than later.”

However, some travel agents and tour operators will have made a loss in 2009 and will need to find additional money and/or bonds to maintain their ATOL licence/IATA accreditation etc. As a result, there may be further failures in 2010, following on from Globespan, Allbury and Budget.