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Annual holiday is still a priority for British consumers, according to a research conducted by UK holiday firms Thomson and First Choice.

Published: 28 Nov 2008

Annual holiday is still a priority for British consumers, according to a research conducted by UK holiday firms Thomson and First Choice.

Highlighting the importance of the annual summer holiday, a "staggering 88 percent stated they would cut back in other areas such as eating out and home improvement, rather than cutting back on their holidays". 59 percent said that even if they had to cut back on spending, their main annual holiday would be the last thing they would give up.

"Holidays are about much more than simply jetting off into the sun for two weeks," said Tim Williamson, customer director, Thomson and First Choice "They're about spending time with our loved ones, taking time out to play with the kids, losing yourself in a good book, or just sitting back in the sun and recharging your batteries."

"It's for these reasons that 82 percent of those questioned consider the annual holiday not a luxury but an important part of the year. Even in today's current economic climate, our research shows people do still want to go on holiday and are willing to make other sacrifices to make that possible," said Williamson.