Consumer tracker report from VisitBritain (Week 14)
The latest UK COVID-19 Consumer Tracker Report, also available on VisitBritain.org, for Week 14, based on fieldwork from 31 August – 4 September (please note this wave took place before the ‘rule of six’ announcement). The tracker will run fortnightly until February 2021.
Some highlights from the report:
- While just 16% feel ‘the worst has past’, there’s been a decline in the proportion of adults who believe ‘the worst is yet to come’ at 41% (versus 46% in Wave 13). There continues to be little expectation that ‘normality’ in our lives will be returning anytime soon, as only 11% are expecting ‘normality’ by December (compared to 18% in the last Wave).
- 27% of adults have taken an overnight trip during July and August, compared to 15% who expected to take a summer staycation when surveyed in June – 61% of these trips were self-defined as holidays, while a third (33%) were VFR (visiting friends and relatives).
- The leading holiday destination type for those who took a trip during July-August is ‘countryside or village’.
- In line with intentions, ‘caravan/camping’ was the leading accommodation type people stayed in, closely followed by a ‘private home’ (e.g. friend’s house or Airbnb).
- The South West received the highest share of visitors at 17% of holidays and 15% of all visits during the July-August period.
- 43% of UK adults expect to be taking the same number or more domestic short breaks over the rest of the year compared to normal.
- Confidence in the ability to take a (hypothetically booked) UK holiday during September is up at 38% (vs 35% last Wave). Conditions essential for people to stay in accommodation this summer (hand sanitisers, cleaning, masks etc) are covered on p31.
- The main reason cited among those lacking confidence is having ‘concerns about catching COVID-19’ but ‘personal finances’ is increasingly becoming a concern – the second and third most cited reason for the autumn and winter periods respectively.
- 19% anticipate taking an overnight trip during September-October, with a further 21% intending to take a trip between November-March.
- Uncertainty is evident – the levels of planning and booking winter trips remain low.
- In terms of region/nation likely to be visited between now and the end of October, the South West continues to dominate, followed by Scotland and Yorkshire & the Humber (both on 12%).
- ‘Countryside or village’ is the leading destination type for summer (35%), autumn (38%) and winter (36%), while intention to travel to a ‘city or large town’ jumps significantly from autumn (21% of intended trips) to winter (34%).