“Holiday at Home”, the government-backed advertising campaign designed to increase domestic tourism in 2012 has failed to make a sizeable impact on much of the UK public.
New research, conducted by YouGov on behalf of Caxton FX, reveals that the £3 million campaign has had no impact on 67% of the population – the percentage of people who intend to holiday abroad this summer.
More worryingly, 13% are not aware of the ad campaign at all and one in every 25 people claimed that the ads discouraged them to holiday at home.
“In spite of substantial investment, it seems that Brits are still committed to holidays abroad,” explained Caxton FX MD, James Hickman, “and with the pound currently very high against the euro, holidays abroad can offer good value – especially for those people who would prefer to avoid the Olympics this summer!”
Holiday At Home: A Regional Breakdown
- the North East and North West are the region’s most positively affected by the advertising campaign – with a fifth (19%) of people in both regions now more likely to holiday in the UK
- Scotland was the least positively affected area, where 1 in 10 (9%) said that the advertising campaign has made them less likely to holiday in Britain.
Holiday Turn Offs
The research also looked at the factors that would put a holidaymaker off visiting a particular location. Across the UK, political unrest affecting a travel destination, such as the recent riots in Greece, were cited as the biggest reason not to visit somewhere.
However, there were noticeable regional variations in other factors that would influence holiday-making decisions. Brits in the North East are the biggest sun-seekers, with a quarter (33%) citing unseasonably bad weather just behind a bad review from a friend (35%) as a resort turn-off, much higher than the UK average of 26 per cent.
- People in the West Midlands are the most cost-conscious, citing cost of accommodation (36%) and flights (30%) as the two top deterrents (after political unrest – 54%). Londoners, Scots and the Welsh also appeared to be frugally minded, with costs of flights featuring second in the lists for these Brits.
- The East Midlands has some of the most tech-savvy people, with almost half (43%) stating that a poor online review would be their biggest holiday turn-off; followed by a poor review from friends and family (35%).
“Summer holidays are a costly luxury for most and it’s evident that when Brits are spending their hard earned money, they want it to be a faultless, dream holiday,” continued Hickman.
“Clearly, consumers are increasingly sensitive to the news agenda, as the Greek riots, the euro zone crisis and the ever growing importance of peer-to-peer review sites such as Trip Advisor are all affecting our holiday making decisions in 2012.”