Brits seek affordable luxury holidays

Four-star stays and bespoke packages are becoming increasingly popular with travellers.

Tom Harrison
Content writer
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Posted 09 OCTOBER 2019

Forget buckets and spades – UK holidaymakers are looking for much more from their breaks, new research from ABTA reveals.

High-end experiences are in high demand, with the majority of people staying in four-star accommodation and almost one in five having booked personalised package holidays.

At 88%, the highest number of people since 2011 are going away this year, ABTA’s Holiday Habits report shows. And while they have high expectations from their breaks – whether it’s where they stay, the type of trip or how they travel – they don’t want to break the bank.

Holidaying in style

Staying in high-end accommodation is now expected by many people, with 55% going for four-star luxury in the past 12 months. When it comes to young families, the figure rises to 60%. And one in five people have stayed in five-star accommodation.

Holidaymakers also want to travel in style, with 37% going premium economy or a higher class in the past year. This is especially popular among 14-35-year-olds, with 48% choosing this way to travel. Families (47%) were also keen.

And to put icing on the holiday cake, travellers are taking advantage of services like chauffeur-driven car transfers, premium airport lounges and luggage delivery drop-offs at the airport.

Bespoke and luxury packages

While the majority of people (64%) are choosing ready-made packages, an increasing number (18%) want to customise their holidays with transfer upgrades, choosing a specific room and even booking their sun loungers. And 9% are going for tailor-made packages.

Mark Tanzer, ABTA Chief Executive, said: “Holidaymakers’ tastes are evolving, as are their expectations.

“The travel industry is continually adapting to the changing expectations of customers; whether it’s tour operators expanding their hotel offering to suit differing tastes, providing affordable luxury holiday destinations or offering great value flight upgrades.”

Patrick Ikhena, Head of Travel at Compare the Market, said: “It’s great to hear that customers are seeking more and more from their holidays – but before setting off on a high-end trip, customers should also be sure they have appropriate travel insurance in place.”

Patrick added: “Make sure you’ve declared any pre-existing medical conditions, and that you’ll be covered for any medical bills you might face while away. Also, check that your single article limit meets the cost of replacing your most expensive personal belonging in case it gets damaged, lost or stolen.”