• “There’s no place like home,” or not according to latest survey

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    Gen z (18 – 24-year-old) travellers have visited more places overseas than UK destinations, a recent survey reveals…

    Travellers aged 18-24 have visited more overseas destinations in the last five years than they have in the UK, according to a new study by Best Western Great Britain, suggesting that more attention needs to be made into the design direction – and facilities – of hotels in Britain.

    The research explored UK travel trends, revealing the holiday habits of the nation and the main influences on their choice of holiday destination.

    The study found that people between 18 and 24 years old have seen more destinations abroad than they have in the UK. This generation, on average, has visited four places overseas, while only visiting two locations in their home country.

    It’s not all bad for Blighty though. In general, one in four people surveyed (25 per cent) say they have visited three UK destinations in the past five years, whilst a similar amount (24 per cent) said that they haven’t visited any overseas destinations, indicating that UK tourism is still alive and well, despite global travel taking priority among younger travellers.

    People aged over 55 years are the most likely to have not visited a destination abroad in the last five years (29 per cent). This decision could be down to the price difference between a UK and international break, with this age group stating price as the main influence that persuades them to visit a UK tourist destination.

    The research also explored Brits’ major motivations for choosing their holiday destination. Over half (57 per cent) of those in Yorkshire stated that they are most influenced by price when considering a vacation – just higher than the national average of 54 per cent.

    The top 10 influences on booking a UK break are:

    • Price (54 per cent)
    • Attractions/landmarks (52 per cent)
    • Views (49 per cent)
    • Hotels / accommodation (39 per cent)
    • Weather (39 per cent)
    • Food and drink (29 per cent)
    • Culture (23 per cent)
    • Accessibility i.e. good transport links (22 per cent)
    • Proximity to home (19 per cent)
    • Nostalgia (19 per cent)

    Rob Paterson, CEO at Best Western Great Britain, said: “It was fascinating to learn which factors Brits consider the most when choosing where to travel.

    “Sometimes we can be guilty of prioritising overseas travel and forgetting about the wonderful places closer to home. Staycations allow you to get away and explore our beautiful country, without the usual high costs and stress of travelling abroad. There is more to explore in Great Britain so for your next holiday, why not consider visiting some of our own brilliant destinations?”

    The survey launches after another study concluded that 95 per cent of travellers would, these days, rather spend money on a luxury experience rather than a luxury product. 

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  • AUTHOR

    Hamish Kilburn

    All stories by: Hamish Kilburn