The start of a new year brings a sense of renewal and, for many in the UK, the perfect time to plan holidays, but how do people approach holiday planning? Is January the prime month to make holiday bookings or do Brits prefer to plan throughout the year? Let’s dive into the data and explore the trends.
January: The Month of Holiday Dreams
January has long been associated with planning and booking holidays. After the festive season, many people find themselves daydreaming of warmer climates or exciting adventures. According to a recent survey by ABTA (The Association of British Travel Agents), 35% of UK holidaymakers book their trips in January, spurred on by the “January blues” and attractive early bird discounts.
Travel companies also play a significant role in shaping this behaviour. This month sees a surge in marketing campaigns, from discounted deals to “book now, pay later” offers, encouraging early bookings. For many, locking in a holiday early in the year provides something to look forward to and budget for.
The Planners vs. The Spontaneous
While a significant portion of the population prefers to book early, another group takes a more flexible approach. Research reveals that just under half of UK travellers book holidays within 1-3 months of departure, highlighting a trend towards spontaneity.
Several factors influence this:
- Financial Flexibility: Some people prefer to spread costs and book trips gradually throughout the year.
- Work Commitments: Uncertain work schedules can make early bookings risky.
- Last-Minute Deals: The allure of snagging a bargain closer to departure can be irresistible.
Generational Differences
Age has also been shown to role in holiday planning habits:
- Millennials and Gen Z (c.40yrs and younger): More likely to take last-minute trips or book shorter breaks throughout the year, influenced by social media trends and flash sales.
- Boomers (c.60yrs and older): Often book well in advance, preferring to secure their preferred destinations and accommodations early.
The Rise of “Microcations”
Another emerging trend is the rise of “microcations”, these are short, frequent trips spread across the year. The popularity of these has increased and UK residents are more interested in taking weekend breaks or short stays domestically. This indicates the appealing nature, for some, of taking multiple smaller holidays rather than saving holiday days and money for one big trip.
Practical Tips for Holiday Planning
Whether you’re an early planner or a spontaneous traveller, here are some tips to make the most of your holiday bookings:
- Set a Budget: Early planners can take advantage of payment plans, while last-minute bookers should set aside a contingency fund.
- Stay Flexible: If booking elements in isolation consider destinations with multiple flight/hotel options to avoid price hikes busting budgets!
- Leverage Technology: Use apps and alerts to track deals and compare prices.
- Travel Insurance: Ensure you’re covered, especially for early bookings.
Conclusion
The UK’s holiday planning habits reflect a diverse mix of preferences. However, January remains a pivotal month for those who like to plan ahead, while a growing number of Brits embrace flexibility and spontaneity, booking multiple smaller trips throughout the year. Whether you’re an early bird or a last-minute adventurer, the key is to find an approach that suits your lifestyle and maximises your holiday experience.
We’ve certainly seen a few holiday requests landing in our in box in the first 2 weeks of January! This could be influenced in some part by the heavy snow/ice we’ve just endured!
So we’d best end here… we’ve got holidays to plan 😎
