Markets
Market insights snapshot - United Kingdom
Learn about market spend and recovery trends, current buyer organisations, and consumer priorities for the United Kingdom market.
Market trends
- The UK market is exhibiting its proven resilience. Despite the pressures of a high cost of living, sluggish economy and geo-political uncertainty, consumer demand for international holidays remains strong.
- The travel trade is optimistic for 2024 and reported record trading days in the January peak booking period. Visitor numbers are tracking at around 83% of 2019 levels. Leisure travel accounts for 86% of all UK arrivals.
- Familiar seasonal travel trends have returned, however average length of stay and expenditure has increased.
Buyer snapshot
- There are 48 individual Buyers registered to attend ATE24 from the UK and Northern Europe. Most are well-known returning Buyers. There are eight New Buyers, all of whom are luxury travel specialists.
Consumer trends
- Out of Region (OOR) travel for UK travellers is gaining momentum following the lull experienced during 2020 and 2021 because of the COVID-19 pandemic. Four in ten UK OOR travellers are High Yield Travellers (HYT), with a good spread in terms of gender, age, life stages and regions.
- Approximately half of UK OOR travellers are aware of Australia as a holiday destination, with roughly three in ten considering travelling to Australia within the next 4 four years.
- For UK OOR travellers Australia is strongly associated with world class beaches/coastlines/marine wildlife, having different and interesting wildlife, having an appealing climate and having good infrastructure.
- Competition is fierce for OOR travel from the UK, with North America holding the largest market share.
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