Travel Vision Survey 2019 Published

Providing a valuable insight into 2019 holiday and leisure intentions

18 December 2018: The results of the 2018 TravelVision survey, predicting the future travel booking behaviour of the holidaymaker, have been published providing a valuable insight into 2019 holiday and leisure intentions.


More than 330,000 consumers voted in the 2018 British Travel Awards with 7% (over 22,000 consumers) going on to complete the TravelVision survey, which is featured alongside the voting form each year. The survey quizzes the consumer about their holiday plans and in the 10 years it has been produced it has proved to be an accurate forecaster.


Key findings for 2019 revealed

  • 83.88% were definitely going on holiday in 2019 and 26.12% have already made bookings.
  • 36.27% were planning two holidays; 39.61% more than two
  • 50.97% were planning a beach holiday; 15.57% a city break
  • 24.87% were planning a UK holiday; 22.29% USA / Canada; 13.85% Southern Europe. Caribbean was ranked higher at 8.63% than Western Europe at 8.18%.
  • 40.53% said if they had more money to spend on holidays they’d go abroad more frequently.
  • 32.57% were considering an all-inclusive.
  • Only 11.93% said they’d never been on a cruise
  • 37.42% said they’d be most interested in booking a Med Cruise
  • 37.58% said their average spend per person on main holiday was £1000 (travel & accommodation only)
  • 27.73% said they got their foreign currency from a high street retailer or supermarket
  • 54.41% said they preferred cash on holiday

Top Influencers in choosing the holidays were travel agents’ websites 24.22%; tour operator websites 21.99%; review websites and online forums 15.14% and recommendations from friends and family 12.89%. Social media content only scored 0.28% as an influencer. Price, reputation and previous experience with the same company were the most popular influencers for booking with a particular company with 48.16% preferring to book as a package with one company.

Lorraine Barnes Burton CEO of the British Travel Awards, the producer of the TravelVision survey said: “The fantastic UK summer of 2018 may have influenced the consumer to give the UK the highest result for destination being considered for 2019 holiday and it’s interesting that Western Europe has slipped down the list – could this be Brexit uncertainty influencing choice?  Cruise continues to grow in popularity and the old negative perceptions are starting to decrease with only 1.49% saying cruises were for retired people!


“The TravelVision survey has proved invaluable to many travel companies, who have utilised the results, and in the 10 years of producing the survey has proved to be an accurate forecaster of future leisure travel booking trends.”


The profile of the survey completer covered a cross section of society but 61% were female; 62% married; 63% had no dependents living at home; 53% employed (33% retired); 58% had managerial, admin or professional occupations.  Of their most recent holidays 48% had holidayed in Europe; 26% outside Europe and 25% within the UK.  69% sourced their most recent holiday online and of these 27% booked directly with the airline, hotel, car rental, ferry or rail company with 23% booking online with a tour operator.


For further media information contact:
Jane Richards
T: 07711 101493 E:

Lorraine Barnes Burton
T: 07557 951027 E:




The British Travel Awards is a proudly independent organisation, with consumer votes verified by leading global business practitioners - Deloitte. The BTAs are the only travel industry accolade voted for exclusively by the travelling public, and the Awards serve to recognise all that is great about travel, as experienced by the travelling consumer. for pictures from the 2018 awards gala event for details of the 2018 winners and awards process

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