The UK travel industry is on a knife-edge.
According to a study by MarketResearchWorld the British package holiday market is dwindling as Brits demand more and more from their holiday. More and more people want the full holiday experience when they go away, something it is impossible to receive within the UK. What this means is that fewer and fewer Brits are holidaying on home soil, opting more for short getaways in the UK rather than full blown holidays. The seaside holiday is a nostalgia that is dying out in favour of sun, sea, and sand abroad.
There can be a few reasons associated with this. The first is very simple. In the UK we have really shocking and unpredictable weather. Our two choices for a summer holiday are rain or torrential rain, and that just doesn’t do it for people.
Another reason can be attributed to the Information Age and the popularity of the Internet. As travel blogs become popular as does travelling. As the internet distributes Linkbait and pages designed to show off the best and the brightest in the world, as do those places gain popularity. Urban explorers show off the greatest cities in the world, and those in the outback show off the best of the wilderness. Such content is inspiring, encouraging more people to go abroad.
The big questions are: What does this mean for the travel industry? What does this mean for hotels?
The answers to the above questions are far simpler than they may first appear. What this means to the travel and hotel industries are surprisingly similar.
With more and more Brits going abroad it is important to make holidaying in the UK as attractive as possible. It is no longer possible to simply add a bucket, a spade, and fish & chips to please the holiday going public. Instead studies show that Brits want culture, they want to feel like they have learned something by going away, they want to have seen new sights and experienced new things.
Those Brits who do still holiday within the UK want to have more for their money and what this has lead to is an increase in the British people organising their own holidays rather than going specifically to travel agents. More of the populace are taking planning their holiday into their own hands.
Interestingly, according to the aforementioned study, some 40% of people admit to planning a holiday using the internet or an internet tool, whereas only 27% of people (less than one third) admit to going to travel agents.
This means a few things for the travel industry, but most notably is the use of internet tools. The travel industry needs to (a) offer more in terms of activities and emphasise reasons to visit specific locations and (b) the travel industry needs to make sure their online presence is top notch. This latter one is incredibly important.
There are too many hotels and travel companies out there, too many resorts and entertainment complexes who have put their online presence on the back burner. This is simply unacceptable in the modern age as, with over 91% of households having the internet, more and more people are taking to the internet as a source of information. Not having a social presence, not having an up to date website, is almost unforgivable from a marketing perspective. It certainly is from the public’s point of view.
Luckily it is never too late to start. It is never to late for a company to turn around and say “yes please, let’s create a strong online presence.”
Travel companies need to understand that in order to be successful they need to push forward the benefits of each and every location. They need to make sure their public know what makes visiting them so special.
To start that journey please click on the button below.