With its vibrant Christmas markets, abundant shopping opportunities and festive pubs aplenty, the UK has always been a popular choice for a holiday getaway. With only six weeks to go until the big day the Christmas countdown is officially on. But while last year’s Covid restrictions have come to an end, there’s now the cost of living crisis to consider.
However, despite uncertainty around the cost of living crisis, travel appears to remain a priority as December bookings to the UK are up across the board. Although bookings are slowing down for domestic and international flights, total December bookings are up year-on-year since much of the bookings were made months ago. While international flights coming from outside Europe to the UK are up 105%, year-on-year, European flights are up 73%, with domestic flights up 38% over the same period.
As of end-October the top five origin countries travelling to the UK this Christmas were the United States comprising 32.12% of total flight bookings, perhaps taking advantage of the dollar rising against the Euro, Spain (8%), France (7%) Italy (7%) and Germany (7%).
Looking at lead times over half of the bookings (51%) to the UK have been made over three months in advance and over two thirds (38%) made between two to three months, likely due to consumers seeking to secure favourable rates on flights. The majority of travellers are booking longer trips to the UK of 8-14 days (37%), with nearly a third (29%) staying up to a week and one fifth (20%) over a fortnight.
Despite the cost of living crisis, outbound holiday bookings are up 50% compared to the same time last year. Last month, 35% of all booked Christmas trips are for travel within Europe (+31%), 17% within Middle East and Africa (+39%), 17% within US & Canada (+32%), 8% South Asia (+29%), 7% Latin America and Caribbean (+46%), 6% Oceania (+495%), 6% Southeast Asia (+325%) and 3% East Asia (+339%). APAC and Oceania all had stronger travel restrictions in place this time last year which could be why we are seeing a larger uptick in bookings from UK travellers to these far-flung destinations.
“While the impact of the cost-of-living crisis is perhaps starting to be felt, our data shows travellers aren’t willing to sacrifice travel this Christmas season,” says Sam Eads, Senior Sales Director at Sojern, a provider of digital marketing solutions for travel. “Destination Marketing Organizations (DMOs) and Tourist Boards should take note of those regions showing the most interest from inbound international travellers, and use intent data to reach these potential travellers with messaging from your particular destination. With 2022 holiday bookings up on 2021 levels overall we’ll be watching closely to see if demand for ‘revenge travel’ continues well into 2023 or starts to falter.”