Brits on the move: Summer 2024 travel trends

Increased travel intentions for Summer 2024

This summer, travel intentions are high. Three-quarters (77%) of Brits have already travelled or plan to later this summer, reflecting a strong desire to explore. Interestingly, the choice of destination is split. Around half (53%) favour short breaks or holidays in the UK, while 46% prefer to go abroad.

Savanta’s recent poll also shows that a quarter (27%) plan to take more trips compared to last summer, indicating a robust travel appetite.

Number of trips compared to last summer

The cost factor, a double-edged sword

While enthusiasm for travel is high, cost considerations are pivotal for those taking fewer trips this summer. Almost six in ten (57%) cite the cost-of-living crisis as the primary reason for fewer trips and 44% are concerned about travel costs. Other reasons include time constraints (23%) and changes in personal responsibilities (22%).

Despite these challenges, on average, Brits plan to spend £2,140 on all their summer trips this year (including transport costs and accommodation).

Reasons for taking fewer trips this summer

Navigating transport choices

The choice of main transport mode for summer trips varies widely:

• 42% are taking to the skies, opting for airplanes
• 32% are driving their personal cars
• 12% are taking trains
• 5% are travelling by bus or coach

When it comes to the factors influencing the choice of transport, cost, convenience and travel time emerge as top factors across all modes. However, convenience is the top factor for personal car users, while cost is the primary concern for all other transport modes.

Additional nuances are evident when other, secondary factors influencing transport choices are considered. Air travelers also consider safety and flights availability important. Personal car users, on the other hand, value accessibility and travel experience. Train users emphasize the availability and accessibility of trains, while safety and travel experience remain notable for those taking buses or coaches.

Most important factors when travelling by…

Balancing consumer travel priorities is key

So what does this mean for transport companies? While the travel landscape for Summer 2024 looks strong, it is important to address the variety of UK travelers’ needs and expectations. Transport companies need to provide a balance between cost, convenience, and travel time as well as pay close attention to other important factors to ensure they stand out and remain competitive. Offering tailored services that cater to the diverse needs of travelers and enhance their experience could be an effective strategy.

About the Savanta General Public UK Omnibus

Our weekly omnibus offers a fast-turnaround insights around the perceptions, attitudes and behaviours of the UK population. Whether you want to track attitudes and behaviours over time, or need to ask a range of questions to enable quick decision making, we can help you uncover the key insights in a timely and cost-effective approach!