Government’s ‘holiday at home’ campaign failing to make an impact

By | Category: Travel news

Research shows over two thirds of Brits not affected at all by £3m advertising campaign

The government’s ‘holiday at home’ advertising campaign, led by Visit England and regional tourist boards, appears to be failing in its efforts according to research by prepaid currency card provider, Caxton FX.

A survey of over 2,000 UK adults, conducted by YouGov on behalf of the currency experts, found that the campaign has had no effect at all on more than two thirds (67%) of Brits, who still plan to holiday abroad this summer.

A further 13 per cent of people admitted that they hadn’t seen the campaign at all and, for one in every 25 people, the advertising campaign has actually made them less likely to holiday in Britain. Whoops!

“In spite of substantial investment, it seems that Brits are still committed to holidays abroad and with the pound currently very high against the euro, holidays abroad can offer good value – especially for those people who would prefer to avoid the Olympics this summer!” commented James Hickman, managing director, Caxton FX!

The research also looked at the factors that would put a holidaymaker off visiting a particular location. Across the UK, political unrest affecting a travel destination, such as the recent riots in Greece, were cited as the biggest reason not to visit somewhere.

However, there were noticeable regional variations in other factors that would influence holiday-making decisions. Brits in the north east are the biggest sun-seekers, with a quarter (33 per cent) citing unseasonably bad weather just behind a bad review from a friend (35 per cent) as a resort turn-off, much higher than the UK average of 26 per cent.  People in the West Midlands are the most cost-conscious, citing cost of accommodation (36 per cent) and flights (30 per cent) as the two top deterrents (after political unrest – 54 per cent). Londoners, Scots and the Welsh also appeared to be frugally minded, with costs of flights featuring second in the lists for these Brits. The East Midlands has some of the most tech-savvy people, with almost half (43 per cent) stating that a poor online review would be their biggest holiday turn-off; followed by a poor review from friends and family (35 per cent).

Here at CD-Traveller towers, we want to know where YOU will be holidaying in 2012. Has the government’s holiday at home campaign been a help or a hindrance in persuading you to explore, what’s on your doortstep? Let us know by posting a comment below!



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