Viajes India
5th December 2009
Trafalgar: value the key, not cheap deals
Holiday makers are more influenced with value for money than rock bottom pricing, casting doubt over the tactic of heavy discounting, according to new research.
In the latest Travel Trends study, 63% of over-40s rated value as the most important element in booking a holiday, followed by a desire for luxury at 31%. Remarkably, only 4% said low prices were the key motivator. “This finding challenges the more commonly held belief that cheap deals are the most influential factor for consumers when it comes to choosing a holiday,” a travel analyst said. “People are looking for value for money. It is not all about cheap prices.” But in an apparent contradiction, when asked how they attain value for money, 95% of the 511 respondents said cheap or discounted airfares was the key factor. A similar number believed a strong dollar and favourable exchange rate provided value for money along with an all inclusive package. Discounted tours and accommodation resonated with 91% but companion airfares only struck a chord with 83% of holidaymakers.” We had a ‘buy one get one free’ offer and I was surprised at the sales,” a travel agent remarked. “It didn’t work as much as we anticipated. Savings of $900 per couple worked better.” The study, carried out by Galaxy Research, also revealed that 44% of holidaymakers put cash aside for their holiday for 12 months, with 26% saving for between seven and 12 months.
In the latest Travel Trends study, 63% of over-40s rated value as the most important element in booking a holiday, followed by a desire for luxury at 31%. Remarkably, only 4% said low prices were the key motivator. “This finding challenges the more commonly held belief that cheap deals are the most influential factor for consumers when it comes to choosing a holiday,” a travel analyst said. “People are looking for value for money. It is not all about cheap prices.” But in an apparent contradiction, when asked how they attain value for money, 95% of the 511 respondents said cheap or discounted airfares was the key factor. A similar number believed a strong dollar and favourable exchange rate provided value for money along with an all inclusive package. Discounted tours and accommodation resonated with 91% but companion airfares only struck a chord with 83% of holidaymakers.” We had a ‘buy one get one free’ offer and I was surprised at the sales,” a travel agent remarked. “It didn’t work as much as we anticipated. Savings of $900 per couple worked better.” The study, carried out by Galaxy Research, also revealed that 44% of holidaymakers put cash aside for their holiday for 12 months, with 26% saving for between seven and 12 months.
" Travel Weekly "
