Affordability will continue to be the top priority for British consumers when choosing their holidays, according to PricewaterhouseCoopers (PwC), which predicts a “positive way forward” for the travel industry.
Speaking at the Abta Travel Convention in Calvia, Mallorca, Eleanor Scott from Strategy&, a member of the PwC UK network, presented research on customer behavior alongside Sam Farnfield and Rick Jones, head of PwC’s UK travel practice.
Scott highlighted that this summer’s PwC survey shows that “value for money” remains the deciding factor for British travelers.
“The top priority in our survey was cost and affordability,” she said. “Consumer confidence is still fragile and that means people are spending more carefully. When consumers are mindful of how they spend, they want to feel like they’re getting real value — and that needs to be not only delivered, but communicated well.”
She clarified that “value for money” doesn’t necessarily mean the cheapest holiday package, but an overall satisfying experience that justifies the cost.
For his part, Jones noted that despite economic uncertainties, consumers are still prioritizing experiences, including overseas travel.
“We see that experiences remain a priority,” he said. “Travel is very high on Britons’ spending intentions for the coming year. 35% of respondents said they plan to spend more on travel in 2025.”
Concluding the presentation, Jones emphasized that, despite the political and economic environment, the outlook for the travel industry remains positive.
“Despite the macroeconomic context, we believe the road ahead is optimistic for the travel industry,” he said.
