Consumer sentiment in the UK domestic market

Understanding the sentiment of the UK market and the ‘mood of the nation’ is crucial to underpin a destination strategy.

VisitBritain's 2023 sentiment report outlines a number of themes which are important to consider when developing destination strategy and delivering consumer and trade communications.

Economic outlook for domestic tourism in 2023

Whilst the post-pandemic boom continues to deliver strong visitation within the UK market, an awareness of the economic forecast for 2023 is important to ensure destinations are prepared for future changes in consumer behaviour.

In VisitBritain’s 2023 Sentiment Tracker, the Cost of Living Crisis was noted as a cause for concern with consumers noting they may reconsider their travel plans on account of Rising Costs of Living, Personal Finances and Rising Costs of Holidays/Leisure.

Behavioural changes for Travel Intenders groups include ‘choosing cheaper accommodation’, ‘looking for more free things to do’ and ‘spending less on eating out’.

ALVA’s 2023 Sentiment Report tells a similar story, demonstrating the decline in positive sentiment when asked about their personal financial situation, however positively there is an uptick in the response data, which indicates a positive outlook for the remainder of 2023.

What is important to domestic UK holiday makers in 2023?

VisitBritain’s data indicates that ‘free cancellation’, ‘discounts and special deals’ and a ‘quick and easy refund process’ are of upmost importance to consumers in these challenging times.

ALVA’s sentiment data indicates there may be a greater propensity for those feeling the pinch to move from paid-for attractions towards free attractions and attractions which have a value add aspect to them.

What are domestic customers interested in?

The VisitBritain survey indicates 'trying local food & drink', 'walking, hiking or rambling' and 'visiting heritage sites' all skew highly for activities UK holiday makers are looking to do in 2023, for both the winter and summer intender groups surveyed. 

Looking ahead

Despite the concerns raised in the surveys, VisitBritain’s report shows 1 in 3 are looking to book a UK break in 2023, skewed towards the AB social group.

Travel Intender’s motives for travelling include ‘Family time or time with partner’, ‘to get away and have a rest’ and to ‘connect with nature and be outdoors’.