Britons priorities when booking a holiday cause a stir

Published on 1 January 1970 by Raffick Marday

New research reveals the priorities people have when booking a holiday, with some fascinating results.

The 2011 ABTA Consumers Trends survey outlined the top ten essentials for booking a holiday. Contrary to what most people might think, low prices were not at the top of the list as only 53% of those questioned cited this as a major factor.

Overall, what most people look for more than anything is safe and secure accommodation (86%) while eight in ten (79%) see a financial protection scheme as essential. In this sense, ATOL (74%) and ABTA (73%) membership are within the top five positions of consumers' preferences when booking a holiday.

Other requirements on the list include booking the holiday with a company that has well trained and experienced staff (67%), the ease of transport connections (63%), the range of holidays on offer (58%), the convenience of the location (55%), booking it with an established, trusted brand (55%) and finally, the price (53%).

"Even in a year when customers are tightening their belts the lowest cost is not their number one consideration. The message from our customers is loud and clear: financial protection is a top consideration when booking their holidays,” said Mark Tanzer ABTA Chief Executive.

Save money with travel money cards

Despite the fact that other factors finished higher up this particular ranking, money is still a key issue.

While you certainly should choose a trusted and well established travel agency instead of the cheapest one just for the sake of saving money, it doesn’t mean that you need to spend a fortune on your holiday. There are other techniques that will help you to travel in a savvier way.

Products such as travel money cards are great for skipping the ridiculously expensive commissions that most banks charge for using credit cards abroad. A good recommendation is to compare travel money card conditions and choose the one that best matches your destination.

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