New YouGov survey reveals 77 per cent of Brits are no less likely to travel compared with this time last year… but individual destinations have experienced decidedly mixed fortunes over the past 12 months.
Despite a period of seismic change across Europe, America and beyond, Brits have revealed their wanderlust remains largely undented with a staggering 77 per cent saying they’re either ‘more likely’ or ‘no more or less likely’ to travel compared with the same time last year, according to a YouGov survey for Airport Parking and Hotels Ltd.
Providing a unique insight into how the events of a turbulent six months on the domestic and world stage may have affected travel plans for the British population, the report also includes an interactive tool to contrast regional voting in June’s EU referendum with our current willingness to travel to Europe, the USA and beyond compared with 12 months ago.
Brexit vote versus Britain now…
Use APH.com’s interactive tool to compare how the British regions voted in the June Referendum with their travel intentions now. Going beyond Europe, the tool shines a light on how events have impacted on domestic travel along with our willingness to visit Donald Trump’s America.
See instructions below.
How to use: Click on the destination layers listed on the map, then drag the slider which appears from right to left in order to contrast how current regional travel plans compare with how each region voted in the EU Referendum. The top layer relates to regions and the percentage of respondents who are either ‘more likely’ to travel, or expressed ‘no difference’ to their plans compared with the same time last year.
Who’s travelling where? Europe and America revealed
Britain’s vote to leave the EU and America’s choice of Donald Trump as its 45th president are the stand-out events of the past 12 months, but how might they have affected the British population’s travel plans to Europe and the USA?
EUROPE: Are we more or less likely to travel there compared with this time last year?
The majority of Brits voted to cut political ties with Europe, but the ‘Leave’ vote hasn’t translated into animosity to the Continent, with a net 22 per cent of us ‘more likely’ to visit the Continent and 53 per cent reporting ‘no difference’ to their Euro-travel plans compared with 12 months earlier. This left a net figure of 20 per cent who said they’d be less likely to head for the Continent compared over the same timeframe.
Regional results for European travel: With Londoners revealing themselves as fervent Europhiles in the June Referendum, it was perhaps little surprise to see the capital coming out in solidarity with the Continent – returning a table-topping 29 per cent saying they were now ‘more likely’ to visit compared with a year earlier.
Despite returning the largest ‘Leave’ vote in the Referendum – at 59.3 per cent – the West Midlands trailed only London in positive Europe-bound intentions, with 28 per cent of those questioned saying they were ‘more likely’ to visit Europe compared with 12 months ago.
While the West Midlands turned-tables from top ‘Leavers’ to keen Euro travellers in the APH study, the same doesn’t apply for the East Midlands. Not only did its Referendum result return the second-largest Leave vote at 58.8%, the region is also revealed as ‘least likely’ to travel to Europe compared with 12 months ago. Other regions with a waning interest in travelling to Europe include the East of England at 24 per cent ‘less likely’ to travel and the South East with almost one in four not making travel plans involving the Continent.
Scotland: Despite returning an emphatic poll-heading 62 per cent vote to remain within the EU, Scottish respondents appeared to show indifference to subsequent European travel, with the region no ‘more’ or ‘less’ likely to visit the Continent compared with this time last year. Both the ‘more’ and ‘less’ camps returned a 21 per cent vote, with 54 per cent saying ‘no change’.
Age: The study reveals age plays an important role. With the majority of younger people voting to remain in the EU, data from the APH survey shows these travellers enthusiastically embracing the Continent with 44 per cent of 18-24-year-olds saying they’re ‘more likely’ to visit Europe than they were 12 months ago.
However, the older you get, the enthusiasm for European travel matches the trend of voting in the June Referendum, with those aged 55+ revealed as 25 per cent less likely to travel to Europe than they were this time last year.
AMERICA: Are we more or less likely to travel there compared with this time last year?
With unfavourable currency conversion from sterling to dollar and the controversial figure of Donald Trump inaugurated as President, the APH.com survey reveals that overall, Brits are a net 28 per cent ‘less likely’ to travel to the US than they were 12 months ago. Just 12 per cent said they were actively ‘more likely’ to cross the Pond.
Gender: Perhaps in reaction to widely reported historical remarks made by Donald Trump, the APH survey revealed British women feel much ‘less likely’ to travel to the US than males – with almost one-in-three taking a negative stance compared with 12 months ago. In comparison, just under one-in-four British men said they’d now be ‘less likely’ to visit the US.
Age: When it comes to age, it’s just 18-24-year-olds who come out as ‘more likely’ to visit America compared with six months ago. All other age brackets return a net ‘less likely’ to visit America, with those aged 55+ showing as 38 per cent less likely to travel there.
Regional results for travel to the US: Attempting to book a seat on a transatlantic flight is likely to put you in a very short queue, with the APH survey revealing that no regions of Great Britain are net more likely to travel to the USA when compared with those who are net ‘less likely’ to travel. Look out for good deals?
The regions with the highest ‘least likely’ to visit the US statistics are the East Midlands on 37 per cent, the West Midlands on 35 per cent along with Scotland and the South East where 31 per cent say they’re now less likely to visit the US compared with this time last year.
Looking further afield, the APH International Quarterly Travel Report collects data for travel to Africa, Asia, Australasia, Canada, Caribbean, Middle East and South America. The following shows a snapshot of how travel intentions have changed over the past year, with the Middle East and Africa suffering the biggest decline in favour.
About the APH International Quarterly Travel Trend survey
Launched as a quarterly review of travel trends driven by global events, the APH International Travel Report will provide a contemporary and historical insight into how such events impact the British public’s travel plans.
Additional digital downloads
Download the following assets from our Dropbox account here…
*Notes to editors: All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2051 adults. Fieldwork was undertaken between 19th – 20th January 2017. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).
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