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The Year of the Big Family Holiday: Brits Set to Spend Over £80bn on Family Holidays this Year

Hilton London Canary Wharf
  • Brits are willing to spend £83.6bn* on holidays this year, which comes as 37% admit they haven’t fully used their annual leave from work since before the pandemic
  • 77% of respondents said spending time with their family is now the most important thing to them post-pandemic, with holidaymakers set to go on nearly three trips in 2022 with 49% of travellers taking their kids, 46% with partners, 23% with parents and 11% with grandparents
  • Research also reveals that 33% of the nation are keen to travel with their pet, with nearly half (47%) admitting they would prefer to travel with their furry friends over a partner
  • While 2022 is the year of the big family holiday, nearly a third (31%) describe the process of planning a family holiday as ‘frustrating’, while one in five (21%) feel it is ‘painful’
  • The new research comes as Hilton’s 2022 Trends Report unpacks how traveller’s needs and interests have shifted post-pandemic

LONDON, UK: 25 May, 2022 – As the worst effects of the pandemic pass, travellers are expected to make more considered travel choices. In fact, with over a third (37%) of the nation admitting they have not fully used their annual leave since before the pandemic, new research by Hilton (NYSE: HLT), reveals that Brits are prepared to spend an estimated 34% more on their holidays this year than pre-pandemic - an average total of £1,246 per person on travel, and an impressive £83.6bn as a nation this year.

However, despite this willingness to spend, value remains key to UK holidaymakers as affordability ranks the top ‘must-have’ for half (50%) of holiday-goers, with 30% of Brits only booking a holiday if there is a good deal or discount.

As two-thirds (66%) of Brits gear up for a family holiday this year, spend is not the only factor that has increased, as nearly half (49%) are planning longer breaks than pre-2020, maximising time away with their nearest and dearest. In fact, 77% of respondents said spending time with their family is now the most important thing to them post-pandemic, with Brits set to go on nearly three trips in 2022 with 49% of travellers taking their kids, 46% with partners, 23% with parents and 11% with grandparents.

Pets May Be This Summer’s Favoured Travel Companions

It’s not just human family members who are set to enjoy holidays together this year - dogs are also invited. The poll revealed that a third (33%) are keen to travel with their pet, with nearly half (47%) saying they would prefer to travel with their furry friends over a partner. In fact, four-pawed-pals are so prized by the nation that ‘pet-friendly’ became the third most used search filter on Hilton.com in 2021.

But it’s not just the animals that will feel the benefits of some time away, as nearly six in 10 (58%) feel a howl-iday with their pet would encourage them to explore the area on foot and spend even more time outdoors (57%). The addition of a fluffy entourage would also give one in four (43%) the confidence to strike up a conversation with a stranger - and even ask a stranger on a date (38%).

To meet this growing demand, as of 1 April 2022, Hilton offers more than 5,000 pet-friendly hotels globally across its portfolio. With 74 dog-friendly hotels in the UK and Ireland, Hilton also offers a bespoke dog menu, Bone Appétit, across a number of its properties.

Families Craving a Break Find Holiday Planning a Frustration

In spite of this commitment to making 2022 the year of the big family holiday, over six in 10 (62%) said they find it difficult to please everyone when finding the perfect family destination. 

While nearly half of respondents (45%) say they find hunting for the perfect holiday exciting, nearly a third (31%) said they found it frustrating, and over one in five (21%) describe the process of planning a family holiday as painful. Nostalgic for simpler times, over half (52%) of those that book for the family claim to miss going away with just friends or partners and the relatively easy planning that ensued.

To ease any tension, Hilton Honors allows members to maximise their time off through exclusive benefits and discounts and by offering digital innovations, like contactless arrival. Enabling guests to bypass the front desk and go straight to their room, using digital check-in and digital key from the Hilton Honors app.

The Pandemic Has Changed What Brits Now Prioritise for a Holiday

Hilton’s 2022 Trends Report highlights dozens of eye-opening travel and behavioural trends that are leading to innovations both inside and outside of the hotel globally. In particular for Brits, six key themes have been identified that are prioritised when booking a holiday post-pandemic:

  • 49% – Getting immersed in the local culture and community
  • 48% – Taking a holiday that supports sustainability
  • 48% – Selecting an activity-packed holiday
  • 44% – Organising a big group holiday
  • 40% – Taking multi-destination trips
  • 33% - Getting away with pets

“There is a huge amount of pent-up demand for people to take much-needed breaks from their everyday lives to recharge, relax and experience the world around them once again,” said Patricia Page-Champion, senior vice president and global commercial director, Hilton. “Inspired by our 2022 Trends Report, our findings illustrate how the events of the last two years have affected traveller preferences and passions. We have gained a deeper understanding of what people will be craving this summer – from more time with loved ones, to getaways with our four-legged friends – and are confident that our hotels are ready and waiting to welcome our guests and deliver our world-renowned hospitality.”

To read Hilton’s 2022 Trends Report, visit stories.hilton.com/trends. To start planning your summer holiday and earn exclusive perks, visit Hilton.com and join Hilton Honors for free.

Notes To Editors:

*Latest data from ONS reveal the UK population is 67,100,000. Hilton’s survey referred to above, reveals that the average holiday spend per person this year is £1,246, which means the total national expenditure is £83,666,990,000.

Methodology

Consumer research was conducted by One Poll with 2,000 UK adults. The survey took place between 26th April and 4th May 2022, on behalf of Hilton.


About Hilton

Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 18 world-class brands comprising 7,000 properties and 1.1 million rooms, in 122 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed more than 3 billion guests in its more than 100-year history, earned a top spot on Fortune's 100 Best Companies to Work For list and been recognized as a global leader on the Dow Jones Sustainability Indices for five consecutive years. Hilton has introduced several industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the 139 million members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.