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Brits look for bargains for a place in the sun

Blog post   •   Jul 30, 2014 13:39 BST

More than one in four people are exploring ways to save money on their summer holiday this year – and 26% aren’t planning on having one.

The findings are from the latest 13th edition of elephant’s Austerity Britain research, which explores consumer confidence and spending habits on a range of activities and situations.

The research also suggested the two main drivers behind holiday choices were recovering from hectic schedules and stress and wanting to re-connect with the family.

Across the board, many people said they had been looking at ways to have a cheaper holiday and different people adopted different strategies to achieve this. Larger families said they were more likely to opt for a UK break, older people were delaying holiday timings and students were looking for cheaper travel options.

The research also looked at the essential suitcase items that people felt they couldn’t live without. The smartphone emerged as a ‘must take’ item, but when it came to reading traditional books beat e-book readers.

For more information on the research or to book in for a session on the research findings, contact