United Kingdom

An online survey conducted among 2,700 UK citizens aged 18-74, all of who take at least one holiday a year, was conducted by Arkenford on behalf of Visit Jersey in autumn 2015.  Respondents all lived within sixty miles of an airport or port with direct access to Jersey.  Key findings include:

  • Brits remain one of the world’s most well-travelled groups, with destinations in mainland Europe the most frequently visited
  • A weekend short-break is the most frequently taken type of holiday, although those of retirement age are just as likely to be found taking a midweek short-break
  • City breaks, beach holidays and holidays in rural areas are the most commonly taken type of holiday
  • Visiting local markets, going out for a special meal and going for a walk by the coast or in the countryside are among the most popular activities undertaken on a holiday or short-break
  • The type of accommodation most preferred is a 4 or 5-star chain hotel or self-catering
  • When choosing accommodation, Brits are keen to ensure that there are pubs and restaurants nearby, that tea and coffee making facilities exist in the room and that credit cards are accepted
  • Facebook and Twitter are commonly used across all age groups, while WhatsApp is mostly used by younger cohorts
  • When asked about what had influenced destination choice of their most recent trip there was variation by age, but overall material seen on websites, personal experience and recommendations of friends and relatives were most commonly cited
  • 28% of the sample had visited Jersey at some point in the past but for many of these the visit had taken place more than a decade ago
  • The most positive perceptions of Jersey were as a destination offering the opportunity of coastal and countryside walks, being close to the sea and beaches and for the attractiveness of the scenery and landscape
  • By contrast the attributes for which Jersey was perceived least strongly were for offering good value for money, the cost of getting there and being able to get in the car and drive straight there
  • When examining what it is that actually motivates Brits to pick a destination the most important attributes are having time to relax, the destination offers good value for money, spending quality time with family and friends, the attractiveness of the scenery and landscape and having lots of choice of things to see and do