Domestic sentiment tracker 

The general impact of the cost-of-living crisis

The cost-of-living crisis is still strongly influencing domestic trip taking. Compared to the last wave we reported on, there are no clear changes to the personal impact of the crisis. Around 7 in 10 continue to either been "hit hard" or are being "cautious and careful".

Looking at perceptions of the crisis, there are some signs of improvement. The public are less pessimistic about the future than at any point since June 2022 (although few think things will get better).

The impact of the crisis across life stages differs considerably. Retirees the least negatively impacted and older independents the most. Higher incomes are also unsurprisingly less impacted.

The impact of the cost-of-living crisis on travel intentions

Over half of the UK and Scottish population anticipate the crisis to impact their UK overnight trips and day trips.

Key ways the public anticipate to cut back is by:

• "spending less on eating out"
• "choosing cheaper accommodation"
• "looking for more free things to do"

69% of UK residents intend to take a UK holiday or short break in spring or summer 2024. This proportion is relatively flat compared to previous waves where intentions had been higher than the year before. We will continue to monitor if this is a sign of a slow down in domestic trip taking.

A strong caveat, however, is that there remains an "intentions gap". Past waves of research show that actual trips taken is often lower than intended trips as some of these trips may not materialise.

Intentions to visit Scotland

Intentions to holiday in Scotland are holding strong for spring and summer 2024 (at a consistent level with the year before).

Scotland is the fourth most popular destination in the UK for spring and summer trips. It's marginally behind  the South West of England, London and the North West of England.

The majority of Scotland trip intenders are set to come from outside of Scotland. London, North West of England and South East of England are driving the strongest numbers.

Scotland is the destination in the UK with the lowest "already booked" and the highest "yet to decide where to go".  

The non-bookers are more likely to be financially stretched, younger and living outside Scotland.  As non-Scotland residents stay longer and spend more, it is important to encourage non-bookers to book.

Trip length

Trip lengths are set to be shorter than in 2023. Scotland short breaks more likely than longer breaks.

Trip length does vary by destination type but all (other than rural coastline trips) are set to experience a shift to shorter breaks.

Destination types

The intention to visit Scotland’s large cities continues to increase, doubling compared to 2022.  Interest in visiting both Edinburgh and Glasgow have increased.

However, if non-Scottish intenders do not book their trips, Scotland’s large cities may not see these intended trips materalise.

Motivations for Scotland trip intenders (April to September)

Scotland domestic intenders visit Scotland for a range of reasons. Connecting with nature is the leading most "tangible" reason. 

Nature, food, and heritage are the key activities that domestic trip-takers intend to explore. Fun and adventure also makes up a sizeable minority.

Accommodation for Scotland trip intenders (April to September)

"Hotel / motel / inn" is the number one accommodation type for Scotland intended trips in April to September 2024.

However, intention to stay in a hotel has declined for the third consecutive wave, with "guesthouse" also dropping.

Cheaper options like friends or relatives and someone else's home on a commercial basis  has increased for the second consecutive wave.