Domestic sentiment tracker 

The impact of the cost-of-living crisis

As of July 2024, the cost-of-living crisis remains at the forefront of the public’s minds.  Around 7 in 10 have either been "hit hard" or are being "cautious and careful". This is a percentage that has barely shifted since first measured in June 2022.

Despite the continued air of pessimism around cost-of-living, there are some reasons to be more positive than in previous months.

The proportion stating "the worst has passed" in relation to the crisis, is now at its highest at 29%. This is more than twice as high as two years ago when first measured.

Some audiences are less impacted by the cost-of-living than others. In particular, retirees and those with a higher income are far less likely to be pessimistic about the crisis, or to cite financial reasons as a barrier to travel.

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

"Rising cost of living" continues to be the leading barrier to taking a domestic trip. Within which, "accommodation" is the main individual cost barrier.

As a result of these barriers, "choosing cheaper accommodation", "spending less on eating out" and "looking for more free things to do" are the main ways that people expect to moderate their domestic trip spending.

Around 1 in 4 also expect to cut back by taking fewer domestic trips, and 1 in 5 by travelling off-peak or staying with friends or relatives.

When non-trip-takers were asked why they did not take a domestic trip in the last 12 months, squeezed finances were front and centre. 35% saying they "couldn’t afford it" and 25% that they are "cutting back".

Personal finances were also central in driving domestic trip cancellation in the last 12 months. Of the 1 in 7 that claim to have cancelled a UK short break or holiday, nearly half cite financial reasons for doing so.

Intentions to visit Scotland

Looking forward to the autumn (between September and December), Scotland is the joint third most preferred destination behind London and the South West of England.

Furthermore, with London’s popularity higher in in November and December, Scotland is the second most preferred destination for a September break.

Notably however, and consistent with previous reporting, actual bookings for Scotland autumn trips are below other destinations. Around 2 in 5 having decided to go there but yet to book.

The low bookings are particularly high amongst non-Scotland residents (who make up a majority of Scotland intenders).

The life stage profile of Scotland autumn 2024 intenders is broadly similar to the profile of all UK intenders. Older independents and families make up the largest groups. Younger independents and retirees make up the smallest.

Scotland-based intenders are more likely to belong to older life stages.

Destination types

The Highlands and Edinburgh Area are the two most preferred Scotland destinations this autumn, followed by the Glasgow Area, West Coast, and Scottish Isles.

Also consistent with previous research, non-Scotland residents are more likely than Scotland residents to plan on visiting the Edinburgh area.

However, it should be noted that Scotland-based intention to visit Edinburgh is higher than in 2023 (16% compared to 12%).

Motivations for Scotland trip intenders (September to December)

"Family time or time with my partner" and "to get away from it all and have a rest" are the leading motivations for a short break or holiday in Scotland. "nature" and "heritage" dominate the planned activities.

Accommodation for Scotland trip intenders (September to December)

"Hotel / motel / inn" is the number one accommodation type for Scotland intended trips in the autumn. This is followed by "rented house or similar", which indexes significantly above the overall UK picture.