• 35-54 year olds are the age group that can least afford to go on holiday in 2014

• Despite this news, travel experts are expecting today (20th January) to be the day that most people will book their summer getaway

London, 20th January 2014: On the day that most British people are expected to book their summer holidays, a recent survey of 2000 people, commissioned by Travel Channel UK and Vision Critical, has revealed that 21% cannot afford to go away in 2014.

Surprisingly, the poll found that of those surveyed, an average of just 26% could comfortably afford to go abroad this year. Women especially seem to be feeling the financial pinch with just under a quarter(22%)saying that they can adequately pay for a holiday in 2014, nearly 10% less than men (31%).

In spite of holidays being something most people look forward to each year, it appears that in the current financial climate, travelling abroad is being considered too much of a luxury with 1 in 4 (25%) of 35-54 year olds saying they would have to make significant sacrifices to be able to afford a trip away.

Travel Channel presenter Jenny Powell, said:

Palm Trees by Robert Young

Palm Trees by Robert Young

"In my job, I've been lucky enough to visit some amazing and luxurious locations around the world, however through meeting holidaymakers and going away with friends and family, it's more and more clear that people are struggling to afford to get away and enjoy a great break."

Even with the noticeably high percentage of Brits being unable to afford a trip away this year, independent travel bodies have confirmed they are still expecting today to be the busiest day for booking summer holidays. Further research has shown that 1 in 5 (20%) 18-34 year olds will be purchasing their getaway using money that they have specifically saved since last year and despite recent reports of people borrowing cash to pay for Christmas presents and rent, just 2% of those asked will take out a ‘pay day loan’.

Nick Thorogood, SVP Programming and Marketing, Scripps Networks International said:

"With limited funds available and people having to make sacrifices to afford a holiday, planning in advance and saving up has become more important than ever. With this in mind, Travel Channel is creating more entertainment-focused programmes that show unique experiences with the backdrop of incredible and alternative destinations. Hopefully this will help inspire our viewers to start saving for their next getaway."

As an apparent result of these financial constraints, we have seen the rise in ‘staycations’, which in turn has led to the British public exploring more places closer to home. This may have contributed to London being named as the most popular location in the world that people should visit before they die. Those partaking in the survey were asked to name the top 3 locations everyone should have on their bucket list. Other cities featured on the list included Paris, New York and Rome.

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