The UK staycation market witnessed a notable increase in bookings over the bank holiday weekend, primarily driven by improved weather and promotional sales.
- Hoseasons, a key player in the self-catering sector, recorded a 44% rise in trade and direct bookings compared to the previous year.
- There was a 47% surge in agent sales during the same period, showcasing the effectiveness of strategic marketing efforts.
- Bookings for later in the month, especially for the Whitsun half-term, were significantly higher, indicating sustained consumer interest.
- The Great British Super Sale played a crucial role, with the most popular destinations being Devon, Cornwall, Yorkshire, and the Lake District.
The UK staycation market has experienced a remarkable surge, catalysed by favourable weather and enticing spring sales. Hoseasons reported a 44% increase in bookings via trade and direct channels over the recent bank holiday weekend, compared to figures from the same weekend last year. This surge is attributed to a combination of improved meteorological conditions and attractive promotional offers.
Furthermore, agent sales demonstrated a 47% year-on-year increase during this period, underlining the impact of targeted marketing strategies. This upturn in bookings reflects the company’s successful marketing campaign, which has been bolstered by the rise in UK temperatures. Luke Hansford, Senior Vice President of Supply at Hoseasons, emphasised the importance of readiness with compelling offers when the weather is favourable.
Another notable trend is the growing interest in domestic holidays during the latter part of the month. Bookings for the Whitsun half-term showed a 40% increase over the early Bank Holiday Monday sales from the previous year. Visits to the company’s website have similarly increased by 10%, reflecting heightened consumer interest in local travel options.
The most popular regions benefiting from this surge include Devon, Cornwall, Yorkshire, and the Lake District. Devon saw a 175% rise in holiday arrivals for May, and Cornwall experienced a 74% increase compared to the same period last year. The Great British Super Sale has significantly contributed to this trend, offering up to 30% off on selected holidays, thereby attracting a wide audience.
Marketing efforts have expanded across multiple channels, including social media, display advertising, email campaigns, and strategic partnerships. This comprehensive approach is designed to maximise reach and conversion rates, particularly for those making last-minute travel decisions.
The combination of pleasant weather and strategic sales initiatives has effectively revitalised the UK staycation market, drawing significant consumer engagement.
