Staycation trend here to stay

The staycation boom of 2021 looks set to continue into next year despite the easing of foreign travel restrictions.

New research* from UK holiday specialist Hoseasons shows 83% of those who’ve taken a staycation this year are looking to do it all again in 2022, with almost a quarter (24%) already planning their next UK trip.

And with the average Brit booking their staycations at least six months in advance, it’s a clear ‘don’t delay, book today’ message from Simon Altham, Group Chief Commercial Officer at Awaze – the parent company of Hoseasons.

“Next year’s holidays may seem like a long way off at the moment, but savvy staycationers are already snapping up the best breaks and securing the best properties to make sure they don’t miss out,” he said, adding: “We’re not saying 2022 is selling out already – it’s far too early for that given the incredible range of holidays the UK has to offer – but if you’re thinking about a staycation next year and you want the best choice, then now really is the right time to start looking and booking.”

The research reveals more than a quarter (28%) of holidaymakers prefer a staycation over a holiday abroad, while more than half (52%) are planning at least one of each in 2022. The rise of the so-called ‘sleighcation’ is also identified as a growing trend with more than one in five Brits already booking or considering a winter UK break.

Top of the list of things those who holidayed in the UK loved most about their staycation in 2021 was the comfortable and relaxing accommodation (34%), having a change of environment (32%) and it being less stressful than going abroad (30%). Others saw an improvement in their mental health (29%), while more than a quarter (27%) were pleased to support local economies.

Experiencing UK holiday nostalgia by was cited by nearly one in six (15%) of those surveyed, with more than a third (36%) naming fish and chips on the beach as their favourite staycation memory and more than a fifth (22%) plumping for building sandcastles.

Mr Altham added: ‘It doesn’t matter if it was 50 years ago, 30 years ago, or more recently – the times we spend on UK breaks are some of the happiest many of us can remember. That’s why, after the year we’ve all had, it’s no surprise that so many staycationers are looking to relive the good times all over again in 2022 and create more special moments to treasure for many years to come.”

The enduring appeal of the UK staycation is further highlighted by data from Awaze which shows bookings for summer 2022 are up +82% compared to where they were at this point in 2019 for summer 2020, and up 62% for the whole of 2022.

The unprecedented demand has also prompted a steep rise in the number of lodge resort and holiday park owners looking to develop their offering and attract more customers – a trend that has seen new additions to the Hoseasons portfolio more than double this year compared to the same point in 2019.

Hoseasons’ new TV ad is the centrepiece of a six-figure integrated marketing campaign encouraging guests to Relive the Good Times in 2022 and beyond. Featuring the company’s full range of self-catering holidays, the ad is airing via the ITV, Channel 4, and Sky Media networks over six weekends from 17th September – 24th October. The campaign is being supported across paid & organic social, as well as YouTube, email and PR.

For more information on Hoseasons holiday, visit www.hoseasons.co.uk