AA Media has launched The Great British Detour, a new campaign celebrating the best of Britain’s hospitality, heritage, landscapes and local experiences.
The campaign is about reminding travellers that getting from A to B can be about more than simply reaching their destination, encouraging them to look beyond the obvious tourist trail and discover the places, people and experiences that can turn a journey into part of the holiday.
A growing appetite to explore Britain
The launch comes as travellers increasingly look to make more of their time in Britain. AA Media’s latest UK Leisure Travel research found that 48% of travellers want to explore more of the UK, while 56% are opting for shorter, more frequent breaks.
Coastal breaks are the most popular type of UK getaway, with 55% planning a sea escape, followed by countryside getaways at 46%.
The Great British Detour taps into this appetite for exploring closer to home, while encouraging travellers to take a slightly different approach to their journeys and leave room for a little discovery along the way.
Drawing on recommendations from AA and VisitEngland-assessed accommodation providers across Britain, the campaign uncovers the places that local experts encourage their guests to seek out: from quiet coastal paths and scenic country roads to independent food stops, fascinating historic sites and landscapes that are easy to miss if you stick to the main route.
The first 12 Great British Detours include a hidden beach on the Pembrokeshire coast, Scolt Head Island off the Norfolk coast, the Rudston Monolith in East Yorkshire, the Forest of Bowland in Lancashire and a little-known approach to Whitby offering spectacular views of the Abbey. Other recommendations include Padley Gorge and Stanage Edge in the Peak District, the Helford River in Cornwall and Burton Dassett Hills in Warwickshire.
Simon Numphud, Managing Director at AA Media, said:
“The Great British Detour is about celebrating everything that makes Britain such a brilliant place to explore – from our landscapes and heritage to our independent businesses, hospitality and the people who know their local areas best. We wanted to tap into the incredible local knowledge of the hotel, B&B and campsite owners we work with and uncover the places they genuinely recommend to their guests. The journey itself can be just as special as the destination, and we want to encourage travellers to leave a little room for discovery along the way.”
The recommendations also highlight the value of local knowledge. Many of the accommodation providers shared practical tips alongside their suggestions, from the best time of day to visit and quieter routes to parking advice and seasonal highlights.
More detours to come
The first Great British Detours are now available to explore through a dedicated AA campaign hub on RatedTrips.com, with the campaign set to showcase further recommendations and inspire travellers to discover more of Britain beyond the obvious tourist trail.
For more information about Great British Detours and to explore the first 12 detours, click here.
If you’re a hospitality, tourism or local business with a Great British Detour to share, contact the AA at contact@ratedtrips.com to find out more about opportunities to get involved.
