UK staycation boom set to continue into 2021

By Georgia Ward

New research has found that 83% of British travellers would prefer a UK staycation than travel abroad this year, with this trend set to continue into next year bringing a boost to the country’s hospitality sector. 

Commissioned by The Cumberland, the Research Without Barriers found that a majority of travellers (68%) prioritised a British staycation due to fears of being stranded abroad. Just over half (55%) of those surveyed admit to having concerns about quarantine measures with 44% noting self-isolation at their destination as a major concern. Findings from the research also revealed that before COVID hit, Spain was the most popular foreign destination, with a third of Brits admitting to cancelling their summer holiday to the country and opting for a British holiday instead. 

Meanwhile, Scotland and Cornwall were the favourite UK alternatives, with 16% opting to holiday there, followed closely by the Lake District and Wales (15% each). Almost three-quarters (74%) of respondents admit to relaxation being their top priority for a British staycation. This is followed by sightseeing at 59%, which will come as a big relief to the UK’s visitor economy. 

The survey of 1,015 UK adults also highlighted that hotels (39%) and cottages (31%) are the most popular types of accommodation for those holidaying in Britain.  

Encouragingly, almost three-quarters of respondents (71%) are intending to plan a UK holiday in 2021, suggesting that the great British staycation is not just a short-term solution to the coronavirus pandemic. 

Click here to read the full report  

Custard top tip: To maximise your marketing and social media strategy for 2021, develop your plan and budget to include promptional campaigns now to target and engage with the UK domestic travel market as people begin to book their 2021 staycations.  

If you would like to discuss how we can support you with your 2021 marketing strategy, contact our team.