50% of Britons more likely to take UK holidays in future: the ‘staycation’ is here to stay

Half of Britons are more likely to go on holiday in the UK from now on, according to a survey conducted by UK holiday lettings company Suffolk Character Cottages.

Over a quarter of respondents cited exploring or returning to their favourite parts of the UK as a likely motive for a UK break, whilst 36% said that the ‘hassle’ of going abroad is off-putting. With more consumers opting for domestic holidays, the demand for home-grown luxury is also rising: 91% of respondents wanted luxurious aspects such as soft bath towels and bed linen when staying at a holiday letting and over one fifth said that this was a very important deciding factor in choosing where to stay.

“This represents the predicted continuation of the ‘staycation’ trend,” says Donna Bell, co-owner of Suffolk Character Cottages. “In part, this is due to the difficulties associated with going abroad: with snow, ash clouds and holiday companies going bust, going abroad has become increasingly risky and stressful. And with more people opting to take a short UK break, consumers are expecting a higher standard. People now want more from UK holidays and the market is rising to the challenge, fuelling the ‘staycation’ trend.”

The results of the survey demonstrate the emerging demands of the affluent consumer. Over 70% of respondents wanted “exceptionally beautiful” interiors and furnishings at a holiday letting, 77% spend approximately half of their holiday time relaxing at the property, and over two thirds said that a fireplace was a very important deciding factor in choosing a place to stay.

Graph: the importance of various aspects of holiday lettings to guests - Click to enlarge. 
“The concerns of the luxury British market correspond to the demands of modern life,” explains Mrs. Bell. “There’s a return to the traditional in that people want to be near a pub, have a quaint fireplace and enjoy British food. The food renaissance which Britain has experienced over the last few years has had a huge impact: the rising popularity of fresh British produce has led to the UK becoming a more desirable holiday destination, which is why half of consumers want to shop at farm shops when at a holiday letting and over a fifth would choose a holiday letting over a hotel because they like to cook and eat in.”

Short breaks are by far the most common kind of domestic holiday in Britain, with 68.3% of respondents planning to take two or more UK weekend breaks in 2011. This corresponds to statistics from Enjoy England, which show that a short break of 1-3 nights in the UK was the most popular type of UK holiday in 2010, with approximately 28.1 million such trips throughout the year.

“It’s preferable to take a short break in the UK, which can often be booked last minute and organised quickly,” says Mrs. Bell. “Cutting down on travel time is also important. The vast majority of Suffolk Character Cottages’ customers come from London, which is only 90 minutes away. It’s convenient and there’s no hassle.”

“As the UK domestic holiday industry adapts to the emerging market of ‘staycationers’ in Britain, we are likely to see a rise in the quality of accommodation which reflects the demands of the consumer. Convenience is key and the standard of expectations is rising. The UK domestic holiday market is evolving: it’s now about ease, luxury and instant gratification.”

Sample invited to take part in Suffolk Character Cottages Survey: approx. 1300

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