Travelodge says rising number of UK “Staycations” will boost economy by £12 billion this year
A recent survey by Travelodge (of 3000 people) shows that some 65% of Britons will take a summer holiday in the UK this year – up from 41% in 2012 and 35% in 2011. The UK city break takes top position from a traditional seaside holiday as the nation’s favourite type of Staycation. London steals the top Staycation destination position from Cornwall for the first time in 5 years. The average trip costs Brits about £400 this year, (about £34.19 less than last year) and so this will boost the UK tourism industry by £12 billion (up £3.3bn from last year). Of the Brits planning a UK staycation, about 15% will have 2 weeks; about 42% one week; and about 33% will have 3 short domestic breaks to visit more locations. Some 33% said it is cheaper to holiday in the UK than abroad and better value for money. The average foreign holiday cost quoted in the report was £1,010. About 35% said it is important to holiday in the UK in order to preserve our heritage and support British tourism. 32% of respondents will use their Staycation break to bring together more than one generation of their family. For 27% a holiday is something they refuse to cut back on.
The Staycation Trend Accelerates To Record Levels This Year – Boosting the UK Economy by £12 Billion
20th May 2013 (Travelodge press release)
Two-thirds of Britons taking a summer holiday in the UK this year – up from 41% in 2012.
The UK city break takes top position from a traditional seaside holiday as the nation’s favourite type of Staycation break
London steals the top Staycation destination position from Cornwall for the first time in five years
Despite the dismal weather and tight household budgets, 2013 is going to be a record year for the Staycation trend, as 65% of Britons opt to take their summer holiday at home this year. This is a significant increase on the past two years, when 41% and 35% of Britons respectively took a domestic break. With the average trip costing Britons £399.28 this year, (£34.19 reduction from last year), this investment will boost the UK tourism industry by £12 billion (up £3.3bn from last year). These findings have been revealed today in a new holiday index by Travelodge.
The hotel chain’s fifth annual holiday report surveyed 3,000 British adults to investigate their summer holiday intentions and revealed that 42% of these Staycationers are taking a week’s holiday in the UK this summer, 15% are indulging in a two week break on British shores and a third (33%) are splitting their holidays over three short domestic breaks so that they can visit a series of locations.
Other key findings revealed that the city break has overtaken the traditional seaside holiday as our favourite Staycation break. Listed below are the top five most popular types of Staycation breaks that Britons are taking this year.
City Break (31%)
Rural / Countryside break (27%)
Visiting family (18%)
Visiting an historic site (15%)
The holiday report also revealed that for the first time in five years, Cornwall has lost its crown as the nation’s top Staycation destination and dropped to fourth position. Jumping up the poll to the number one and two positions are capital cities, London and Edinburgh. The Lake District fell from second position to third place this year.
Grant Hearn, Travelodge CEO said: “The Staycation trend accelerating to record levels and boosting our economy by £12 billion this year, is a very welcome sign, and hopefully this is the start of our 2012 Olympics legacy gain.
“During 2012, our capital city was showcased in its true glory to all corners of the UK and the world, and it’s a great result that London has been crowned as the top Staycation destination for 2013.”
“However we cannot rest on our laurels, as one of Britain’s biggest business sectors, the opportunity to grow is still great. We are not yet near to unlocking the true potential of our industry. British tourism needs to be treated like a serious business sector and the Government needs to move our industry from the ineffective Department of Culture Media & Sports to the Department for Business, Innovation & Skills. Lack of immediate action is costing jobs, growth and investment.”
The 2013 holiday report has also revealed the following key findings:
This year due to the dismal weather, 15% of Britons have been waiting for the sun to come out before they booked their Staycation break.
Just over a fifth of adults (21%) have had to wait until May to book their summer break due to money constraints.
A third (33%) of respondents stated that it is cheaper to holiday in the UK than abroad plus it is better value for money. The average foreign holiday cost quoted in the report was £1,010.00.
Over a third of Britons (35%) believe it is important to holiday in the UK in order to preserve our heritage and support British tourism.
Over a quarter of Britons (27%) stated that a holiday is one of the few things that they refuse to cut back on
One in ten (11%) of Britons have reported they have not been able to afford a holiday during the economic uncertainty.
21% of Britons have created a UK bucket list.
A third of Britons (33%) research and book their Staycation break online.
The report also revealed a new holiday trend for intergenerational family holidays as this year a third (32%) of Britons will use their Staycation break to bring together more than one generation of their family.
For details from Travelodge, click here.
The Staycation is going to be biggest since the recession began...
12th Jun 2012 (Travelodge press release)
…with the UK tourism industry set to benefit by a record £8.7billion
Cornwall is the top Staycation destination for 2012
In spite of 2012 being a tough year for many Britons, the one thing they are refusing to give up, is their summer holiday; according to Travelodge’s annual holiday index.
The hotel chain surveyed 5,000 British adults to investigate their summer holiday intentions and discovered that 41% of Britons are holidaying at home this year (up 6% on last year) with the average week’s holiday costing £433.47 (Up £10.78 on last year). This investment is set to benefit the UK tourism industry by £8.7bn (Up £1.5bn on last year).
The travel report also revealed that 48% of Britons will be taking four domestic breaks this year. (Up on the average of three breaks taken last year). The top three summer Staycation destinations for 2012 are: Cornwall, Edinburgh (Jumping to second position from fifth position from last year) and the Lake District.
Listed below are the top ten Staycation destinations for 2012 and 2011
2012 Destinations 2011 Destinations
1 Cornwall 1 Cornwall
2 Edinburgh 2 Lake District
3 Lake District 3 Devon
4 London 4 London
5 Scottish Highlands 5 Edinburgh
6 Devon 6 Scottish Highlands
7 North Wales 7 Wales
8 Glasgow 8 Blackpool
9 Yorkshire Dales 9 Great Yarmouth
10 Blackpool 10 Scarborough
The annual holiday index also revealed that a third of adults are reliving their childhood and taking a traditional British seaside holiday this summer. Whilst 30% of Britons are taking a UK city break and a quarter of Britons are planning to explore the British countryside. Just one in ten Britons is taking a theme park holiday.
Nearly half of British adults (49%) have waited until now to book their summer break due to financial budget constraints. Sixty five per cent of Britons have had to make major sacrifices to their household budget; in order to afford a holiday this year. Some of the financial cutbacks have included:
• Not going out for a meal or drinks with family and friends
• Buying cheaper groceries and cuts of meat
• Not buying new clothes
• Not buying a present on a special occasion for their partner
Around a fifth of Britons have relied on selling goods on eBay to cover the cost of their holiday this year.
Grant Hearn, Travelodge, Chief Executive said: “It’s fantastic news that the Staycation is going to be bigger than ever this year despite British household budgets being attacked by a second recession. Our research highlights even in difficult financial times, Britons will make the necessary sacrifices in order to have a summer break. I guess everyone needs something to look forward to during these difficult times.”
“2012 is such a momentous year for British tourism and it’s a great bonus that the economy will be further boosted by £8.7 billion due to more Britons holidaying at home this summer”.
Further findings from the report revealed that over a third of Britons (36%) are breaking up their traditional one week Staycation holiday into three shorter breaks, at different locations this year; so that their children will think they have gone on lots of holidays.
A third of Britons are using their Staycation break to catch up with family and friends. One in ten Britons reported that taking a UK weekend break with friends was cheaper than a night out at home, whilst a quarter of couples surveyed stated they are taking more UK short breaks, so that they can spend quality time together.
Findings also revealed that 72% of Britons will travel to their Staycation break by car. Just 12% will go by train, whilst four per cent will choose to travel by coach and six per cent will opt for air travel.
Notes to Editors
The £8.7bn figure was arrived at by taking 41% of adults who are going to holiday in the UK and multiplying by the average Staycation holiday cost:
41% of adult population 49,200,000 = 20,172,000 x £433.47=£8.7b
The number of Brits who plan to spend their summer holidays on home soil has risen 6 per cent this year with the continuing staycation trend set to raise an extra £1.5bn for the industry.