Hoseasons has attributed a growing trend for consumers to take more frequent short breaks for the most successful year in its 80-year history.
A record 2.4 million holidaymakers will have taken breaks with the self-catering specialist by the end of this year.
The company said growing demand for ‘holiday snacking’ – more frequent short breaks – was the biggest single factor in its performance.
Already Hoseasons has welcomed more than 10,000 more arrivals in its lodges, parks, boats, cottages and apartments this year than its previous best year in 2022.
Revealing the figures on the eve of its annual Owners’ Conference and Awards, general manager Gemma Brown said: “Value for money is the main thing on everybody’s mind right now, so it’s not surprising that people want to make the most of their holiday budgets.
“Spreading out a series of shorter breaks throughout the year is a fantastic way of having more to look forward to, more to enjoy and more to remember at the same time as managing costs.”
Earlier this year Hoseasons’ research revealed that more than half, 53%, of the population were planning one or more UK breaks in 2024 while the company’s own data showed the proportion of short breaks of two to five nights sold has increased from two-thirds to more than three quarters of sales over the last decade.
In terms of destinations, Devon has been the most popular this year, overtaking Cornwall, which Hoseasons said was down to shorter drive times as customers looked to maximise their time on shorter breaks.
Hoseasons’ biggest investment to date in above-the-line and digital marketing this year has also pushed up conversions this year, said Brown.
She highlighted campaigns which have focused on the whole staycation experience such as influencer partnerships with celebrities Paris Fury and Josie Gibson, which she said resonated with customers by highlighting available activities, entertainment, attractions and available product.
“All the noise at the start of the year was about how people were going to turn their backs on Britain and go abroad instead, but sustained investment in accommodation and facilities combined with an ever-evolving approach to marketing has continued to reach and attract guests in record numbers,” she said.
She said this showed the “enduring appeal of the Great British holiday” and underlined the importance of “adapting to meet customer demand”.