Young holidaymakers are claimed to be the main driving force behind a seventh successive record-breaking summer for Hoseasons.
Peak summer web bookings from customers aged between 25 and 34 were up 14% for the UK self-catering specialist compared to the same period last year, as a new generation of holidaymakers opted for a domestic break.
The growth in demand from millennials over the peak period was mirrored by a 15% uplift in luxury lodge bookings.
A 9% increase in breaks taken by couples and groups was also recorded over the summer, as well as an 8% increase in breaks taken across the company’s entire portfolio of luxury lodges, parks, cottages and boating breaks.
Sales through third parties, including agents, were up 20% year-on-year.
Simon Altham from Hoseasons believes that many younger holidaymakers would have been experiencing a UK break for the first time.
He said: “We are talking about a generation here for whom holidaying at home was not the norm while they were growing up.
“Many will have enjoyed holidays abroad as children while never getting the chance to explore what was on their doorstep.
“With a resurgence in popular British culture, plenty of media attention around Brexit and a desire to ‘snack’ on multiple and varied experiences, it is easy to see why a convenient UK break would be so attractive.”
Altham added: “These figures clearly justify the considerable time and resource we have already invested and will continue to invest in digital marketing and reaching new audiences.
“The team has created some brilliantly-engaging content to inspire bookings over the last 12 months and works hard to make sure our digital customers enjoy the best possible experience across all devices, including mobile.”