Hoseasons is claiming a record start to the year after hitting the two million holidaymakers milestone for the first time at the end of 2019.

The UK’s biggest domestic operator saw numbers grow 10% last year due to “unprecedented demand” for UK breaks.

The upward trend has continued into 2020, with the self-catering specialist smashing its previous single day sales record by 11% on January 7.

The operator achieved a 42% share of lodges and parks market traffic – the best ever achieved according to Hitwisemonitoring of the week of January 6.

More:Hoseasons features year-round staycations in TV advert

Hoseasons and James Villas parent unveils rebrand [Mar 19]

Early year sales through agents and third parties have also been strong, with bookings up 8% and 27% respectively year-on-year between January 1-16.

Hoseasons’ January bookings boom comes on the back of its turn of year TV advertising campaign promoting the year-round appeal of the staycation.

The advert shows a multi-generational family enjoying a broad range of experiences on an off-peak UK short break.

Ross Matthews, chief marketing officer at Hoseasons parent Awaze UK, said the increase shows the business is growing in line with customer demand through innovation, flexibility and product development.

“These figures don’t just reinforce our status as sector leaders, they also highlight the growth in size and scale of the Hoseasons brand and its appeal to UK consumers,” he said.

“Whether its luxury lodges with hot tubs, stylish country properties, same-day booking, or pet-friendly options, we know our customers want a diverse range of holiday experiences offered in a flexible way to fit around their changing holiday habits.

“That’s why we invest so much in providing choice and why we’re seeing such strong performance as a result.”