The UK domestic travel industry overcame the worst August weather in a century to record increased numbers of stays at better prices.
Bourne Leisure, Hoseasons, Shearings and Superbreak all reported higher sales for the summer peak with more advanced bookings and a growing frequency of short breaks.
UK operators are investing in improving and expanding their offerings with more parks and lodges from the likes of Haven and Hoseasons.
While some may have expected the domestic sector to struggle due to increased consumer confidence, the attraction of a strong pound again the euro and bad weather, Bourne Leisure head of travel trade Neil Davies (pictured) said the reverse was the case.
“Stay in the UK is here to stay and is gathering momentum,” he said today, revealing that forward bookings for 2016 are up by 20%.
The operators, appearing at the Abta Travel Convention in Greece, indicated a trend towards shorter and more frequent breaks.
Davies also highlighted a new generation of “go for it grandparents” seeking more active holidays involving the likes of zorbing, abseiling and paddle boarding at the group’s Warner Leisure Hotels.
The company is introducing walking rugby at all 13 Warner properties next year as more over 50s seek participation in team sports when on holiday.
“People aged 55-plus don’t want to feel 55-plus,” he said.
“Research undertaken with OnePoll showed that 47% of over-50s fear they’re too old and not physically able to play traditional team sports, almost half over over-50s are calling for traditional team sports to be slowed down so they can take part and a third would like to see more adaptable versions of rugby introduced which are aimed at the over-50s.”
Meanwhile, Bourne’s Haven brand has acquired a new site at Flamborough Head in East Yorkshire to bring its portfolio up to 36 parks. The company is to spend up to £10 million on improvements to the Thornwick site ahead of the 2016 season.