The boss of Hoseasons parent Awaze expects the UK’s longest domestic holiday season on record in 2022.
Simon Altham, group chief commercial officer of the self-catering specialist says early booking data suggests families, friends and loved ones plan to spend as much time as possible with those who matter most.
The company reported a 57% increase in bookings made between Boxing Day and New Year’s Eve for March compared to the same period in 2019, and an 11% rise in total first quarter bookings.
Altham said: “Christmas and New Year are always great booking periods for us, but the clear difference this year is the increased demand for off-peak breaks, particularly between now and the end of March.”
He noted that although early bookers have tended to favour school holiday periods in previous years, the company is seeing “real growth” in the weeks and weekends between.
Altham said the trend was also reflected in the firm’s trade sales, with festive sales through travel agents for March trips double the same period in 2019.
“The stats show two things – one, that customers lucky enough to spend time with their nearest and dearest over Christmas were reminded of how good it is to get together… and two, that people who may have had their festive plans disrupted by Covid are booking early year staycations to make up for it instead.
“Either way, the virus hasn’t dented the Great British public’s desire to get away, and that’s great news for our owners, partners in the trade, and anyone connected with the UK tourism economy.”