Hoseasons has recorded its best day for online bookings in almost three years.
The staycation specialist sold more breaks through its website on Sunday, February 4, the final day of its turn-of-year sale, than any previous day since February 23, 2021, when then prime minister Boris Johnson lifted Covid restrictions on UK holidays.
Luke Hansford, senior vice president of supply at Hoseasons, said the brand’s multi-channel ‘Say hi to Hoseasons’ marketing campaign had played a big role in making the trade and customers aware that its peak season sale was coming to an end and triggering conversions from “late lookers to bookers”.
The company said its messaging on countdown banners online, on email and pay-per-click to stress the urgency of the sale’s ending, and an email voucher campaign, boosted the final push, and helped create the spike in online bookings, which include sales made by the trade.
He said: “Our web traffic was definitely higher on Sunday than on previous sale days, but the clear uplift was in conversions. Customers had clearly done their homework and knew exactly what they wanted.
“It just goes to show the importance of a well-publicised sale period in a market where the majority of holidaymakers will shop around before identifying the best deal.”
In terms of what sold particularly well on its record online sales day, holiday parks were up 37% compared to the last day of the brand’s turn-of-year sale last year, January 29, 2023.
The highest sales volumes were for off-peak spring breaks while last-minute bookings for February half-term were up 35% and Easter and peak summer sales were up 49% and 53% respectively.
Devon, Scotland and Cornwall were the most popular locations, with year on year increases of 69%, 60% and 45% for 2024 breaks.
Hoseasons’ Big 2024 Sale offered £10 low deposits and pay monthly options as well as up to 30% off 2024 holidays booked before the sale ended.