Hoseasons has reported a surge in demand for summer staycations after partnering with TV presenter Josie Gibson to promote UK holidays as part of its 80th anniversary celebrations.
The self-catering specialist said total summer bookings were up 28% year on year last week (July 15-21), with web traffic reaching an 18-month high as the brand launched a six-figure PR and marketing campaign in partnership with the popular This Morning host.
Meanwhile, agency bookings were up 14% year on year.
The former Big Brother winner shared her favourite staycation experiences to inspire holidaymakers to take their own ‘Great British break’ as part of a multi-channel activation across radio, social media and the Hoseasons website.
She also gave away thousands of pounds worth of holiday vouchers when the company took its Hoseasons-branded ice cream van to Whitby and Scarborough last week to raise awareness of the company’s Ultimate Summer Sale.
More: Hoseasons attributes hike in sales to rising UK temperatures
Hoseasons also reported a 23% year on year increase in the number of people searching for ‘last-minute holidays’, and published survey data showing that more than half the population (53%) are planning to take one or more staycations this year.
Gemma Brown, general manager at Hoseasons, said: “Our partnership with Josie has been perfectly timed to make sure Hoseasons is front of mind for the increasing number of Brits who are leaving it late to book their summer break.
“Her genuine enthusiasm for UK holidays has really shone through and clearly inspired customers to go on their own spontaneous summer staycation adventures.”
The poll found that nearly a third of respondents (29%) cited short travel distances as a reason for planning a staycation; a quarter cited convenience; and 28% cited affordability.
Gibson said: “For me, a UK staycation is all about making memories and having the ability to relive those magical moments from childhood. This summer, I’m looking forward to taking my family to some gems right on our doorstep.”
She will be embarking on her ‘Great British staycation tour’ with Hoseasons next month, visiting holiday parks and sharing her experiences along the way.
Picture credit: Frankie Media