Strong demand for UK winter breaks has driven record Twixmas sales for Hoseasons.
The staycation specialist said bookings were 21% up year on year – rising to 33% up through the trade – between Boxing Day and New Year’s Eve for arrivals in January and February 2024.
The self-catering operator also enjoyed an 11% increase in last-minute New Year’s Eve breaks in the same period.
Senior vice president Luke Hansford credited the brand’s biggest turn-of-year sale and ‘Say hi to Hoseasons’ marketing campaign for encouraging consumers to take more breaks throughout the year, rather than just a single summer holiday.
He said: “The end of year sale has always been a great driver for peak periods, and this year has been no different in that regard with summer bookings up 27% year on year.
“But what is absolutely clear from the data is that many of our customers are keen to get away now and over the next few weeks too, and that sale prices of up to 30% off on some great locations have been too good to ignore.”
The cost of living crisis is still having a “huge impact” on consumers’ finances, and remains the biggest barrier to purchasing, he said.
But he stressed: “These figures prove that demand for UK holidays is still strong as long as the price is right.”
Hoseasons, part of Awaze, is offering £10 low deposit and pay monthly options, as well as up to 30% off 2024 holidays booked before the end of the month.
Its new TV advert, which adapted the lyrics to Jeff Beck’s Sixties singalong anthem Hi Ho Silver Lining, debuted on Boxing Day.