Staycation boom ‘to continue into 2022’

New research by Hoseasons suggests the staycation boom will continue into 2022 despite the easing of international travel restrictions.

Research by Opinion Matters on behalf of the UK tour operator between August 27 and September 9 this year showed 83% of those who took a staycation this year hope to do so again next year, with 24% already planning their next trip.

More than a quarter of holidaymakers (28%) polled preferred a staycaytion over a holiday abroad while just over half, 52%, planned to take one of each in 2022.

The research also revealed a trend for a ‘sleighcations’ with more than one in five saying they were booking or considering a winter UK break.

The results are based on two separate online surveys, with the first receiving 2,007 general respondents, and the second receiving 1,001, all of whom had taken a staycation this year.

In light of the research Simon Altham, group chief commercial officer at Hoseasons’ parent company Awaze, urged agents to encourage holidaymakers to book early for 2022.

He said: “Savvy staycationers are already snapping up the best breaks and securing the best properties to make sure they don’t miss out. We’re not saying 2022 is selling out already – it’s far too early for that given the incredible range of holidays the UK has to offer – but now really is the right time to start looking and booking.”

According to the research, the top reasons why consumers enjoyed a staycation were the comfortable and relaxing accommodation (34%), a change of environment (32%), less stress than going abroad (30%), and improved mental health (29%) while more than a quarter (27%) were pleased to support local economies.

Consumers also cited the experience of UK holiday nostalgia (15%) as the reason they enjoyed a UK break in 2021, with more than a third (36%) naming fish and chips on the beach and more than a fifth (22%) saying building sandcastles was their favourite staycation memory.

Altham added: “It doesn’t matter if it was 50 years ago, 30 years ago, or more recently – the times we spend on UK breaks are some of the happiest many of us can remember. That’s why, after the year we’ve all had, it’s no surprise that so many staycationers are looking to relive the good times all over again in 2022 and create more special moments to treasure for many years to come.”

The results support booking data from Hoseasons’ parent company Awaze, which has reported that bookings for summer 2022 are up 82% compared to the same time last year for summer 2020, and up 62% for the whole of 2022.

The rise in demand for staycations, which has led many lodge and holiday park owners to expand their offering, has also resulted in Hoseasons more than doubling the size of its portfolio compared with this time last year.

The company has also launched a six-figure marketing campaign, centred on TV advertising, which invites consumers to ‘Relive the Good Times’ in 2022 and beyond. Ads air on ITV, Channel 4, and Sky Media networks until October 24 and feature Hoseasons’ range of self-catering holidays. The campaign is also being promoted on YouTube and email.

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