I have just about every travel app going, and when I’m not searching for flight deals, I’m mapping the route for my next great American adventure, writes Natalie Gudger.
While flying to far off lands is always high on my priority list, as a self-confessed travel addict I’m always seeking new adventures to quench my thirst for a mini-break without breaking the bank. And it has to be said, the staycation does just that.
Amid Brexit uncertainty and the falling value of the pound we Brits are getting less bang for our buck abroad so it’s not surprising the nation is choosing to ditch the passport, and swap the Balearics for Bognor. Terror attacks in France, Belgium and popular package holiday destinations such as Turkey have also changed our behaviour.
With miles-upon-miles of Blue Flag beaches, countless designated Areas of Outstanding Natural Beauty, nature reserves, national parks and historical sites spanning centuries, Great Britain has more to offer than you might think.
The staycation is definitely a trend that’s here to stay, but long term what does that mean for the domestic tourism industry?
• While it’s great news for the UK accommodation sector, the changing nature of the UK consumer means the sector must adapt and respond quickly. Time poor and cash-strapped consumers will look to maximise their leisure spend – increasing short breaks (at the expense of longer ones) and turning VFR (visit friends and family) trips into leisure ones
• The consumer’s appetite for more adventurous leisure experiences – driven by the web and social media – will encourage people to try new types of holiday, whether at destination level or activity type
• Demographic trends will heighten the importance of family trips, and traditional destinations can benefit if they adapt
• “Active tourism” is growing in popularity as a reaction to more sedentary lifestyles – people also “de-stress” through adventure experiences – great news for attractions
VisitBritain has penned 2017 the “Year of Literary Heroes”, in recognition of the 200th anniversary of Jane Austen’s death and 20 years since the first Harry Potter book, with festivities taking place across the country. With the rise of the staycation, campaigns such as these will no doubt help drive domestic tourism.
Data from our client Expedia also shows that the UK is also experiencing an influx of inbound tourism, mainly thanks to favourable exchange rates. With all these factors combined, the UK tourism sector is booming as interest in ‘Destination UK’ continues to grow.
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