With January’s chill acting as a constant reminder that we are stuck in the UK during the country’s most depressing month, we really can’t help but let our minds wander to a better place, a place of sun, sea, sand and expertly crafted cocktails. While you might be forgiven for thinking that we are dreaming of the Algarve or the French Riviera, what we are really craving is a little closer to home.
Now while there isn’t much about England that we would leap to defend, when it comes to its ranking as a holiday destination it is no exaggeration to say that it’s at least as beautiful as the destinations featured in glossy covered travel magazines. From the golden sands of Newquay beach to the Tolkien-esque mountain ranges of the Lake District, as long as the weather is right and the company is good, who would want to waste valuable holiday time suffocating in a crowded foreign airport?
‘Staycations’ have been increasing since 2008
This mentality is clearly beginning to catch on, as the number of Brit’s going on “staycations” (or stay at home holidays, to the uninitiated) has been steadily increasing since late 2008. While not having to worry about the weight of the luggage or how to keep the kiddos entertained on long flights is appealing, the real beauty of a British holiday lies in its exceptionally low price.
Domestic holiday trips aren’t new. Before budget air travel the beaches of Brighton and Great Yarmouth were the top holiday destinations of the age. Only since the early 1990’s was international travel more open to the public at large, but it quickly became the socially accepted norm. The economic downturn, however, has led to a regression of sorts, and there have been massive changes in holiday behaviour and attitudes.
With a decrease in job security and an increase in competition, many are choosing to take shorter breaks. It may be slightly paranoid, but being away from home and work for too long is seen as a potential risk.
Clement weather helps…
Just as buying your groceries at the previously maligned Aldi and Lidl has become a more socially acceptable option, quality and value are now placed higher than brand reputation and prestige. Research conducted by Visit England last summer revealed that 23 per cent of 18-34 year olds and 19 per cent of families changed their vacations into staycations because of 2013’s run of clement weather. If the UK can offer similar conditions to Spain or France, cash-strapped Brits will opt to stay near home.
Ironically, James Berresford, Visit England’s Chief Executive, foresees that this upturn in the British hospitality sector will actually work to help the British economy out of the recession that sparked it:
“The domestic tourism sector has a big role to play in helping with the economic recovery, so I am delighted that overnight holiday visits are up.”
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Poshtels (posh hostels, of course!) are, according to VisitEngland, the new “thing” for 2014, bumping off 2013’s loathsome glamping craze. Poshtels, however, seem more likely to stand the test of time.
2014 to repeat success of 2013 – busiest ever
2013 was recently revealed to be London’s busiest tourist year ever, and 2014 looks likely to repeat this success, with six new British musicals opening in the West End, and the Whitworth Art Gallery and Central Library opening in Manchester. The need for affordable, quality accommodation in big cities looks set to rise accordingly.
“With the 400th anniversary of the birth of Shakespeare, the Tour de France setting off from Yorkshire, as well as a whole host of exciting events, new attractions and hotel openings, I’m confident that the trend to holiday at home will go from strength to strength,” claims Berresford.
So, as a business owner, how do you get a piece of the staycation pie?
Families with toddlers
Jude Dalton, founder of New Forest Living, predicts that hotels and B&B’s should be sure to cater to families who are travelling with toddlers:
“Families with pre-school children are a huge segment in the Staycation profile, not wholly down to reducing carbon footprints, but any hotel and including self-catering, that offers a baby package or those little extras that make holidaying with little ones that much easier are a big hit with parents. This market also extends the main school holiday season from early May to the end of September.”
Building presence on social media
Most industries are paying more attention to the importance of social media, and hospitality is no exception. Ryan C Haynes from HomeAway UK advises building an online community with your potential guests by ensuring you are listed on Facebook, 4Square and Google Maps.
He also suggests encouraging them to leave reviews on your webpage or profiles on travel websites like TripAdvisor. Remember, most staycationers are looking for a bargain, so be upfront with your pricing structure or they may assume you’re more expensive than you are.
Don’t just limit yourself to interactions with your guests, though. Write recommendations for other hotels or B&Bs (that aren’t direct competition obviously) on your website and ask them to recommend you in a similar way. And don’t forget the activity centres and local tourist boards – being in contact with your surroundings humanises your business.
Cyclists and cycling holidays
VisitEngland’s research also unveiled that cycling holidays are on the rise, with 3.8 million of us keen to spend our vacations pedalling. Mervyn Hughes, Managing Director at Cosford Caravan, suggests that offering bike rentals and bike sheds (and clearly advertising this) will open your business to a wider demographic, all at very limited expense.
2014: great for staycations, great for hospitality
If 2013’s anything to go by we should be seeing a huge increase in staycations in the coming year, and a huge opportunity for the British hospitality industry to profit.
By closing with Berresford’s words: “England has such a diverse offer for holidays at home – from tranquil countryside and coastal towns to vibrant cities …” we are sure that 2014 is going to be a great year for staycation and hence for the hospitality industry.
For more information visit www.cosfordcaravans.co.uk