As global tourism has a bit of a reset due to the pandemic and Brexit, and travel abroad remains more complicated, family-owned holiday park operator, Haulfryn, has launched their The Way We Holiday Now report.
Using data from a survey commissioned by Haulfryn*, combined with their own data and experiences, the report explores the evolution of the UK holiday over the past 85 years; how holidays began, what really makes a holiday special now, and what they will look like going forward. It delves into how we have reached the watershed moment in the holiday sector that we find ourselves in today with staycation holidays reigning supreme.
What we expect from a holiday today is very different from 85 years ago, but some things remain true. The report takes a deep dive into Brits’ greater appreciation of the UK and a desire to holiday closer to home in this new era of responsible tourism, sustainable and sympathetic development. Our yearning to be closer to green spaces and natural environments has increased our pursuits to holiday in beautiful scenic locations with fresh air and private space to escape routine life with our nearest and dearest.
Echo Lu, CEO of Haulfryn Group Ltd, commented, “As a family-owned business with a pioneering spirit that has always enabled us to stay ahead of the curve, we created ‘The Way We Holiday Now’ report to help us shape the future of UK holiday homes to suit the wants and needs of our current, and also future, holidaymakers and homeowners.
The UK holiday sector is having a defining moment. Whilst this moment has been coming for some time, there is no doubt that the combination of the pandemic, Brexit and the climate crisis have accelerated this new era that we find ourselves in. The past few months have shown us the benefits of slowing down and pursuing simple pleasures – escaping routine lives to enjoy beautiful natural scenery with our loved ones. That is how the UK holiday began and is where we return to 85 years later, as Brits really appreciate the joy of now.”
The key take-outs and trends from the report include: Haulfryn: The Way We Holiday Now Survey:
As part of the report, 2,069 UK adults aged 18+ were surveyed by Censuswide, May 2021. Some of the key findings were:
- 52 per cent of Brits appreciate holidays in the UK more than ever before
- Nearly 70 per cent of Brits would like to explore more areas of the UK
- 40 per cent think that beautiful views and locations are important in their staycation holiday
- 32 per cent have greater appreciation of the UK since the pandemic and/or Brexit
In the past year, 44 per cent of people chose a UK staycation over a holiday abroad in the light of the
pandemic and/or Brexit because they felt safer, whilst 35 per cent did so because it was easier
33 per cent of respondents chose a UK staycation over a holiday abroad in the last year because it was
closer to home
- Making memories with the ones we love is what 27% of Brits now look for from a staycation holiday
A fifth of Brits want to holiday more with their loves ones as the last year has highlighted how important
they are to them
74 per cent of those surveyed who own or have access to a UK holiday home appreciate it more than
ever before after the last year
36 per cent of respondents were aged 20-29 when they gained access or bought their holiday homes,
followed by 20 per cent at age 30-39
47 per cent of 18-24 year olds said they would like to spend more time at a holiday home due to the
flexibility of their work patterns
Asked when they might plan to buy a holiday home in the UK, 24 per cent of survey respondents aged
25-34 years old want to do so in the next 1-2 years, as did 39 per cent of 35-44 year olds
Pet-friendly breaks: It’s no secret that we are a nation of animal lovers, and it is estimated that 3.2m British households got a new pet since the start of the Covid-19 pandemic, many of them dogs. The UK’s newly expanded canine population is causing a greater demand for dog-friendly holiday accommodation too.
Younger Buyers: Historically, the typical holiday home buyer is in their 50s, having reached the point at which they can afford it after 20-30 years of saving, or by releasing equity from their family home. In recent years, the early draw-down of pension pots (at age 55) has been another route. However there is anecdotal evidence across the industry that buyers are getting younger, especially of properties in family-friendly, activity-oriented holiday parks.
Multi-generational holidays: Anecdotally, multi-generational or ‘3G’ holidays have been one of the fastest growing trends in the tourism industry, and Covid-19 is likely to add further momentum. The extended isolation of the pandemic has intensified the sense of wanting to gather together and re-focus our priorities on what matters most to us. A fifth of survey respondents said they wanted to holiday more with their loved ones as the last year has highlighted how important they are.
Staycations: the joy of exploring closer to home: Lockdown discoveries have made many of us appreciate what is closer to home. The appetite for a much-needed change of scene means that over half of survey respondents said they appreciate holidays in the UK more than ever before.
UK over Europe: There is almost certainly going to be a lasting swing back towards the staycation. The drop in the value of the sterling in the past five years has impacted our spending power in Europe; whilst the economic impact of the pandemic has dented many household budgets. Now that Brexit has happened, our transit through passport control will typically take longer, stays within the Schengen area are limited to 90 days per every 180, and we cannot buy overseas holiday homes as cheaply as we once did.
Avoiding extra hassle and healthcare related issues are clear priorities picked up by the survey: in the past year, 44 per cent of people chose a UK staycation over a holiday abroad in the light of the pandemic and/or Brexit because they felt safer, whilst 35 per cent did so because it was easier. The necessity of PRC tests, the impact of new variants on travel plans and the risk factor of being stuck abroad are all increasing the appeal of a UK break, especially in a naturally safe environment with plenty of fresh air, space and privacy.