Spain is out, Bognor is in, as marketers home in on the staycation trend
The UK's largest online travel agency, Expedia, has begun promoting offers on breaks specifically in the UK for the first time. The site has recently expanded the number of UK hotels listed on the site, and the new campaign, which will feature the strap line 'Everyone must go', will support this expansion as well as cashing in on the 'staycation' trend. The campaign will be featured in the press, radio, TV and outdoors and will run globally throughout July.
Speaking with MMY Online Steve Davis, Expedia's Head of Marketing for Europe said, "In the current economic climate, there is a growing trend for domestic holidays. This is the perfect time to focus on the 'staycation' market. We will continue to source and offer the most relevant travel deals – whether domestic or overseas, hotel only or holiday packages."
In March, Expedia experienced an 101% increase in searches for the Channel Islands, pipping Sydney to the post to make it the most searched destination of the month. In a similar trend Edinburgh experienced a 48% increase in searches.
Expedia aren't the only company to benefit from the staycation trend. In a campaign earlier this year, Pontins slashed prices by 40% for early bookers, and have recently announced a £50m investment plan to develop six of its UK sites, with the aim to widen their appeal to the burgeoning domestic market. The strategy seems to have worked, Pontins announced on 13th July that it has experienced record bookings with an increase of over 25%.
Ian Smith, Chief Executive of Ocean Parcs and Pontins said, “This is excellent news and just confirms that we are delivering on our strategy to provide value for money breaks in the UK”. Holiday sales are gathering momentum with current bookings up by 25% and it is clear that more and more people are staying at home and enjoying great British value for money holidays.
Both Center Parcs and Hoseasons have also reported that domestic bookings are significantly up, with increases of 44 and 27% respectively.
The staycation trend is not only benefiting hotels and holiday parks, but is also having a wider impact on the hospitality industry. The National Skills for Hospitality's current campaign, Smiles of Britain, encourages members of the public to be on the outlook for the nation's most welcoming smiles, to take a 'photo and then to share it on the campaign website.
David McHattie, Chief Executive of the National Skills Academy for Hospitality explained that the role of the campaign is "to seek out the very best training, development and education programmes in hospitality, to recognise and celebrate that excellence, and to lay down the gauntlet for the whole industry to follow their lead". The eventual aim of the campaign is for Britain to become recoginised for the very best customer service, furthering its desirability as a holiday destination for domestic and foreign tourists.
www.expedia.com
www.pontins.com
www.hoseasons.co.uk
www.centerparcs.com
www.smilesofbritain.co.uk