U.K. | The climate emergency has made staycations more appealing, according to new research from Mintel, as 56 percent of UK holidaymakers said they were likely to choose staycations above holidays abroad for climate-related reasons.
Around three in ten (28 percent) UK holidaymakers said warmer UK temperatures are encouraging them to take domestic holidays. Meanwhile, nearly a fifth (19 percent) of them said extreme weather events abroad such as heatwaves or flooding are encouraging them to holiday at home.
Overall, four in ten (39 percent) holidaymakers said unpredictable UK weather (e.g. flooding, heatwaves) means they are more likely to book a UK break at the last minute.
There remains a ‘positive COVID’ legacy for the home market as nearly half (47 percent) of domestic holidaymakers have taken more staycations than trips abroad since COVID-19.
This comes as more than half (55 percent) of Brits said they intend to holiday in the UK this year up from 52 percent last year. Almost a third (32 percent) have discovered a new UK destination due to COVID-19 travel disruptions.
The number of Brits planning on booking a holiday in the first quarter of the year has reached a 10-year high as Mintel reveals a record four in ten (39 percent) Brits are planning on booking a holiday between January and March 2024, up from three in ten (29 percent) who were planning on doing so in 2023.
“Holidays remain a key priority for the majority of Brits, with booking intentions for early 2024 being the highest on record, and we expect it to be a really positive summer for holiday taking as people are eager to have something exciting to look forward to," said Paul Davies, Category Director of Travel and Leisure at Mintel.
“While the holiday sector is benefitting from the continued increase in consumers’ financial confidence and well-being, holidays have become more expensive and prices are likely to remain relatively high for some time to come. As such, extra overseas ‘top-up’ breaks will be sacrificed by many, as Brits continue to prioritise their main summer holiday.
Away from the UK, rising temperatures have also led travellers to seek out cooler climates such as Scandinavia, Belgium and the Netherlands. Brits remain eager to explore overseas destinations, but instead will be tempted to visit during cooler months, plan their trips last-minute or choose destinations that tend to not be as impacted by extreme temperatures.
"We’re also likely to see a spike in demand again for last-minute bookings in 2024 should the UK experience poor weather."
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