Barclays research: The ‘staycation’ is on for British holidaymakers

Hospitality and leisure businesses across the UK have seen a rising demand from domestic tourists  – with holidaymakers citing convenience and affordability as two reasons behind their ‘staycations’. We explore Barclays’ research into the trend, and hear from Barclays’ Head of Hospitality and Leisure

More than half of British young adults who holiday domestically plan to increase their ‘staycations’, according to new research from the Barclays Corporate Bank.

Researchers also found that holidaymakers are booking their breaks earlier, a trend noted by 39% of UK hospitality businesses, with Scotland, the Lake District and Cornwall being among the most popular destinations.

Young people looking for a digital detox

The vast majority of those aged between 25-34 cited ‘escapism’ as the biggest motivation behind their choice of destination. Many were also looking forward to a ‘digital detox’, while 70% said they wanted to switch off from their electrical devices.

Mike Saul, Head of Hospitality and Leisure at Barclays, said: “It’s very encouraging to see that domestic tourism is thriving with more and more UK holidaymakers choosing to spend increasing amounts of their valuable leisure time closer to home.

“There are various reasons for this but ultimately, it’s fairly simple. The top-quality services provided by our hotels, restaurants, resorts and leisure providers are helping the British public enjoy great experiences without having to travel too far.”

An increase in domestic tourism

Researchers surveyed 2,000 domestic tourists, as well as 500 managers from the hospitality and leisure industry, who provided useful insights into how they are adapting to a changing market. More than half of tourism businesses (55%) reported an increase in domestic tourism since 2017.

According to holidaymakers, the main reason for the popularity of ‘staycations’ is convenience (34%), followed by a desire to revisit places they have been to before (21%). Almost one in five (19%) said holidays in the UK are more affordable, while 18% of respondents chose a ‘staycation’ because of concerns over the impact that Brexit could have on foreign travel and family finances.

Saul added: “Operators will have to continue to adapt and invest in cutting-edge technology to ensure that this trend persists, while at the same time finding innovative ways to appeal to all age groups wanting to enjoy the attraction of the UK.”

To find out how businesses are adapting to the ‘staycation’ trend, read the full report: