Changing trends

Welsh take most domestic holidays

Destinations are only one side of the staycation story: the other is the people going to them. Figures from ABTA revealed last year that Londoners have overtaken Scots to become the UK's most active break-takers, with residents in the capital taking almost four breaks a year in the UK or abroad. Meanwhile, people in Wales now take the greatest number of domestic holidays overall.

Most book early for longer breaks

Understanding customers' booking habits is key to operating a successful holiday home, and according to Sykes Cottages data, the majority of people book longer breaks (five nights or more) well ahead of time. One in five people book their breaks three months in advance, while more than a third book six months or more ahead. This trend is the case across most groups – only singles, perhaps unsurprisingly, are noticeably more spontaneous, with around half booking their trips three months or less before they go on them.

People are understanding that you need to book early for the best choice.

Sykes Cottages staff member

Little variation in spending habits

Additionally, the budget holidaymakers are prepared to spend on accommodation remains remarkably consistent across the board. Across all backgrounds and income groups, 80% of staycationers would expect to pay between £250 and £749 for accommodation, with little difference in spending appetite from segment to segment. This suggests that domestic holidaymakers have quite a clear idea of what they are prepared to pay, and it’s more vital than ever to offer a value-for-money proposition.

As disposable incomes rise, we will see more frequent holidays, with more short breaks outside of the main holiday periods.

Miles Hill, Chief Executive

How much do people budget for a holiday in the UK

Appetite and attendance

Sykes' research also found a slight disconnection between the "appetite" and "attendance" scores for more remote destinations such as the Highlands and Pembrokeshire. For example, 4.9% wanted to visit the Highlands, but only 3.6% had been. This is despite 40% of respondents indicating that distance and driving time were not a concern when planning a break in the UK.