Every summer seems to bring a fresh debate about the future of the staycation.
This year, headlines have been dominated by uncertainty around international travel, from rising flight costs to aviation industry disruption. Against that backdrop, many are predicting a boost for domestic tourism as holidaymakers weigh up the cost, convenience and reliability of travelling overseas.
During the pandemic, the surge in domestic tourism was often viewed as a temporary phenomenon. With overseas travel restricted, holiday parks, hotels and visitor attractions across the UK benefited from unprecedented demand as consumers looked closer to home for their annual break. The assumption was that once international travel resumed, the UK's leisure market would inevitably return to pre-pandemic norms.
Yet, several years on, the evidence suggests a more nuanced picture.
What began as a necessity appears to have evolved into a lasting shift in consumer behaviour. Domestic breaks are no longer simply a substitute for travelling abroad; for many households, they have become a regular part of the holiday calendar. A week in the Mediterranean might still be planned for later in the year, but increasingly it sits alongside a weekend in York, a family holiday in Cornwall or a short break in the New Forest.
Flexibility, convenience and value continue to resonate with consumers. Shorter, more frequent trips are becoming increasingly common, allowing holidaymakers to spread leisure spending throughout the year.
This is particularly evident within the holiday parks sector. As highlighted in our latest edition of Aspects of Leisure & Trading, consumer preferences continue to favour short domestic breaks, cost-conscious travel decisions and flexible leisure options.
Operators are already reporting encouraging signs ahead of the peak summer season, with anecdotal evidence suggesting that bookings for hire fleets (caravans or lodges that are rented out) are being made earlier than usual. While the summer is yet to fully unfold, the willingness of consumers to book ahead points to continued confidence in domestic holiday destinations.
Additionally, across the UK's hotel sector, many of the country's most popular staycation destinations continue to perform strongly. Savills analysis of CoStar data shows that hotel performance has broadly strengthened over the past 12 months, with Average Daily Rate (ADR) and Revenue Per Available Room (RevPAR) increasing across five out of six key UK staycation markets.
Some locations have seen particularly notable growth. Bath, for example, has recorded ADR growth of approximately 4.6% alongside RevPAR growth of around 5.3% year-on-year. Elsewhere, destinations including Cornwall, Devon, and York, have also delivered positive RevPAR growth, supported by rising occupancy levels.
Of course, the wider economic backdrop cannot be ignored. Household budgets remain under pressure and international travel will continue to appeal to millions of British holidaymakers. Nevertheless, the resilience of domestic tourism is striking.
The staycation has demonstrated remarkable staying power. The UK's leisure sector has spent the last two decades evolving to meet changing consumer expectations, investing in higher-quality accommodation, broader leisure offerings and more sophisticated visitor experiences. As a result, consumers today have more reasons than ever to holiday closer to home.
So while the staycation may be back in the headlines, the reality is as consumers continue to prioritise flexibility, value and experiences, it has become a permanent feature of the UK's leisure landscape.
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