UK WEEKEND BREAKS IN FOCUS
staying put W
ith volcanic ash clouds and the BA strike the latest factors to shake confidence
in foreign getaways, and the sturdy euro offering little value, UK ‘staycations’ have arrived and are here to stay, according to VisitEngland. Last year overnight trips in the UK increased by 17 per cent (18 per cent in England) and the figures are holding up. One in four people is now either a staycation ‘switcher’ (mainly families with financial constraints) or ‘extra’ (typically younger, singles with a desire to explore and go somewhere new). Of these, 90 per cent will take a break
in England in 2010. April/May’s Business Confidence Monitor showed one in three businesses had increased repeat visitors this year, over a quarter reported more domestic visitors and over 80 per cent were confident about the summer. And there’s plenty to explore. Some of
the world’s best countryside, coastline, cities, festivals and events, cultural experiences, history and natural landscapes are here on our doorstep. ‘Storybook Britain’ is captured in films like Robin Hood, (Nottinghamshire), Alice in Wonderland (Oxfordshire), and Miss Potter (Cumbria/Lake District). Ian Mounser, sales director at Superbreak, says: “Short breaks are habit forming and this spring’s Paris, can be this autumn’s Chester. UK breaks are relatively easy to book at the last minute and represent a great ‘pick me up’ for couples and families.” The trend for last-minute bookings
has increased this year, so don't be afraid to promote eleventh-hour deals. Good value remains important – bookings on Superbreak's two-night offers, with one free dinner, increased 55 per cent in the first seven months of 2010 and value rail deals are helping to grow rail inclusive breaks. Shearings Holidays says there’s an emerging trend
Several factors have collided this year to spark the rise and rise of UK staycations – and the home comforts phenomenon looks here to stay, says Nicki Grihault
12 Autumn 2010 •
www.shortbreaksholidays.com
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