The recent heatwave in Britain has led to a surge in sales within the staycation industry. Unprecedented high temperatures have prompted a wave of day-trippers and an increase in overnight stays at popular tourist destinations, coinciding with the bank holiday weekend and school half term breaks.
Awaze, a prominent holiday rentals provider in Europe, has observed a notable spike in last-minute bookings for coastal destinations in Britain. Bookings through its Cottages.com branch for coastal locations in north-west England have surged by 50%, while reservations for Hoseasons seaside properties have risen by up to 62% compared to the previous year.
Popular destinations such as Whitby, Bridlington, and Filey have seen increased demand through Cottages.com, while locations like Great Yarmouth, Bude, and Weston-Super-Mare have been favored through Hoseasons.
Aside from the heatwave, Awaze attributes the heightened demand to a reluctance to travel abroad, possibly due to cost concerns or the prospect of long queues at passport control. Matthew Price, the company’s chief executive, highlighted the appeal of traditional coastal spots offering easy accessibility, charming seaside vibes, and a sense of escapism closer to home.
Julie Dalton, managing director of Gulliver’s Theme Parks and Resorts, acknowledged that the intense heat has deterred some visitors. Despite a challenging start to the year, she noted a positive trend emerging, partly driven by the favorable weather conditions but also by changing consumer habits emphasizing cost-consciousness. Dalton emphasized the increasing popularity of picnics as a family-friendly activity promoted by their business.
In a related development, Chancellor Rachel Reeves has announced plans to reduce VAT on summer attractions from 20% to 5%, including children’s meals in restaurants, as part of the “Great British Summer Savings” initiative to alleviate the financial strain on families.
Although the industry anticipates additional support, Ms. Dalton remains cautiously optimistic, emphasizing that it is premature to gauge the full impact of these measures.