The recent heatwave has led to a surge in sales for the staycation industry in the UK. High temperatures have attracted a large number of day-trippers to popular tourist spots, resulting in increased overnight stays. This spike coincided with the bank holiday weekend and school breaks nationwide.
Awaze, Europe’s largest holiday rentals provider, has experienced a notable increase in last-minute bookings for coastal destinations in Britain. Bookings through its Cottages.com business for coastal properties in north-west England have risen by 50% in the past week, while reservations for Hoseasons seaside accommodations have soared by 62% compared to the previous year.
According to Awaze, destinations like Whitby, Bridlington, and Filey have been in high demand through Cottages.com, while locations such as Great Yarmouth, Bude, and Weston-Super-Mare have been popular via Hoseasons. The company attributes this trend not only to the heatwave but also to a reluctance to travel abroad, possibly due to cost concerns or the anticipated hassles at passport control.
Matthew Price, the CEO of Awaze, noted a significant increase in last-minute coastal bookings as people seek relief from the heat through quick seaside getaways. He highlighted that traditional coastal destinations are particularly appealing to holidaymakers looking for convenient, affordable breaks close to home.
Julie Dalton, managing director of Gulliver’s Theme Parks and Resorts, acknowledged that the scorching temperatures have discouraged some visitors. Despite a challenging start to the year, Dalton mentioned a positive shift in visitor numbers, partly driven by the favorable weather. However, she emphasized changes in customer behaviors, with people being more cautious with their spending and opting for activities like picnics.
In a bid to support the tourism sector, Chancellor Rachel Reeves has pledged 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. Ms. Dalton remained cautious about the impact of this scheme, stating that it is too early to predict its effects.
As the tourism industry awaits this additional support, there is optimism about the potential benefits for families looking to enjoy cost-effective leisure activities during the summer season.
