Data from holiday home operator, Verdant Leisure, suggests that 2024 may see a boom in staycations that explore the outdoors.
As part of its annual staycation report of the travel industry, a survey of 1,000 of Verdants’ customers found that nine in 10 (91%) are planning a staycation next year, a 6% increase on the year before, with beaches, nature and swimming on the agenda for things to do.12023's rainy summer has also pushed holidaymakers to explore spring getaways over the traditional summer ones.
With appetite for staycations on the rise, Stacey Hope, Communications Director at Verdant Leisure shares what we can expect to see in the UK staycation market in 2024:
- Sun, sea and sand is in demand
The UK has one of the longest coastlines in Europe, and almost three in five (59%) respondents chose coastal getaways as the most popular destination for domestic holidays next year. Whether it’s basking in sunshine or breathing in the fresh, sea breeze, Brits want to be close to the beach in 2024.
Stacey said: “Stretches of white sand and glistening blue sea are relaxing and joyous, no matter where you are in the world. Britain has beautiful beaches and holiday goers are embracing them more than ever. From the expansive Woolacombe Bay to a peaceful sandy retreat such as Pease Bay, beach staycations are the ultimate holiday destination for the whole family.”
- Holidaymakers want to step out in spring
Following this year’s wet summer2, more Brits are hoping to escape during the spring months, with two fifths (43%) of respondents saying they would prefer to go away during this season. Over a third (35%) also said they would prefer to go away mid-week, planning to make the most of the quieter period.
Stacey commented: “There is no surprise that more people are choosing to holiday during typically quieter periods. With the cost-of-living still at the forefront of people's minds, travelling on off-seasons is a great way to save money whilst still finding time to escape. We hope welcoming the start of spring with a mini break, becomes the new normal.”
- Connecting with nature is on the mind
In 2022, 1.1 million fewer people gained health benefits from spending time in nature, compared with two years earlier.3 Hoping to embrace more of the outdoors, two in five (40%) respondents say being close to nature is important to them when choosing a holiday, whether that be forests, beaches or country parks.
Stacey added: “Getting out to explore the outdoors is imperative for many holidaymakers, seeking the opportunity to unwind and relax. The UK boasts an impressive offering of national parks and natural spaces that cater to every need. Trying out water sports or hiking stunning mountain ranges is at our fingertips, and we are seeing a growing number of people interested in outdoor and nature-based activities.”
- Staycationers are keen to make a splash
From pools to lakes to the sea, more Brits are planning to dip their toes in the water, as two in five (40%) respondents hope to participate in more swimming whilst on holiday next year. Recent years have seen a surge in the wild swimming trend, with around 7.5 million people already participating across the UK.4
Stacey explained: “A clear pattern for the outdoors is emerging, and those heading on staycation next year are particularly keen on finding lavish swimming spots. Whether you are after a secure lido for the kids to play or a secluded waterfall to float in, next year is one for the water babies to step into their own.”
- Couples need romantic getaways more than ever
This year, couples re-connected and as a result are planning more time to spend with each other. Almost two thirds (63%) of respondents said they are most likely to book a UK holiday with their significant other next year, compared to almost three in five people (58%) in 2023.
Stacey commented: “Last year we saw ample people booking holidays with their significant other, and word has passed round that this is the ultimate way to un-wind. Accommodation is a huge part of a peaceful getaway, so it’s not surprising to see the usual cosier, more romantic options like lodges are desired by those looking for a getaway with their partners.”
