The Great British Staycation…

10th August 2020

Now schools have broken up, it is officially summer holiday season. Although this year it will be markedly different for most people.  Whilst couples, families and households are still keen to get away and have a much-needed change of scenery after months of lockdown, many, if not most, will choose to holiday at home.

Helping fuel this decision is the growing list of European countries now requiring a 14-day quarantine period upon returning to the UK, resulting in many who were considering foreign travel, now in the market for a break closer to home.

The Great British Staycation is firmly the most popular option for most people, and since the weather has warmed up again, beaches and coastal destinations are busier than ever as they experience a surge in demand from day-trippers and overnight guests. The latest mobility data from Clear Channel shows that the West Country, with popular holiday destinations such as Devon, Cornwall, and Dorset, has the highest mobility of all areas nationwide with a current index of 119% versus their February baseline.   Whilst insight from Posterscope’s Mobility Index, based on data from Mobile Partner Three, shows that of the larger towns and cities within the UK, the top three with the highest mobility index scores are the coastal towns of Eastbourne, Southend-On-Sea, and Grimsby.

Airbnb recently released their top UK destinations which included towns in seaside and rural areas including Warton (Lancashire), Snettisham (Norfolk) and Ross on Wye (Herefordshire). Importantly, Airbnb data showed that over 70% of bookings booked by Brits were for UK breaks, and that almost half of these were for travel within the next month as demand increases in response to lock-down rules relaxing.

When Chancellor Rishi Sunak announced a slash in VAT rates to just 5% for the tourism and hospitality sectors, unsurprisingly campsites and holiday parks in particular saw a surge in demand,  due to their  comparative low price, flexibility and ease to social distance. Pitchup, a company which specialises in bookings for holiday parks and campsites in Britain, Europe and the Americas – saw the highest number of bookings in one day since it was founded, following the announcement of permitted overnight stays, with around 98% for holidays in the UK.

While travellers, holiday makers and day trippers head to their Staycation destinations, OOH can effectively target them throughout their journey. Roadside OOH, complimented with key environments such as Motorway Service Stations, Petrol Forecourts and POS / Supermarket messaging enables OOH to reach them  at essential touchpoints from buying food for their holiday, filling up the car, on the drive to the holiday destination and the rest stop en-route.

With average 7-day driving levels across the country currently 24% higher vs. their pre-Covid norms, according to Apple mobility data, there has never been a better time to deliver huge impacts during the summer months.   Out of home offers a unique opportunity for brands to reach these UK-based staycationers wherever their travels take them.