Forget Europe – Brits increasingly prefer a staycation

British holiday destinations

While the British masses typically migrate to the sandy beaches and sunny skies of Europe during July and August, this year has seen an increase in both locals and tourists opting for a UK holiday. And it’s not because of the weather…

Propel reported that London enjoyed a remarkable ‘Brexit boom’ in tourism during July, as visitors flocked to the capital in record numbers to take advantage of the pound’s fall in value. They further noted: “Hotels, airlines and attractions all reported a dramatic spike for London bookings in July, while British ‘staycationers’ contributed to the surge as people were put off travelling abroad by the cost of holidays and the exchange rate.”

Outside of London, locals and tourists are rediscovering popular holiday spots like Brighton, Norfolk and Skegness, and we’ve spoken to one of our customers in the beautiful Pembrokeshire of west Wales to find out more.

Andrew Evans, owner of St Brides Spa Hotel and Beachside Barbeque restaurant in the village of Saundersfoot, explains, “We’re right on the Pembrokeshire Coastal path, so views are phenomenal and there are numerous activities for the whole family in the area – it’s very enticing for a staycation.”

Attracting both locals and tourists, St Brides have had a good summer – despite the cooler weather at the start – and Andrew expects to see an increase in Brits opting for a local holiday. “Our occupancy is high during summer anyway, but we hope to see an increase in staycation guests out of season. Being in the Garden of Wales, we champion local provenance with seasonal dishes served all year round. We have an extensive wine list and although Old World wines remain popular, our exciting New World wines are in high demand.”

With the increase in local holidaymakers expected to continue, Andrew advises other popular holiday venues to ensure that they have something to suit everyone. “It’s about getting the balance of formality without pretentiousness, which is what we do well at St Brides. We do ‘Welsh Hospitality’ properly so our guests feel welcomed and relaxed, but also know that they will get the service they are paying for.”


Seven ways to make the most of the staycation trend:

Bibendum Regional Account Manager, Simon Awdry, believes it’s all about emphasising the beat that an area has to offer, ensuring guests get the most from their stay. Here are Simon's top tips:

    1.  Create seasonal menus from local produce and suggest wine matches for each
    2.  Highlight regional food and drink specialities from producers in the area
    3.  Create cocktails inspired by or named after local landmarks
    4.  Create a ‘by the glass’ list of wines for chilling and relaxing (light and fresh)
    5.  Offer small serve options suitable for picnic hampers
    6.  Offer a seasonal range of spritzes and sangrias
    7.  Have sundowner offers available for one hour before official sundown

Capitalise on the growing staycation trend – contact us or your Account Manager for more information.

15th August 2016

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