Staycation: How Operators Can Capitalise on UK Holidays to Take Advantage of the Staycation Boom

By Lance Bar tlett, General Manager of Stanwell House (www.stanwellhouse .com)

travel becoming more accessible , UK consumers are still keen to enjoy domestic getaways The hospitality industr y can capitalise on this trend in several ways, whilst still being mindful of the energ y crisis that is affecting both the choices of its customers and the UK operators tr ying to run a profitable business

UK NATIONAL HOLIDAYS

Firstly, they can offer appealing packages and deals to entice customers

This doesn t have to be wildly creative , cost a lot of money to organise or even be an original idea, but capitalising on UK national holidays like Mother’s Day and Easter can be a great way to target those who are looking to do something different to celebrate Crafting these packages together in a way that incorporates the special day as well as a shor t break/staycation could be an effective way to attract bookings As many consumers are mindful of their finances offering discounts or all-inclusive packages could be a persuasive proposition

Unique And Memorable Experiences

Despite the ongoing cost-of-living squeeze on household incomes and the gradual reopening of international travel, recent research has found that UK consumers are still opting to book staycations in 2023

According to a sur vey by RSM UK, over a third (36%) of respondents are planning to take a shor t break of 1-4 days in the UK over the next 12 months while 28% are planning to take a long-stay break of five or more days

This trend towards staycations is not entirely new Since the pandemic hit, many consumers have chosen to explore their home countr y, rather than taking overseas trips However, it seems that even with international

Saying this, most hotels nationwide will be hoping to capitalise on the national holidays and awareness days so to capture the eyes of those looking for some time away to celebrate the occasion, operators must focus on providing unique and memorable experiences As staycationers are typically looking for something different from their daily routine , and potentially something they’ve never tried or experienced before , offering activities and experiences that are exclusive to a par ticular location can be a real draw For example offering guided hikes in scenic areas hosting food and drink tasting events, or providing access to local events can all

Enhance The Overall Staycation Experience

Benefits Of A Staycation

Thirdly, and potentially one of the biggest drivers to people choosing a staycation is promoting the benefits of one This would include promoting the reduced travel time and cost and the ability to explore and discover hidden gems closer to home Whilst also emphasising the benefits of suppor ting local businesses and communities by staying in the UK

So whilst the staycation boom in the UK shows no signs of slowing down in 2023, there are still undeniable factors that pose risks to both operators and customers However, by taking advantage of what you have , rather than looking to add anything drastic to your existing offering, you can help to keep costs low for both the business and its guests By prioritising the customer experience and appreciating what the UK has to offer, operators can build customer trust and loyalty, leading to long-term success in the growing staycation market

At this time , it’s about mastering the basics and establishing a strong foundation to prepare for a more stable climate By doing so operators will be better positioned to build on ideas and investments when conditions improve

Lance Bar tlett is the General Manager of Stanwell House a privately owned boutique hotel situated in the centre of the picturesque Regency market town of Lymington, one of the south's most attractive and historic locations It has recently undergone an extensive multi-millionpound refurbishment project, re-opening to the public in December 2022