Travel trends report: UK staycations

At holidaycottages.co.uk, we’re always looking for ways to maximise our owners’ property performance and make the letting experience more rewarding. That’s why we recognise the importance of crunching data and looking ahead to better understand the emerging trends and preferences among holidaymakers. 

We recently conducted a survey of 2,002 consumers* that represent British holidaymakers to gain an insight into how they plan to holiday in 2025 and beyond. In this blog we reveal our most important findings and the most popular and fast-growing trends that owners should be aware of. 

If you're thinking about letting your property and feel ready to take the next step, click the link below to download our letting guide and learn all about the services and support that we offer to owners. 

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Most popular destinations for UK staycations

More holidaymakers across Britain are considering staycations; with 61% of our survey agreeing that they’re more likely to go on a staycation than previously, and 49% confirming they’re definitely intending to go on one in the next year. These are promising figures, and we’re happy to see the continued demand for exploring the UK … but where are holidaymakers visiting? 

The North of England tops the pile, with 35% of Brits opting to explore the likes of the Lake District, Yorkshire’s national parks, and the ever-dramatic Northumberland. The sunny South West isn’t far behind, with 34% of consumers setting their sights on Devon, Cornwall and Dorset’s seaside resorts and scenic coastlines. 

Wales appeals to 25% of British holidaymakers, no doubt thanks to the national parks of Snowdonia and the Brecon Beacons. Further north, Scotland’s Highlands and islands account for 24% of our survey, with the South Coast close behind at 22%.

Most popular unique property features

All our owners benefit from their own dedicated account manager whose local expertise and industry knowledge combine to maximise property performance. To achieve this, and to help owners stand out from the crowd, we shine a light on the property features that attract the most bookings. To back this up, we asked British holidaymakers what unique property features they prioritise when booking … 

See the full list of most popular unique property features below. The survey highlights that 28% of guests prioritise a hot tub when booking a holiday. If you don’t already offer a hot tub at your let, then reconsidering this is likely to increase bookings and repeat bookings, as well as encourage positive reviews. Read our owner advice on hot tub considerations to find out more. 

The data also highlights that 22% of guests seek pet-friendly facilities when booking. If you don’t welcome pets, then changing this policy won’t only widen your pool of potential guests, but you’re likely to see an increase in bookings too. If you already welcome one pet at your property, then expanding this to multiple pets is again likely to lead to more rewarding revenues. For more support, read our guide on how to make your property dog friendly. 

To maintain booking levels through the colder, off-peak months, adding cosy and warming features to your property could have a positive impact. Our survey reveals that 19% of Brits prioritise a wood burner when booking, while 16% of holidaymakers seek a fire pit. Adding these features to your property is relatively low cost when you consider the upshift in bookings they may lead to. For advice on wood burners, read our guide to the regulations and maintenance tips you should consider.

The guest groups you can expect

It’s important to understand the types of groups to expect as a holiday property owner. See the data below; of the 2,002 consumers we reached out to, 58% intend to book a staycation with their partner in the near future. To appeal to couples, owners could consider adding or enhancing property features for a romantic break. These include wood burners and fire pits for cosy evenings, larger beds and plush linens for more appealing sleeping arrangements, and other indulgent touches such as complimentary robes, a couples’ welcome hamper, free-standing bathtubs and more. 

Our survey also reveals that 47% of British holidaymakers intend to go on a UK staycation as a family, meaning it’s time for owners to consider the family-friendly features that could appeal to these guest groups. If your let boasts a garden, then ensuring it’s enclosed for the safety of children and pets will strengthen its appeal to families. Providing stairgates and cots also adds reassurance, while thoughtful additions such as outdoor play equipment, games consoles, and flexible sleeping arrangements, such as zip-and-link beds and bunks, also add to the family appeal of your property. 

24% of our survey are intending to go on a staycation with their pets in future. Combine this with the fact that 22% of Brits seek pet-friendly features when booking, and it becomes apparent that responding to this demand could well increase your property’s performance. As explained above, changing your no-pet policy will widen your pool of guests, as will increasing the number of pets if you currently only welcome one pet. Other features that appeal to dog-owning holidaymakers include outdoor showers, food and water bowls, dog treats in the welcome pack, and even information on local walking trails and dog-friendly venues.

What inspires British holidaymakers?

The way British holidaymakers are inspired – and how they plan staycations – is fast changing. Now more than ever, guests are taking to the internet and social media to plan their dream getaway, and at holidaycottages.co.uk, we’re more than ready to answer their call. 

Our survey highlights that 41% of guests find holiday inspiration through Google and other search engines, with 38% also relying on holiday websites for their research. We’re happy to hear this because our team blends expert digital marketing, optimised pricing, and a network of in-house holiday brands to reach these guests and enhance your property’s earning potential. 

With a strong presence on social media, we actively reach out to the growing number of guests researching holidays online. Our Instagram channel awaits for the 20% of users who like to flick through reels and photos; our Facebook page boasts almost 200,000 followers, while our TikTok means we reach the 17% of users who are inspired by fun and engaging clips!

Demand for unique stays and new adventures

One of the key learnings we took from our survey is the growing demand for unique stays that inspire adventure. 58% of holidaymakers are planning to seek out more unique and unusual staycations in 2025, and of the Brits who want to stay in unique properties, 43% want the chance to explore something different and 11% hope to venture off the beaten track. 

For owners, there are plenty of things you can do to make your property more unique and one that inspires adventure. Considering 27% of holidaymakers want to book somewhere special that they can return to, adding extra-special touches such as a welcome pack on arrival, luxury features like spa products or a wood burner, and unique facilities like movie projectors and free-standing bathtubs, can go a long way. 

The survey also shows that 49% of holidaymakers enjoy walking and hiking as a staycation pastime. To appeal to these guests, if you do provide a welcome pack, you could suggest some local footpaths and cycling trails, or signpost local cultural hotspots – 22% of holidaymakers listed cultural excursions as their preferred activity during a staycation. 

Interestingly, 32% of Brits agreed that George Clarke’s Amazing Spaces TV show has inspired them to try something new and unique. Tune into Channel 4 for some inspiration and keep your eyes peeled for our property – Red Rum's Retreat in Wales – which we were proud to see feature on the show! 

Brits seek peaceful breaks and digital detoxes

Our survey highlights the desire for peaceful breaks and digital detoxes amongst Brits. For example, of the 660 people who want to discover hidden corners of the UK; 48% want to do so for a peaceful retreat. As an owner, there are plenty of features that you could add or improve to stand out to peace-pursuing holidaymakers. 

Consider upgrading the size and quality of your beds to ensure restful nights for guests, or luxurious bathroom facilities such as premium soaps and other products to encourage relaxation and wellness. Sumptuous furnishings invite guests to unwind and spend more time in the property, while small additions within the kitchen could include herbal teas, organic and local produce in the welcome hamper, or even an enhanced outdoor dining area to promote peaceful al fresco meals. 

When asked why they enjoy staying in a unique holiday home, 37% of holidaymakers highlight that they love staying somewhere where they can reconnect with themselves and nature, while 14% want to stay somewhere where they can enjoy a digital detox. Owners can appeal to these guests by enhancing their property’s interior design to a more natural and minimalist one, where soft textures and warm lighting invite a break from the hustle and bustle. Quiet reading corners, cosy snugs and high-quality seating can go far in inviting guests to unwind – 16% of holidaymakers list reading as their preferred staycation activity. 

To attract guests seeking a reconnection with nature, owners can consider enhancing their property’s outdoor space. If your garden is wild or surrounded by nature, perhaps supply binoculars for guests to gaze through, or you could add more greenery to lift the natural, peaceful appeal. Owners can also go the extra mile by providing guests with recommended local walking and cycling trails – not only does this cater to lovers of the outdoors, but thoughtful additions like this can generate more positive reviews and repeat bookings.

Guests want to uncover the UK’s hidden corners

Our survey reveals a hunger amongst British holidaymakers to explore the UK and uncover its hidden corners, which is encouraging data for holiday let owners across our isles. 33% of the Brits we asked listed discovering the UK as their reason for a staycation, and of these holidaymakers, 71% want to explore new places and 49% want to find unique experiences. 

Adding to these figures, 33% of our survey want to see what the UK has to offer as a holiday destination, while 73% are excited to explore unique staycation ideas across the UK – owners can cater to these guests by adding small touches to celebrate the beauty of the UK and inspire adventure. 

In your guest welcome pack, you could highlight popular or lesser-known local gems such as hidden beaches, historic sites, scenic hiking trails and more. You could also include local history books on your shelves to submerge guests into the local scene. Promote more UK adventures by supplying outdoor equipment such as walking poles, bikes and kayaks, or offer a dedicated space at the property to store recreational gear. 

To help holidaymakers explore the area, owners may also want to provide information on local travel links – 17% of Brits list lack of travel options as a reason to be hesitant when booking.

Promising stats for future UK staycations

Rounding off our report is the thirst for more staycations amongst British holidaymakers. Of the 2,002 people we spoke to, 36% have gone on a UK staycation 2–3 times in the past 2 years; 14% have gone 4–5 times, and 4% have enjoyed a staycation up to 7 times – on average, British holidaymakers went on staycation twice in the last 2 years!

Looking ahead, within the next year, 49% of Brits are definitely intending to go on a staycation, while 41% are intending to plan one. For us at holidaycottages.co.uk, we’re excited to learn that Brits are intending to stay in the UK to explore our landscapes over foreign destinations. 

“The UK is a fantastic place for a break, and we’re delighted that holidaymakers are excited to explore more hidden corners of the country. We’re keen to work with both holiday homeowners and the tourism sector to offer a range of more unique experiences for those choosing the UK over other destinations.” – Joby Mussell, Chief Commercial Officer

For owners, now is a great time to consider enhancing your holiday let to appeal to the emerging preferences of British holidaymakers. And if you’re considering buying or building a holiday property but haven’t yet taken the plunge, at holidaycottages.co.uk we’re on hand with more expert advice and support to get the ball rolling for you.

Learn more about letting with us 

If this report of emerging trends amongst British holidaymakers has opened your eyes to the opportunities for holiday let owners, then you’ll be pleased to hear that we offer plenty more advice and support in our Owner advice centre. 

If you’re new to holidaycottages.co.uk and you’re considering taking the leap into holiday letting, click the button below to download our letting guide and learn all about the services and support we offer to owners. Feel free to get in touch with our friendly team who are on hand to answer any questions and help you start your letting journey.

Download our letting guide

*The research was conducted on behalf of holidaycottages.co.uk by Censuswide with 2,002 nationally representative general consumers between 13.08.2024–16.08.2024. Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles and are members of The British Polling Council.