Sunshine and spring sale drive surge in staycation bookings

Better weather in the UK and a spring sale drove a surge in staycation bookings over the bank holiday week, according to Hoseasons.

The self-catering specialist enjoyed a 44% hike in bookings through its trade and direct channels over the four-day break compared to the same weekend last year.

Within the booking mix, agent sales were 47% up for the weekend year on year.

The company credited the improvement in British weather as well as its own Great British Super Sale for the sales surge.

It said bookings for later this month, including the Whitsun half-term were particularly strong over the weekend, up 40% on last year’s early Bank Holiday Monday sales, while visits to the website were up 10%.

Senior vice president of supply at Hoseasons Luke Hansford said its multi-channel marketing campaign had proved attractive for those who had left it late to book a May getaway and had been aided by the increase in UK temperatures.

He added: “It’s no secret that interest in domestic holidays picks up when the sun comes out, but what these figures clearly show is that when it does you have to be ready with a compelling offer and the means to reach your audience.

“Unfortunately, we can’t control the weather, but what we do have is the sales and marketing muscle needed to help our trade partners convert interest to bookings and make hay when the sun shines.”

In terms of most popular regions, Devon received the highest number of bookings over the bank holiday, followed by Cornwall, Yorkshire and the Lake District.

Arrivals for May for Devon and Cornwall are up 175% and 74% respectively compared to holidays booked for May at the same time last year, said Hoseasons.

The operator’s sale offers savings of up to 30% off lodge, park and boating holidays which arrive before September 25. The sale is being promoted across all Hoseasons’ paid and owned channels, including organic and paid social, pay-per-click, display advertising, email, web, third-party and YouTube advertising as well as partnerships and influencer trips.

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