Nearly 80% of Brits are swapping overseas holidays for UK staycations this year, according to new research from BWH Hotels GB.
The study of more than 2,400 BW Rewards customers found that 79.7% of respondents are choosing to holiday in the UK this summer, while almost a third, 32%, have ruled out travelling abroad altogether.
Concerns over flight cancellations and disruption emerged as the biggest factor influencing holiday decisions, cited by 30% of respondents.
Geopolitical instability was also highlighted as a significant concern by 22% of travellers.
While rising costs continue to play a role in decision-making, the research suggests holidaymakers are being influenced by more than price alone.
Nearly nine in 10 respondents, 88.2%, said they would expect a different experience from a UK holiday compared with travelling abroad.
When asked what they would prioritise during a UK break, exploring the local area topped the list at 50%, followed by food and drink experiences at 39%, and relaxation at 34%.
The demand for UK staycations is already translating into bookings for hoteliers.
Jenny Howling, owner and operator of Best Western Sysonby Knoll Hotel in Leicestershire, said: “We’ve seen a noticeable increase in domestic bookings, particularly during the school holidays, as more people choose to holiday in the UK.
“Booking patterns are changing too. Lead times are becoming shorter, with many last-minute bookings heavily influenced by the weather. At the same time, guests who do book further ahead are often planning longer stays.
“We’re also seeing people become more flexible in how they build their trips. While packages remain popular, more guests are choosing room-only rates and then deciding on activities, dining and experiences once they’ve arrived.”
Tim Rumney, CEO of BWH Hotels GB, said: “Consumers have had a lot to contend with over the past year, and when it comes to their holidays, they want the reassurance that their time away will go smoothly. Rising travel costs, concerns about flight disruption and wider geopolitical uncertainty are prompting many travellers to look closer to home this summer.
“While value remains important, travellers are clearly prioritising memorable experiences, local discovery and flexibility.
“The UK has an enormous amount to offer and we’re seeing growing demand from guests who want to explore destinations closer to home without compromising on quality or experience.
“Whether that’s a locally-themed gin experience at Shakespeare Distillery or a wellness retreat by the coast, travellers are looking for experiences that feel authentic to the destination, rather than simply somewhere to spend the night.
“This is a trend we help our network of more than 230 independent hoteliers capitalise on every day across Great Britain.”
The findings point to a continued opportunity for UK hotels to strengthen staycation demand by focusing on local experiences, flexible booking options, food and drink, wellness, and destination-led hospitality.
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