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| Hospitality Today | Spring 2017
The Hospitality Market
The British tourism industry is set to benefit from a 30% rise in staycations and
a dramatic climb in interest (63%) in a UK holidays from tourists worldwide
according to new research by Barclays. Findings from the Barclays Destination
UK: driving growth in the UK hospitality and leisure sector report include:
63% of international tourists are more
interested in UK holidays compared to
last year
Mike
Saul
Factors driving this interest include
“The Crown Effect” – TV shows
featuring the UK (22%), as well as
advertising campaigns (29%) and
the weaker pound (31%)
A rise in staycations - nearly a third
(30%) of Brits are expecting to spend
more of their holiday in the UK this
year and 39% believe domestic holidays
represent better value for money in 2017
Brexit has had an influence. Nearly a
third (31%) of international tourists said
they are more likely to visit the UK than
before the Referendum result, while
only 10% said they are less interested
Hoteliers should be aware of
generational differences, particularly
when considering introducing new
technologies and experiential offerings.
Younger holidaymakers are driving
tech-led leisure from smartphone
hotel check-ins to Apps for ordering
bar drinks.
Among the 63% of international
holidaymakers who said they are more
interested in holidaying in the UK than
this time last year, perhaps unsurprisingly,
31% cited the weaker pound. However,
high-profile advertising campaigns (29%)
like VisitBritain’s “GREAT” campaign are
having their effect on overseas audiences.
Staycationers attracted by
convenience and variety
The staycation’s popularity also continues
to rise, with nearly a third (30%) of UK
holidaymakers expecting to spend more
of their holiday time in the UK this year.
The convenience of holidaying at home is
the primary draw. Half of UK respondents
choosing a UK break described the
familiarity of food, language and travel
options as making the UK ‘hassle free’ with
31% now more aware of UK holiday options.
Nearly four in ten respondents (38%) of
those citing cost as a factor behind a
UK break said the weaker pound made
holidays in the UK preferable to those
abroad, and 39% said a domestic holiday
represents better value for money in 2017.