Britons planning 'staycations' this year

Figures published in various recent surveys and articles seem to indicate that 2009 will the year of the 'staycation'. This term refers to the trend of ditching foreign travel and using home as a base for day trips and short breaks.

Holidays are an area of expenditure "more protected" than others due to the importance they have for people. This means that, while 90% of the population is cutting back on overall spend, more than half of the people involved in a new study by VisitEngland (63%) expect to take a break or holiday in England in the next year.

Sharon Orrell, VisitEngland research and insight manager, said, ‘While 48% of us are cutting back or intend to cut back on holiday spending, far more of us are cutting back in other areas - such as food (77%), fuel (69%), clothes (64%) and entertaining/little luxuries (65%) – all low value, high frequency purchases.’ She continued, ‘Holidays seem to increasingly be seen as a necessity rather than a luxury.’

VisitEngland also suggests that the strength of the euro against the pound is putting people off travelling overseas, and the proportion of consumers saying they would holiday abroad has dropped since last autumn. 60% said that the exchange rate currently puts them off taking holidays and breaks abroad. In effect, one in five people who went abroad on holiday last year would consider switching to the UK in 2009 to save money.

A survey of 4,000 adults, by the insurance firm Legal & General, has found that three in five people were changing their holiday plans from last year to a staycation. The survey also suggested that 21% of the population planned to stay with friends and relatives, rather than face the expense of a hotel booking. A further 18% said that they would not be able to afford a holiday at all this year because of the recession.

According to The Independent 2009: The year of the staycation 60% of Britons (or 37 million people) are planning to enjoy staycations. That is double the amount on last year. A survey conducted by the RAC cited less money, rising fuel costs and the anticipation of bad weather as reasons behind the trend.

Following the insights gained from its research, VisitEngland currently has a number of major marketing campaigns either live or in development to support the success of English tourism this year. This includes a £3m campaign, started this month, with a strong ‘value’ message. The campaign includes television and national press advertising and is aimed at encouraging the trend towards “home” holidays, inviting people to “enjoy every moment”.