Staycation option preferred by holidaymakers in the West Midlands

Holidaymakers in the West Midlands are set to shun European hotspots in favour of a traditional British hotel, new research has suggested.

Destination UK: driving growth in the UK hospitality and leisure, prepared by Barclays Corporate Banking, says almost a third (28%) of holidaymakers from the West Midlands plan a staycation rather than venture abroad.

A similar percentage is also expecting to spend more money on UK breaks, the study claims.

Across the UK, 36% of British holidaymakers are planning exclusively UK holidays this year, and a further 16% expect to spend over three quarters of their total holiday time in the UK this year.

More than a third (35%) of those from the West Midlands say they would choose a British break over an international holiday, even if time and finances allowed. A figure that is matched at a national level.

The study concludes UK guests are increasingly looking for holidays that are close to home. 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.

Cost was a factor for 38% of respondents, with many saying the weaker pound made holidays in the UK preferable to those abroad, and 39% said a domestic holiday represented better value for money in 2017.

The research reveals that the average British budget for UK breaks is £800, with over a fifth (22%) of holidaymakers planning to spend more than £1,000 on their UK getaways. During their staycations, Brits also plan to spend an average of £309 on accommodation, £152 on dining out and £121 on shopping.

Barclays said the research also demonstrated the enduring appeal of the UK to international holidaymakers, with almost two-thirds (63%) saying they were more likely to holiday in the UK than this time last year.

High profile advertising campaigns (29%), the weaker pound (31%), greater spending power (30%), and TV programmes like The Crown which feature the UK (22%) were all among the reasons cited for Britain’s appeal.

Ray O’Donoghue, managing director for Barclays in the Midlands said: “The region is well placed to benefit from a booming year for British staycations and with many holidaymakers now choosing to stay close to home, the importance of marketing local attractions and investing in new technologies and experiences to drive footfall is clear.”