It’s been a chaotic time for travel and the travel press recently, but some clear trends and behaviours are starting to emerge from the fog of Covid, with media requests reflecting positive activity on our website and bookings through our sister company, Canopy & Stars.
Our media contacts are all focused on a big staycation summer, with requests coming in regularly for availability and general consumer advice. Interest has leaned heavily towards self-catering but we’re now seeing more press coverage for hotels, B&Bs and inns as self-catering availability becomes increasingly limited.
Our sister site, Canopy & Stars, is showing very positive signs of returning consumer confidence. In 2020, bookings trebled in the days immediately following the Prime Minister’s announcement that restrictions would be eased. Going into 2021, forward bookings were already 200% up year on year and right now revenue is around 30% up on the same period last year.
On our website, Cornwall, Devon, Dorset and Norfolk are the most popular regions for guests, but we are also seeing a surge in searches for England and Scotland, suggesting that guests are open about the exact area they would like to visit. The most popular group sizes are two or four guests, but we are also seeing an increase in interest in our “Good for Groups” collection, possibly as guests look to meet with friends and family that they’ve been so badly missing during lockdown.
With concerns for a lack of UK accommodation available this summer, press are also covering alternative ways to holiday and how property owners can ‘cash in’ on the boom. The Sunday Times recently ran an article with Canopy & Stars about how to create a glamping space.
The recent government advice that people should delay booking either international or domestic holidays does not seem to have dented guest enthusiasm and the press are reporting a continuing surge in bookings across UK travel.
Everyone is awaiting that announcement from the PM next week, when the roadmap out of lockdown is due to be announced. As the announcement draws nearer, speculation is growing about what this might mean for the hospitality industry. We’ll be updating our owner FAQs with any relevant information but are preparing to capitalise on any positive news that comes out of it.
If you have any questions regarding your membership, please do not hesitate to get in touch with your Account Manager or via members@sawdays.co.uk.