Campaign Stats:

  • 15 Items of Coverage
  • Audience Reach: 32.6 Million

4media group were commissioned by HomeAway Vacation Rentals to promote their services via a broadcast day. The broadcast day looked at the rise of staycations in the UK and what phenomena were driving more people to stay at UK locations. Whether it was the effect of the heatwave last year, or Brexit uncertainty meaning that people are reluctant to venture out of the UK, new data from HomeAway out looks into how politics – and the weather – affected travel in, and out, of the country in 2018. The broadcast day was fronted by well known travel expert, Frank Brehany, alongside Karen Mullins, Regional Director UK & Ireland, HomeAway.  

The data has revealed the most in demand destinations by volume, as well as best value for money paid for holiday rentals.  Demand for domestic destinations has shifted back to the capital city, as London takes the top spot again after 2017 saw a demand for rural destinations. There were two high profile royal weddings hosted in London last year which could well have contributed to an influx of Brits seeking holiday rental accommodation in the capital. This coupled with the exceptionally warm summer, where St James’ Park was recorded to have the highest temperature, made the capital a compelling destination.  

Among the best value destinations found in the UK last year were two resorts by the sea – Saltburn-by-the-Sea and Tywyn – which is encouraging for anyone planning a staycation this summer and still looking for good value. Last summer’s record-breaking weather meant that holidaymakers could bask in temperatures of 35.3 degrees centigrade for an average just £38 per person per night, in destinations like Faversham in Kent.  

The most in demand domestic holiday destinations, by volume, were: 

  1. London – where demand is up 10% on 2017 
  1. Edinburgh – where demand is up almost 15% on 2017 
  1. St Ives – where demand is up nearly 7% on 2017 

The biggest shift in demand for domestic holiday destinations in 2018 were: 

  1. Amble, Northumberland – where demand is up +207% 
  1. Great Yarmouth, Norfolk – where demand is up +203% 
  1. Fakenham, Norfolk – where demand is up +190% 

The broadcast day achieved extensive coverage across broadcasters, with highlights including Sky News Radio, BBC Radio Manchester, BBC Radio Jersey, BBC Radio Lincolnshire, BBC Radio Shropshire, BBC Hereford and Worcester, BBC Radio Norfolk, BBC Radio Wiltshire and Swindon amongst others.

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