British holidaymakers have abandoned London as their top staycation choice - and now they're flocking to LINCOLN

  • Data released by holiday firm HomeAway showed ongoing staycation demand
  • However, many people are swapping expensive city destinations for rural spots
  • The move comes as consumers adapt to the effects of the weaker pound 

By James Draper For Mailonline

Published: 09:33, 4 March 2018 | Updated: 17:46, 5 March 2018

It's one of the world's most popular cities. 

But British holidaymakers have abandoned London as their choice of 'staycation' destination - opting for cheaper locations elsewhere, mainly Lincoln, it seems.

Data released by holiday rental firm HomeAway showed that more expensive destinations across the UK – particularly the capital – have been traded in for rural holiday sites.

Expensive: British holidaymakers have abandoned London as their choice of 'staycation' destination - opting for cheaper, rural locations elsewhere in the UK

Expensive: British holidaymakers have abandoned London as their choice of 'staycation' destination - opting for cheaper, rural locations elsewhere in the UK

Experts cite the weaker pound as the cause, saying it's made foreign trips more expensive and pushed-up inflation domestically, leaving holidaymakers with less disposable income for leisure.

Specifically, HomeAway said the trend led to a 285 per cent rise in demand for holiday accommodation in Lincoln, where travellers spent an average of £35 per person per night.

It also sparked a 275 per cent increase for Bourton-on-the-Water in Gloucestershire, where tourists spent £48 per night.

Shaldon, Devon, also saw a spike in demand, rising 275 per cent compared to 2016 with an average spend of £40 per night.

Elena Novokreshchenova, HomeAway’s regional director for the UK & Ireland and emerging markets, said: 'The findings paint a positive picture for the UK travel industry, post-Brexit.

'Brits are continuing to prioritise their holidays whether at home or abroad, but they’re adapting around the socio-political climate to make this valued experience work for them financially.'

Surge: Lincoln saw a jump in demand for accommodation by staycationing Britons 

Surge: Lincoln saw a jump in demand for accommodation by staycationing Britons 

Greener pastures: The weaker pound has forced families to seek more for their money

Greener pastures: The weaker pound has forced families to seek more for their money

Interestingly, London still remained the top destination for overseas visitors, which HomeAway said is a sign Brexit had likely done 'little damage' to the city’s appeal.

'The UK remains an attractive destination for in-bound tourists, benefiting from the weaker pound and the strength of the dollar and euro to save money on their UK holidays,' Ms Novokreshchenova added.

'Ultimately, holidaymakers are looking for better value for money coupled with their perfect match in accommodation.'

Americans were the biggest spenders on holiday homes in 2017, thanks in part to the strength of the US dollar, with travellers paying an average of £63 per person per night.

Those from the United Arab Emirates also forked out an average of £63 per person per night, while Brazilians spent £61.

Europeans spent the least on UK accommodation, though HomeAway said a further drop in the pound could reverse that trend.

'Europeans spent the least, suggesting tourists from the euro zone are consistently seeking the best value for money from their holidays to the UK,' they said.

'Should the value of sterling drop further, due to additional complications as a result of the Brexit vote, we could see Europeans increasing their budget on their UK holiday accommodation in the future.'

Advertisement

Most watched News videos

Comments 81

Share what you think

  View all

The comments below have not been moderated.

  View all

The views expressed in the contents above are those of our users and do not necessarily reflect the views of MailOnline.

We are no longer accepting comments on this article.