Summer travel trends 2023: Brits set to holiday at home and choose destinations based on TV shows

Posted by Abby Oldroyd in News

3 months ago

Seventy-five per cent of Brits will holiday in the UK this year with 43% planning to make this their main break, a survey has revealed.

The poll of 2,000 people, conducted by rental agency Sykes Holiday Cottages, also found consumers are increasingly influenced by television when it comes to choosing getaway destinations.

The number of staycationing Brits has dropped year-on-year – in 2022, 82% holidayed at home – but the business has predicted British breaks will boost the UK economy by approximately £28 billion this year.

Key takeaways: 

  • The staycation sector is expected to boost the UK economy by approximately £28 billion in 2023.
  • Yorkshire is currently the most popular staycation destination in the UK, followed by Cornwall, the Scottish Highlands and Islands, and Cumbria.
  • 24% of Brits said their travel decisions are driven by TV shows and films.
  • 32% are looking to travel alone rather than with their friends and family.

Half of survey respondents said the cost-of-living crisis influenced their decision to holiday in the UK while 48% plan to visit a destination they have previously visited. Search data from Sykes also revealed an increasing desire to take shorter but more frequent breaks over long, expensive getaways.

Additional reasons for choosing a staycations included ease and proximity, making holidaying less stressful. Respondents noted the stay-at-home guidance during the Covid-19 pandemic meant holidaymakers rediscovered new ways to appreciate the UK and have since enjoyed staycations, with many yearning for “cosy cottages” and countryside breaks.

Yorkshire was voted as the most popular staycation destination, followed by Cornwall, the Scottish Highlands and Islands, Cumbria, and Northumberland. Also in the top ten were Devon, Norfolk, Berkshire, North Wales, and Isle of Wight.

Twenty-four per cent of Brits said their travel decisions are driven by TV shows and films, including Gavin & Stacey (Barry Island), Bridgerton (Bath), Skins (Bristol), Broadchurch (Dorset) and Poldark (Cornwall), while 27% are heavily influenced by social media channels.


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At the time of the survey, the leading staycation hotspot on TikTok was #Cornwall which received 1.2 billion views (which has since spiked by 100 million views) with popular spots #Newquay and #Porthcurno generating 54.8 million (now 61.8 million views) and 4.3 million (now 8.8 million) views respectively.

Other popular TikTok destinations included the #LakeDistrict which totalled 395 million views and currently boasts 422.8 million engagements. The hashtag #Devon also received over 674 million views on TikTok (now 813.3 million views) with #Dartmoor, #Stives, #CarbisBay, and #Clovelly among the most popular locations.

Many holidaymakers are looking to cut costs with 33% planning to “go back to basics” this year and opt for glamping or camping trips, yet the average budget for UK staycations is anticipated to continue rising throughout 2023. Despite an increased pressure on budgets, luxury amenities continue to be popular with bookings for properties with hot tubs up 104% year-on-year.

As CORQ previously reported, solo travel has gained traction in the past 18 months – particularly among women – and many TikTok creators have made travelling alone their niche. In fact, #solotravel currently boasts 4.4 billion views on the short-form video app with more people embarking on their adventures alone. Sykes’ report reflected this growing trend revealing 32% are looking to travel alone rather than with their friends and family. Keswick in Cumbria is leading the way as the number one location for solo travellers in the UK.

By Abby Oldroyd, news and features writer for CORQ.