South West favoured for UK staycations this year

Updated: Jun 14

The south west of England is the region most likely to attract domestic visitors for UK short breaks and holidays this year, according to data just published by VisitBritian. Nearly one in five (19%) people surveyed indicated that their staycation destination of choice would most likely be in the south west for breaks between June and September, and a similar proportion (18%) would visit the region from October 2020 onwards - with the South West topping the poll once again.

Traveller concerns are being addressed

The survey also paints a hopeful picture on how consumer confidence is likely to grow in the coming weeks and months. It reports that the top two reasons for travellers not feeling confident about taking a trip this summer were "government guidance on travel restrictions" and "fewer opportunities to eat and drink out".


These concerns are being tackled head-on with lockdown gradually lifting and local, independent cafes, bars and restaurants across Bath and the surrounding area preparing for socially-distanced dining alongside their growing open-air, take away and home delivery services. This, along with hospitality and tourism businesses across the region developing safe, clean and welcoming environments for visitors ahead of the proposed re-opening from early July 2020, ought to build consumer confidence further over the coming weeks.


We're getting guest-ready

As part of our own preparations, we're developing new enhanced cleaning & safety protocols, providing each guest with their personal hand sanitiser and have built a brand new interactive digital Welcome Guide in partnership with Touch Stay, with comprehensive information for guests about their stay. We also know that travel plans can change at short notice, so have introduced ultra-flexible booking terms, enabling penalty-free cancellation up to 48 hours prior to arrival. All this will help guests book, stay & relax with confidence at The Apartment, Bath.

Ultra-flexible booking terms, enhanced cleaning and safety protocols and a digital Welcome Guide are just some of the ways we're preparing to welcome guests back to The Apartment, Bath this summer.

Visitor confidence is growing

Even across the first three weeks of this important tracker, early data analysis suggests that confidence is growing week-on-week, with potential travellers gradually feeling more comfortable undertaking certain activities including 'going for a walk in a country park/ local trail' and 'eating at a restaurant'.


About the survey

VisitBritain has commissioned a weekly tracking survey to understand domestic intent to take short breaks and holidays both within the U.K. and abroad, with particular focus around the current barriers and concerns around travel and how these will evolve over time. The COVID-19 Consumer Sentiment Tracker is based on a U.K. nationally representative sample of 1,500 adults aged 16+.  The survey will be repeated across a 13-week period with the most recent wave of data (Week 3) published on 12 June 2020.

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