48 % of people are seriously thinking of spending their holiday in the UK this year, compared to 39 % last year and 29 % in 2009, according to a new study by market research firm BDRC.

In addition to that, more than three quarters of those who spent their holiday in the UK last year are considering returning this year compared with only 66 % in 2009.

As a reason for that development, many people list the increasing troubles of air travel.

Primarily many holidaymakers choose a ‘staycation’ for economic reasons. Now the UK tourism industry exceeds the expectations of many people who plan to return to UK holidays because of better quality of service and enjoyable locations.
When asked why UK’s appeal has been boosted, 29 % named better accommodation, 24 % better catering and 19 % a more customer-focused attitude. On top, 45 % mentioned ‘good scenery’.

In addition, a little less than half of those in professional occupations found that the UK’s appeal has increased in recent years. The research was based on a national sample of 1008 adults. It is backed up by VisitEngland’s national occupancy survey, which reported hotel room occupancy going up to 67 % in 2010 compared with 62 % in 2009.

Another trend is early booking, with only one third of all holidaymakers saying they will book two months or less in advance of departure.

Market research firm BDRC Continental director Steve Mills said: “The fact that the UK holiday revival has been founded on a conscious decision to stay based on positive experiences and improved service rather than an inability to afford to travel abroad gives cause for optimism that this can be sustained well into the future – but only if the sector continues to innovate and meet holidaymakers’ expectations.”

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