April 10, 2014 11:17 ET

Keeping the Kids Entertained This Easter Will Boost the Economy by GBP 2 Billion

On average parents will be spending GBP 478.25 on activities this Easter

Over a third of British families are taking an Easter Staycation break this year

Blackpool tops the Easter Staycation destination poll

LONDON, UNITED KINGDOM--(Marketwired - April 10, 2014) - Parents across the country will provide a £2 billion boost to the UK economy by splashing out on activities to keep their children entertained this Easter, according to a new consumer report out today. On average British parents will fork out £478.25 on a short Easter break and four day trips.

The study conducted by Travelodge surveyed 2,500 British parents and key research findings revealed that over a third of (35%) of British households will take a short Staycation break this Easter - spending an average of £321.53 on this break.

Interestingly, the traditional British seaside break is back in vogue as it tops the list of Staycation destinations this Easter. Of those taking a short break, 37% are taking a traditional British seaside holiday this Easter. Over a quarter (26%) of parents will take a break in a UK city and 14% are planning to spend quality time together exploring the great British countryside by taking a rural break.

Further research findings revealed that four out of ten parents stated that a Staycation short break was a good value option in helping to keep their children entertained this Easter, due to the high cost of holidaying abroad in the school holidays.

Over half (55%) of parents surveyed felt it is important for them to teach their children that the UK is a great holiday destination so that they could appreciate their country and gain a better understanding of its heritage and history.

Listed below are the top 20 Staycation destinations for family getaways this Easter:

1 Blackpool 11 North Wales
2 London 12 South Wales
3 Birmingham 13 Liverpool
4 Cornwall 14 Bristol
5 Brighton 15 Norfolk Broads
6 Cardiff 16 Scarborough
7 Devon 17 Newcastle
8 Bath 18 Great Yarmouth
9 Edinburgh 19 Bournemouth
10 Lake District 20 Clacton on Sea
Listed below are the top ten UK locations where families are spending above the national average and will be splashing out the most money to keep their children entertained over the Easter holidays:
Locations Average spend on Staycations and Day trips during the Easter Holidays
Nottingham £526.93
Wolverhampton £520.64
Manchester £518.59
London £508.82
Chelmsford £504.79
Norwich £502.24
Coventry £496.93
Brighton £495.25
Bristol £494.46
Liverpool £488.35

Shakila Ahmed, Travelodge Spokeswoman said: "Keeping the children entertained over the Easter school holidays is no easy task and this year, parents are certainly investing in an Easter Staycation short break, as we have seen a double digit increase in sales.

"Our data shows a new trend, with savvy parents foregoing a traditional two night stay in one location for a single night stay in two different areas. For example, we have seen families book a one night stay in Blackpool and then a one night stay in either Liverpool for a city break, or in the Lake District to see the countryside. A multi-location short break is a great way to see more of the UK within one trip as it offers great value and makes children think they have had a longer holiday."

The study showed that a quarter (26%) of adults also revealed that their best holiday memory was from the UK and as a result they want to relive some of their childhood holiday memories with their children this Easter.

The research also found that in addition to a short Easter break, parents will be taking their children on four day trips - which is an average of one more than last year. The average day out will cost £39.18, meaning an average spend of £156.72 in total. A quarter of parents (24%) are planning to take their children to a museum. Around a fifth (18%) of families will be visiting a working farm this Easter. Just one in ten families are planning a trip to an art gallery (10%) or a theme park this Easter break (9%).

Over a third of families (36%) will be taking a day trip to visit family this Easter and one in ten grandparents (10%) have planned to take their grandchildren away on a UK break this Easter.

The research also revealed that we have become a nation of 'Couponers'. A concept very popular in the USA, a quarter (23%) of respondents admitted that searching for money off vouchers has become a part of their daily routine - and they will spend at least three hours every week looking for money saving coupons to help boost their household budget.

Notes to editors

The Easter consumer spending study was conducted with 2,500 British parents in April 2014 by OnePoll.

See below for a breakdown of the £2 billion figure:

Short Breaks:

• There are 7,700,000 British families in the UK with dependant children (source ONS) ·

• 35% of British families are taking an Easter Staycation break this year (35% of 7,700,000 = 2,695,000) ·

• 2,695,000 x the average cost of a short break (£321.53) = £866,523,350

Day Trips:

• On average British families will be taking their children on four days out at an average cost of £39.18. (Four days = £156.72)

• £156.72 x 7,700,000 = £1,206,744,000

Total spend:

• Total spend = £1,206,744,000 + £866,523,350 = £2,073,267,350

• The £478.25 figure has been calculated by adding the cost of the average short break £321.53 and the average cost of four day trips £156.72.

About Travelodge:

The first budget hotel brand to launch in the UK in 1985, Travelodge now operates over 500 hotels and 38,000 rooms across the UK, Ireland and Spain . More than 16.5 million people stayed with Travelodge last year and 85% of reservations are currently made online at, which is one of the UK's top five most visited travel websites, attracting over 1.1 million visits each week.

The company has recently benefitted from a £223 million brand investment, which includes a £57m refurbishment programme across its estate and a brand new room concept created by Travelodge customers. As well as offering more comfort, style and quality, the new room features the Travelodge Dreamer, a new luxury king size bed deemed in the industry as the 'Rolls Royce' of beds.

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