June 14, 2012 05:00 ET

The Staycation is Going to Be Biggest Since the Recession Began With the UK Tourism Industry Set to Benefit by a Record GBP 8.7 billion

LONDON, UNITED KINGDOM--(Marketwire - June 14, 2012) - In spite of 2012 being a tough year for many Britons, the one thing they are refusing to give up; is their summer holiday according to Travelodge's annual holiday index out today.

The budget hotel chain surveyed 5,000 British adults to investigate their summer holiday intentions and discovered that 41% of Britons are holidaying at home this year (up 6% on last year) with the average week's holiday costing £433.47 (Up £10.78 on last year). This investment is set to benefit the UK tourism industry by £8.7bn (Up £1.5bn on last year).

The travel report also revealed that 48% of Britons will be taking four domestic breaks this year. (Up on the average of three breaks taken last year). The top three summer Staycation destinations for 2012 are: Cornwall, Edinburgh (Jumping to second position from fifth position from last year) and the Lake District.

Listed below are the top ten Staycation destinations for 2012 and 2011:
2012 Destinations 2011 Destinations
1 Cornwall 1 Cornwall
2 Edinburgh 2 Lake District
3 Lake District 3 Devon
4 London 4 London
5 Scottish Highlands 5 Edinburgh
6 Devon 6 Scottish Highlands
7 North Wales 7 Wales
8 Glasgow 8 Blackpool
9 Yorkshire Dales 9 Great Yarmouth
10 Blackpool 10 Scarborough

The annual holiday index also revealed that a third of adults are reliving their childhood and taking a traditional British seaside holiday this summer. Whilst 30% of Britons are taking a UK city break and a quarter of Britons are planning to explore the British countryside. Just one in ten Britons are taking a thrill seeking theme park holiday.

Nearly half of British adults (49%) have waited until now to book their summer break due to financial budget constraints. Sixty five per cent of Britons have had to make major sacrifices to their household budget; in order to afford a holiday this year. Some of the financial cutbacks have included:

  • Not going out for a meal or drinks with family and friends
  • Buying cheaper groceries and cuts of meal
  • Not buying new clothes
  • Not buying a present on a special occasion for their partner

Around a fifth of Britons have relied on selling goods on eBay to cover the cost of their holiday this year.

Grant Hearn, Travelodge, Chief Executive said: "It's fantastic news that the Staycation is going to be bigger than ever this year despite British household budgets being attacked by a second recession. Our research highlights even in difficult financial times, Britons will make the necessary sacrifices in order to have a summer break. I guess everyone needs something to look forward to during these difficult times."

"2012 is such a momentous year for British tourism and it's a great bonus that the economy will be further boosted by £8.7 billion due to more Britons holidaying at home this summer".

Further findings from the report revealed that over a third of British families (36%) are breaking up their traditional one week Staycation holiday into three shorter breaks, at different locations this year; so that their children will think they have gone on lots of holidays.

A third of Britons are using their Staycation break to catch up with family and friends. One in ten Britons reported that taking a UK weekend break with friends was cheaper than a night out at home, whilst a quarter of couples surveyed stated they are taking more UK short breaks, so that they can spend quality time together.

Findings also revealed that 72% of Britons will travel to their Staycation break by car. Just 12% will go by train, whilst four per cent will choose to travel by coach and six per cent will opt for air travel.

About Travelodge:

The first budget hotel brand to launch in the UK in 1985, Travelodge now operates over 500 hotels and over 35,400 rooms across the UK, Ireland (11) and Spain (4). Travelodge plans to grow its estate to 1,100 hotels and 100,000 rooms by 2025. Over 13 million people stayed with Travelodge last year and 90% of reservations are currently made online at, where room rates start at £19 per night. The chain employs over 6,000 staff.

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