Holiday Park Digital Performance Key as Staycations Rise

As the cost of living continues to present challenges for many Brits, an increasing number of families are choosing to holiday within the United Kingdom. The expenses associated with travelling abroad can be a deterrent for many, especially when considering factors such as extreme heat and anti-tourism protests in certain destinations. Additionally, with the repercussions of travel restrictions due to the pandemic, it appears that more Brits are opting to stay closer to home for their vacations. So, what insights can we gather from the data?

Are Brits Holidaying In the UK More?

The travel and tourism industry in the UK has been booming, with domestic hotel revenue reaching £16 billion in 2023 and projected to soar to nearly £19 billion by 2029. Additionally, UK-based package holidays have experienced a surge, jumping from £6 billion in 2022 to £8.5 billion in 2023, with forecasts indicating a further increase to over £9 billion by 2029.

In a survey conducted in 2022, it was found that 74% of respondents aged 25 to 34 had taken at least one holiday within the UK over the past 12 months. Additionally, 42% of individuals in the same age group had enjoyed two or more domestic holidays during the same period. (Source: Statista)

In 2023, a staggering 43 million overnight stay holidays were enjoyed in the UK. The number of domestic trips has seen fluctuations since 2018, but it currently stands at its highest level since 2012. Interestingly, data reveals that a significant portion of travel product bookings in the UK is allocated to hotel expenses (49%) and travel costs (33%).

The data indicates that an increasing number of Brits are choosing to enjoy weekends, weeks, or even extended getaways within the UK. The thriving travel and tourism industry in the UK presents significant opportunities for improving sales numbers in the future.

How Can UK Holiday Parks Capitalise On Increased Interest?

According to Statista data, the annual revenue for UK holiday parks saw an increase between 2019 and 2020, with Haven Leisure, Centre Parcs, Butlin Skyline, and Parkdean Resorts all experiencing growth. This data, gathered during the pandemic, highlights the ongoing trend of increased interest in domestic holidays over trips abroad.

In the wake of the post-pandemic surge, an increasing number of UK consumers are turning to the internet to find their ideal domestic holiday. This emphasises the importance for holiday parks to prioritise their online visibility and accessibility.

Creating an online community can be beneficial, allowing holiday parks to stay connected with their target audience and keep their favorite destinations top of mind. By implementing a robust organic social media strategy, holiday parks can foster relationships and grow a loyal community of followers.

Alternatively, UK holiday brands need to be discoverable on SERPs, targeting consumers in the consideration phase of their buying journey. Focusing on areas such as mobile site speed, domain authority, and optimising for relevant organic keywords can increase the chances of being discovered through SERPs, among other elements.

UK Holiday Park Digital Performance

Looking at the mobile site speed performance of UK holiday parks, comparing our 2022 digital report with our recent 2024 digital report, it is evident that several brands have made significant improvements in their site speed. In 2024, two brands now boast an ideal page load speed of around or below three seconds. However, it is worth noting that Pontins, the leader in 2022, has seen a significant drop in page speed over the past two years. A slower page load speed or site speed can impact the chances of conversion.

Domain Authority is a crucial ranking factor for brands, with the goal of achieving a score of at least 50 - but the closer to 100, the better. A website with a high Domain Authority significantly increases the chances of appearing at the top of SERPs, ultimately enhancing the visibility of the brand and its products to users. Across both reports, UK holiday park brands have seen a slight improvement, with the lowest DA among the top 10 players improving by three to 33.

Haven stands out among competitors with organic keywords ranking in positions 1 to 3. The holiday experience provider has seen an increase in this type of keyword from 9,657 to 11,378, while nearby rivals have experienced a decline. Haven's significant investment in SEO and content over the past two years has undoubtedly contributed to its organic performance improvements.

Explore The UK Holiday Parks Digital Report

To delve deeper into the performance of UK holiday parks in the latest 2024 report, highlighting industry leaders in digital strategies and areas where improvements can be made, explore our most recent report for detailed insights.

If you're a UK holiday park looking for further support or guidance on improving ranking factors for search engines, get in touch with us to learn more about our services and products.