Domestic tour operators report strong sales for UK holidays

Domestic tour operators have reported strong sales of UK holidays but downplayed a link to war in the Middle East.

 

Hoseasons said March sales were 58% up year on year, with holiday parks enjoying a “particularly strong performance” through travel agents due to “sustained demand for flexible, family-friendly options”.

 

“Far from being a short-term shift, this builds on a long-standing trend. UK holidays have continued to grow in popularity as customers seek experiences that are dependable, affordable and tailored to their needs,” said Simon Altham, chief commercial officer of Hoseasons owner Awaze, adding: “Periods of geopolitical uncertainty shape travel decisions, but the fundamentals haven’t changed.”

 

Other domestic operators cited steady or increased sales and also doubted this was due to overseas travel uncertainty.

 

Grand UK Holidays sales and marketing manager Kirsty Laifa said: “If anything, sales have remained steady and in some areas continue to perform really strongly.

 

“In terms of whether the geopolitical situation is influencing domestic bookings, it’s possible there’s a subtle shift toward UK holidays, but we’d say current demand is more reflective of our established customer preferences rather than any sharp reaction to global events.”

 

Great Little Breaks said sales were up 36% year on year in March and highlighted a “significant shift in booking behaviour” to longer stays, experiential breaks and multi‑element itineraries, resulting in a 34% rise in average booking values.

 

Managing director Diana Evans said: “Our current performance is strong but my instinct would tell me this is more reflective of our strategic shift as a business rather than any direct impact from the war.” 

 

Leanne Williams, sales and marketing manager of coach breaks operator Jason Edwards Travel, said the company is trading 92% up year on year with “both domestic and European coach travel continuing to boom”.

 

“It seems as though customers are prioritising ease and convenience as they want to travel stress free,” she added.

 

Williams highlighted a “notable trend” of an increase in last-minute bookings, with many customers choosing to book within six weeks of departure.

 

“Overall, demand remains high across the board, signalling continued confidence in the coach holiday sector,” she said.

 

But Zoe Davidson, managing director of Scottish tailor-made specialist McKinlay Kidd, said the war “is and will continue” to have a positive impact on domestic travel.

 

“The quality of enquiry is good as bookers are aware of what’s going on in the world,” she noted, adding Scotland and Ireland appealed to clients as safe “in this world of uncertainty”.

 

Agents said the war had not affected domestic bookings. 

 

Westoe Travel director Graeme Brett said: “We’re still selling the same number of domestic breaks. We don’t expect the war to impact domestic sales.”

 

Travel Village Group said it had been proactively sourcing alternative options for customers, including ex-UK cruises and domestic breaks.