How has COVID-19 affected the future of UK holidays according to Google?

Oct 1st, 2020

With COVID-19 having detrimental effects on a range of industries, it has now impacted the way consumers shop and go about their daily lives. The travel industry has been hit massively by the pandemic, with airlines having to ground the majority of their fleets due to travel restrictions and travellers’ increasing caution about the prospect of travelling abroad. How will this impact the nation’s holiday plans post-pandemic?

Popular holiday destinations such as Spain, France and Greece are all currently on the UK quarantine list, which means many people are opting for a ‘staycation’ instead. It’s predicted that the UK travel market is set to skyrocket over the coming years due to the pandemic. As a result, here at Click, we wanted to explore this in more detail.

Using Google Trends and Keyword Planner, we identified the most searched for domestic holiday destinations in the UK with the aim of understanding where the population are looking to visit for their next staycation, as well as the most preferred holiday types.

Where is the most sought after region in the UK?

There’s no denying that the UK is home to an abundance of picturesque locations which make for the perfect holiday setting. According to our research, it’s the idyllic county of Cornwall in the South West which is the most sought after location at this current time.

It’s probably no surprise to a lot of people that Cornwall, and the South West of England in general, are the most sought after regions in the UK. However, we wanted to take this a step further and identify exact locations where travellers want to visit.

After looking in detail, the seaside resort of Woolacombe Bay is one of the most favoured locations to visit in the whole of the UK. Situated on the coast of Devon, the bay offers breathtaking views of the surrounding landscapes, and allows you to fully immerse yourself in one of the country’s most desired locations.

The South of England

Although the South West is arguably the most favoured location in the UK, it’s not the only destination in the South of England people want to visit. For holidaymakers looking for alternative destinations, Bournemouth in the South East is a popular choice, as well as Norfolk in the East. With blissful beach locations, historic towns and beautiful countryside; it’s no surprise the South of England is becoming increasingly popular for staycations.

The North of England

Home to some of the best cities and rural locations (not only in the UK but Europe as well), the North of England is a firm favourite for Brits wanting to holiday closer to home. According to our research, Cumbria, located in the North West, is the most searched for location to visit and it’s not difficult to see why. Home to the awe-inspiring Lake District National Park, a get-away to Cumbria promises holidaymakers: unforgettable landscapes, quaint villages and an abundance of English heritage.

One thing the North of England can be proud of and in particular the county of Yorkshire, is that the most popular hotel in the UK is currently awarded to The Bay Filey according to Google searches. Equipped with spacious family rooms, a swimming pool and bar, the hotel seems to be a hit with travellers wanting to enjoy Yorkshire and the surrounding areas.

Wales

From bustling cities to rolling countryside, Wales is a favoured holiday destination for people from all across the UK and further afield. It’s no surprise, therefore, that our analysis shows Wales is currently the second most popular choice of holiday destination for UK holidaymakers. There is an array of reasons why Wales is such a desirable location, but two of the main factors are locations such as Anglesey and Snowdonia; perfect for anyone wanting anything between a casual stroll and an adrenaline filled hike.

Scotland & Northern Ireland

Scotland is home to some of the UK’s most beautiful natural landscapes. From the Scottish Highlands to peaceful coastal landscapes, Scotland has it all. Lodge holidays have been on the rise over recent years and this is confirmed by some of our research. According to Google Trends, 5,000 searches for lodge holidays in Scotland are made each month. This figure alone could suggest that lodge holidays could be the preferred choice for years to come.

Although Northern Ireland may not be as accessible compared to some of the other locations in the UK, this doesn’t stop Brits wanting to holiday there. The most popular destination to visit in Northern Ireland is its culture packed capital, Belfast. One surprising thing about our analysis was that it appears people travelling to Northern Ireland like to research spa breaks for their holidays in the country.

What is the desired accommodation type for UK holidaymakers?

We’ve already discovered that lodge holidays are becoming increasingly popular, but it’s not the most desired holiday accommodation. Our analysis shows that, in fact, it’s cottages which are coming out on top as the preferred accommodation choice. It doesn’t stop there, however, we also found that – when searching for UK holiday accommodation – a hot tub is leading the way as the most desirable facility to have included within the accommodation.

Our research goes to show just how much more popular UK holidays currently are due to the pandemic, and as the pandemic continues, they’re only going to grow in popularity. With this in mind, if your business can benefit from the rise in UK holiday searches, it’s crucial you invest in improving your brands online presence.

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