We are all adjusting to our new realities, social meet ups might be out, digital hang outs are in and as the Easter holidays begin, we’ve come together for what feels like the world’s largest experiment of a #StayHomeCation.
There is no doubt about it Brits love to travel, and like a coiled spring, to cure that wanderlust UK consumers are beginning to plan for ‘the day after’ bounce back. According to BVA BDRC’s 2ndweek of tracking consumers, many now have a clear idea of when they will book that holiday, flights, hotel rooms, and days out. And as less people are referring to 6 month plus or unknown, many are looking to book in the next 1 to 3 months. This is mirrored in the fact that searches for UK staycations are up by 190% in the short term and by Brits looking at Spain 2021 are up by over 1000%. The travel party will still happen – just a bit later than usual – possibly Summer, almost certainly October Half Term and definitely by Easter 2021.
So what can brands do to be on that important holiday shopping list? Whilst admittedly this isn’t a quick action of dusting off Plan B, due to inclement weather raining down like a damp squid on our season opening parades (in fact the weather typically this Easter is looking like it will be one of the hottest on record) there are key messages that you must start to communicate to make sure your brand is part of the consumers plans…