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Best in Show
Helen Collingborn, Head of Food & Hospitality division at Speed Communications looks at how hoteliers can maximise the current staycation trend.
UK staycations are having their moment in the sun – this is especially true in hotspots such as Cornwall with increased demand for ‘coast and country hotels’. It seems visitors can’t get enough of hotels in staycation destinations.
The pent-up demand from lockdown and challenges of travel abroad is giving hoteliers an opportunity to start to recoup lost venues from the last few months and could bring a £24bn boost to the economy. While the Government’s quarantine policy is discouraging international visitors, attracting a domestic audience will be more crucial than ever.
What can be done to ensure that this isn’t just a honeymoon period?
The competition within the industry is arguably the highest it has ever been and all brands need to look for opportunities to innovate. Although there are some challenging times ahead, there are many opportunities to be had for those who keep one step ahead of competitors. By identifying marginal gains you can make now to stay ahead of the game will stand you in good stead for the coming months.
 UKH Consumer Survey – Undertaken by CGA (June 2020)