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UK Travellers Turning to Holiday Rentals for Best Value Holiday

Experience Post EU Referendum


Holiday rentals also providing families and groups with longer stays, according to HomeAway data



LONDON, May 10, 2017 – Good news for UK travellers: they can continue travelling the world without it costing the earth, according to new data released today by HomeAway®, the world leader in holiday rentals. Despite recent media articles that UK travellers will face increasing accommodation prices when travelling abroad, HomeAway’s findings reveal a different picture in the holiday rental space. Holiday rentals are providing families and groups with the best value, whilst enabling longer stays in the process.


HomeAway’s British travellers paid nearly 15% less for their holiday rentals abroad in Q4 2016 compared to the same period in 2015 and stayed 10% longer. With an average rate of £27 per person per night, the holiday rental expert’s UK travellers kept their accommodation costs down and booked good value holiday rentals for their trips.


Elena Novokreshchenova, Regional Director UK & Ireland and Emerging Markets at HomeAway says: “Our data suggests HomeAway travellers are responding to the fluctuating value of sterling since the EU referendum, by becoming smarter about where and how they spend their holiday time with their loved ones. The positive impact of affordable holiday rentals has enabled Brits to scrap expensive hotel stays and rent the whole home with friends and family to keep costs down.” She continues: “The findings prove that travellers aren’t willing to cut down on their holidays but rather they are adapting their travel behaviour post-Brexit when holidaying at home or abroad.”


Overall the outbound demand for holiday rentals abroad on the UK HomeAway site increased in Q4 2016 vs. 2015 with the top outbound holiday destinations in 2016:


  1. Malaga, Spain
  2. Barcelona, Spain
  3. Mallorca, Spain


Furthermore, domestic demand by HomeAway UK customers saw a significant increase in Q4 2016 compared to the same time the previous year. Further to this, British ‘staycationers’ opted to stay for a shorter holiday on home soil and spend less money in the process, with average length of stay decreasing by over 5% and average spend in pounds per person per night down slightly. This equates to £28 per person per night on average as opposed to £29 the same time the previous year.


The top staycation holiday destinations for Brits in 2016 were:


  1. Cornwall
  2. London
  3. Yorkshire


The UK has also remained a popular destination for overseas visitors. The overall demand from Europe to the UK also increased in Q4 2016 compared to the same time the year before, showing Brexit has likely done little damage to the appeal of the UK amongst Europeans as a destination in itself. Although travellers from Europe did not change their behaviour in terms of length of stay, HomeAway saw a slight increase in prices paid for their UK holiday rental, to an average rate per person per night of £35. Despite this, the overall length of stay in the UK was relatively long at six nights on average.


Overall the demand from HomeAway US travellers to the UK increased in Q4 2016 versus the same period a year ago and this traveller group showed the most significant shift year-on-year. HomeAway US customers were willing to pay over 20% more than the year before, spending an average of £26 per person per night for their UK holiday rental. This may well be due to the strength of the dollar against the pound following the EU referendum, as the UK now provides better value as a destination. They also increased their length of stay by nearly 25% year-on-year.


The top holiday locations for overseas visitors to the UK in 2016 were:


  1. London
  2. Ayrshire & Arran
  3. Edinburgh


The findings paint a positive picture for the UK travel industry post-Brexit. Not only are Brits continuing to prioritise their holidays whether at home or abroad, but they’re adapting around the socio-political climate to make this valued experience work for them financially. Furthermore, the UK remains an attractive destination for tourists from the EU and the US to spend their time and money. Visitors from the US, in particular, benefitted from the weaker pound and the strength of the dollar to save money on their UK holidays.



About HomeAway

HomeAway, based in Austin, Texas, is the world leader in holiday rentals with sites representing more than two million unique places to stay in 190 countries, and is a part of the Expedia family of brands. For more information about HomeAway, please visit http://www.homeaway.co.uk


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