Were all going on a summer holiday! Top staycation trends in 2021
If the pandemic taught us anything, it was to appreciate what we have. For many of us, it gave us the opportunity to look at the UK with a fresh pair of eyes and realise just how much there is to explore on our isles. From sunbathing on pristine sands in the south to escaping to the wilderness of the Scottish Highlands and everything in between, there is a wealth of experiences to discover on our shores.
In light of this new appreciation and surge in staycations this year, we decided to look at our internal data to find out exactly what type of summer holiday Brits have been booking.
The South West reigns supreme
One in five of our holidays will be located in the south west of England this year - the region has proven to be more popular than ever, as Brits head to Devon and Cornwall to enjoy the summer sunshine and award-winning beaches.
The data also shows that holidaymakers aren’t being overly cautious when visiting neighbouring countries, with Wales experiencing the most significant increase in bookings YoY (+86%) out of all the UK’s regions.
This year has also shown that holidaymakers are developing new appetites to explore more of the UK, with massive surges in interest in counties such as Wiltshire, Shropshire and Staffordshire.
The 10 most popular locations overall in 2021
| Popularity | Location | % share of bookings |
| 1 | Devon | 10% |
| 2 | Cornwall | 8.75% |
| 3 | Cumbria | 7.85% |
| 4 | North Yorkshire | 7.15% |
| 5 | Dyfed, South West Wales | 6.52% |
| 6 | Powys, Mid Wales | 5.56% |
| 7 | Norfolk | 5.2% |
| 8 | Gwynedd, North West Wales | 4.9% |
| 9 | Dorset | 4.1% |
| 10 | Derbyshire | 2.31% |
The 10 destinations with the biggest year-on-year surge in popularity
| Number | Location | % increase in bookings YOY |
| 1 | Wiltshire | 343% |
| 2 | Shropshire | 211% |
| 3 | Clywyd, North East Wales | 189% |
| 4 | Staffordshire | 181% |
| 5 | Cornwall | 180% |
| 6 | Herefordshire | 177% |
| 7 | Dyfed, South West Wales | 160% |
| 8 | Cumbria | 140% |
| 9 | Devon | 138% |
| 10 | Suffolk | 132% |
The most popular features of 2021 so far
Beaches, hot tubs and pubs were among three of the most essential features holidaymakers desire for their 2021 summer holidays. While the pandemic pet boom has also been reflected by the fact that the second most popular feature for UK breaks has been pet-friendly properties.
| Popularity | Feature |
| 1 | Beach nearby |
| 2 | Pet friendly |
| 3 | Hot tub |
| 4 | Enclosed garden |
| 5 | Pub nearby |
| 6 | Games room |
| 7 | Wifi |
| 8 | Swimming pool |
| 9 | Luxury |
| 10 | Secluded |
The most popular party size for holidays
| Party size | % share of bookings |
| Couples | 49% |
| Groups or families of four | 18% |
| Two nights | 8% |
The most popular holiday duration
| Duration of holiday | % share of bookings |
| Three nights | 29% |
| Seven nights | 24% |
| Two nights | 22% |
Matthew Fox, CEO and co-founder of Last Minute Cottages, said,
“Appetites for staycations are bigger than ever, with the South West proving the most popular region, with one in every five bookings this summer. Wales has also experienced a huge surge in popularity compared to last year, despite the local government being stricter with COVID-19 restrictions.
“It’s interesting to see that people are craving our less than tropical beaches, with 40% of all holidaymakers desiring a nearby beach when making a booking, while one in three people are looking for hot tubs on their holidays - I can’t say I blame them!”