24 | Hospitality Today | Spring 2017 The Hospitality Market The British tourism industry is set to benefit from a 30% rise in staycations and a dramatic climb in interest (63%) in a UK holidays from tourists worldwide according to new research by Barclays. Findings from the Barclays Destination UK: driving growth in the UK hospitality and leisure sector report include: 63% of international tourists are more interested in UK holidays compared to last year Mike Saul Factors driving this interest include “The Crown Effect” – TV shows featuring the UK (22%), as well as advertising campaigns (29%) and the weaker pound (31%) A rise in staycations - nearly a third (30%) of Brits are expecting to spend more of their holiday in the UK this year and 39% believe domestic holidays represent better value for money in 2017 Brexit has had an influence. Nearly a third (31%) of international tourists said they are more likely to visit the UK than before the Referendum result, while only 10% said they are less interested Hoteliers should be aware of generational differences, particularly when considering introducing new technologies and experiential offerings. Younger holidaymakers are driving tech-led leisure from smartphone hotel check-ins to Apps for ordering bar drinks. Among the 63% of international holidaymakers who said they are more interested in holidaying in the UK than this time last year, perhaps unsurprisingly, 31% cited the weaker pound. However, high-profile advertising campaigns (29%) like VisitBritain’s “GREAT” campaign are having their effect on overseas audiences. Staycationers attracted by convenience and variety The staycation’s popularity also continues to rise, with nearly a third (30%) of UK holidaymakers expecting to spend more of their holiday time in the UK this year. The convenience of holidaying at home is the primary draw. Half of UK respondents choosing a UK break described the familiarity of food, language and travel options as making the UK ‘hassle free’ with 31% now more aware of UK holiday options. Nearly four in ten respondents (38%) of those citing cost as a factor behind a UK break said the weaker pound made holidays in the UK preferable to those abroad, and 39% said a domestic holiday represents better value for money in 2017.