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Staycations are no longer a Plan B say Marsden Cottages

3rd September 2021

Categories: Visitor News

A new behavioural study reveals the science behind the 'holiday feeling' and how to get it has shown that staycations are no longer a Plan B.

According to Marsden Cottages, the study shows:

Over two thirds (67%) of people in the South West previously believed the ‘holiday feeling’ could only be achieved from visiting abroad locations
However, new experiment reveals that people are more likely to feel like they are on a ‘true holiday’ in the UK (77%) vs. abroad (73%)
When asked which unnamed image gave the most ‘holiday feeling’ over two thirds (67%) selected a UK destination, with 44% admitting they were surprised to find out it wasn’t abroad
Findings suggest that potential biases for overseas holidays, could be due to 60% believing people could be more envious if they were to holiday abroad
People in the South West claimed that the sound of the sea, trying new food and sunbathing on the beach were vital to the ‘holiday feeling’
Original Cottages reveal the top Devon ‘holiday feeling’ destinations and activities worth boasting about

While almost three quarters (72%) may have believed that the ‘holiday feeling’ could only be achieved abroad, a new behavioural science experiment by Original Cottages, the national holiday cottage company with the local touch, reveals that UK holiday destinations were the most desirable option (77%), following a blind selection process.

With over three quarters (77%) having taken or planning to take a holiday in the UK this year, the research highlights the benefits of a holiday in the UK. Being able to drive (55%), avoiding the stress of airports (49%), easier accessibility (48%) and no long-haul flights (45%) are just some of the positives of a staycation. What’s more 78% of those considered a staycation as a top choice for a family holiday.

Participants were provided with a selection of un-named UK and foreign destination images and asked to select those that provided the strongest ‘holiday feeling’. Despite the expected bias towards holidays abroad, over two thirds of people from the South West (67%) selected a UK destination, with 44% admitting they were surprised to find out it wasn’t overseas.

Creative Neuroscientist Katherine Templar Lewis shared further thoughts on the science behind what the holiday feeling is: “From the study, we can see that one of the most stressful and counterproductive parts of a holiday is the travel itself. Staying closer to home cuts down on that stress and allows you to fully embrace that holiday feeling and reap the positive benefits of a holiday. Science reveals that the benefits of a holiday, regardless of where can last up to a month. A change of scenery can restore our overworked minds, increase motivation and creativity and even have health and wellbeing benefits. Catching up on sleep, outdoor activity or simply escaping everyday worries has a powerful restorative effect on the brain and body.”

Katherine added: “After a holiday we can often see a reduction of cortisol the chemical associated with stress and an elevation of serotonin the happiness hormone. This state can only be achieved if you can capture that holiday feeling.”

With new findings suggesting that it is the destination and not the location that matters for getting that sought after ‘holiday feeling’, further polling research by Original Cottages reveals what people from the South West believe are the key ingredients to creating the best holiday vibes.

Sunshine (59%)
Sound of the sea (52%)
Trying new food (43%)
Sunbathing and relaxing on the beach (43%)
Packing the suitcase with sun lotion, flip flops and swim wear (40%)

Whilst UK weather can be unpredictable and was found to be the number one deterrent for people choosing a UK holiday over a holiday abroad (50%), actually in July this year the UK recorded temperatures of 33C, hotter than European destinations such as Marbella and Mykonos.*

Those polled were also asked where in the UK created the most ‘holiday feeling.’ Cornwall (61%) and Devon (41%) topped the list, followed by the Wales (19%) and Dorset (13%).

To help Brits discover the best of what the UK has to offer, Original Cottages’ team of local experts have collated the top 10 ‘holiday feel’ places and activities in Devon:

Barricane Beach Café, Woolacombe: Enjoy Sri Lankan street food on the beach.
Squires, Braunton: Sample award-winning fish and chips.
Saunton Sands: The beach boasts its very own dog surf school.
Croyde Beach: A famous surfers paradise with the swell from the Atlantic rolling in.
South West Coast Path - Paignton to Berry Head Coastal Path: Take in breathtaking views of the Devon coastline and discover Shoalstone pool.
South West Coast Path - Coombe Marin to Woolacombe: A truly spectacular wild and beautiful section of the South West Coast Path, which includes some easy cliff paths across windswept farmland
Valley of the Rocks: Picturesque seascape views with incredible sunrises and sunsets from the cliff top
Woolacombe Beach: A beach favorite for families and surfers alike.
Stargazing in Dartmoor: Soak up the beauty of the sky by night with an evening under the stars.
The Donkey Sanctuary, Sidmouth: The perfect day out for families and animal lovers alike.

Gemma Davenport, Devon Brand Manager at Original Cottages said, “We've always had a loyal customer base who find that ‘holiday feeling’ in the UK, and over the last 18 months, we've seen a broader group of people discover it too. Not only that, but they’ve told us that they’ve enjoyed it so much, they’re already planning their next UK break.’

The results of our research highlight how perceptions of the UK as a holiday destination have changed and with our truly local experts on the ground, we are uniquely positioned to provide tips for an incredible staycation – packed with ‘holiday feels’. Great news for those surveyed who would like to holiday in the UK but feel unaware of what it has to offer (32%).”

When it comes to the distance you need to travel to get into the holiday spirit, a third (32%) stated they needed to travel between 101 and 500 miles from their home to find that holiday feeling. This means someone living in Ilfracombe would only need to travel to Falmouth to find that highly prized vacation escapism.

The findings coincide with Original Cottages relaunch which heralds the beginning of bringing its family of brands under one visual identity. To discover your next great British staycation visit: www.originalcottages.co.uk.