2021 is set be a ‘staycation summer’ in the UK, but is your brand distribution ready for this opportunity?

Posted by Field Sales Solutions on Apr 1, 2021 4:34:50 PM


We share some simple thoughts on how you could make your sales sizzle this summer! 

Summer 2021…how big will it be?

Peter Hancock Chief Executive, Pride of Britain Hotels


Staycation Summer


So Easter is here, the Roadmaps across England, Scotland, Wales & Northern Ireland are panning out and a huge summer of tourist trade promises to boost local economies and brand sales in the months ahead. Last summer, amidst the easing of restrictions, UK holiday hotspots saw a mass influx of holiday makers resulting in campsites and holiday parks selling out, hospitality sector full to booking and reports of convenience store sales being up over 40% YoY.

In 2021, with vaccination programmes now in place, overseas travel restricted and clear Roadmaps to coming out of lockdown rolling out, UK holidays once again in demand for this summer and it’s set to be even busier than last year.

Staycation Statistics

UK hotspots already in high demand!

Matt Hancock Staycation Quote

From cottages to campsites, demand is on the increase.

Recent reports state that 83% of British holidaymakers would rather take a holiday in the UK than abroad, due to the Coronavirus. Visit Cornwall have already advised bookings are up as much as 50 per cent.

Camping website Pitchup.com had 1,400 bookings for this summer - an increase of 500 per cent and Independent Cottages with listings of more than 1,800 properties, say inquiries during the current lockdown in England are 300% up on the first lockdown in March to July 2020.

Parkdean Staycation Data

Holiday Cottage Staycation Quote

UK Summer Staycation

Is this just a 20/21 ‘new normal’?

No, in fact UK staycations continue to represent a growing trend even without the impact of coronavirus restrictions and concerns.

Aside from the economic and financial advantages of holidaying in your own country, rising awareness around the environmental impacts of mass tourism has led to more and more consumers choosing to not want to partake in long haul flights as a result of the emissions and waste production this incurs. So, while staycations now represent a safer opportunity for the current times, it looks set that they will continue to be the destination of choice for many for years to come.

What do brands need to?

To get your sales sizzling this summer you should ensure your brand is available in hotspot locations across the UK ready for the summer peak.

Here’s things to consider:

  1. Get going!! – In order to ensure your brand is in stock in the hotspot locations in time for the summer boom, you need to be planning your implementation strategy now.
  2. Where? – Staycation doesn’t just mean Cornwall!! In lockdown we’ve already seen a shift from commuter convenience to community convenience, but for July and August we will see a sales uplift in Coastal and Country Convenience. Whether it be the beach, the lakes, the highlands, the Broads, the Dales or even the Wolds, we will be getting to parts of the country that sales reps don’t usually reach!
  3. Expert team – from cafes to corner shops, campsites to caravan hospitality…Every channel needs a team who can have effective sales conversations that will ensure your brand is available when demand is at its peak. Ensuring you have a specialist sales team to cover these outlets will safeguard your sales.
  4. Partner with a specialist field marketing team who can effectively implement a sales drive into key locations and channels – go to the experts, the right partner will be able to support your sales strategies, advise on the right call volume, frequency and scale for your brand along with sourcing an experienced team to hit the hotspots. Quite simply they will implement the activity for you, leaving your summer sales to soar!

Your Sales, Our Business.

At Field Sales Solutions we provide, just that… Field Sales Solutions, and are available to discuss any questions or opportunities you may have to maximise your seasonal ‘Staycation’ sales.

David Louis, Sales & Marketing Director

+44 (0)7973 220347      


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