Owners Report 2018/19
Looking at research from industry experts and key findings from our own booking analysis, we’ve put together some interesting facts and figures to highlight current trends in the self-catering accommodation market. These statistics help us to plan our future marketing and ensure that we as agents, and you as owners, can stay on top of what customers want and continue to increase bookings year on year.
The Great British Staycation
Brits are enjoying holidays at home more than ever as staycations continue to rise in popularity: this year 66% of holidays were taken in the UK; that’s 10% more than in 2017*. And here at Duchy Holidays we’re feeling the ‘staycation effect’ with an increase in guest weeks booked meaning we’re on track to beat last years’ figures.
This Years’ Trends
Searches for luxury properties have increased by 39% over the last two years*. Last-minute enquiries increased, especially in August. 29% chose a UK break because of the summer heatwave! South West England remains the UK’s most popular staycation destination, with Cornwall coming out on top.
The top three reasons for customers to choose their holiday destination were:
- a wide range of things to do nearby
- ease of travel to the destination
- positive recommendations / reviews from friends and family… word of mouth counts.
*Taken from the 2019 Staycation Index
What Guests Want
Guests have very high expectations of the properties they stay in and the service they receive, and they are quick to post public reviews if their experience doesn’t match up to their expectations. It’s therefore important to monitor the holiday trends and know what it is that guests want. Below are the features that Duchy Holidays’ guests are most interested in.
Top website searches:
Most popular website pages:
Most requested property features:
Other popular features include a dishwasher, high chair, cot, open fire or log burner, properties near a pub, near the shops, and with ground floor bedrooms.
The most popular holiday trends this year:
Of all bookings made in the last 12 months:
39% were families
27% adult only groups
4% solo travellers
A third of our guests brought a dog on holiday with them.
How Our Guests Find Us
We’re proud to say that each year we have many returning guests, but we also welcome new visitors, and this year our new customers have surpassed the number of returning ones. It’s therefore important to target both groups, and to now convert these first time customers to returning guests!
How people find us:
73,120 users visited our website, whilst 79% of those users were new duchyholidays.co.uk visitors. 60% of bookings were taken over the phone.
What Our Guests Say
At Duchy Holidays we pride ourselves in offering an excellent customer experience. Guests’ reviews are very important in upholding our reputation, our online presence and rankings, and they help to secure future bookings.
63% of our Google reviews are 5 stars and 36% 4 stars
Less than 1% fall in the 3 stars and under category.
What We’re Doing Next
Launching on Boxing Day and running into the new year, we have a multi-channel campaign planned to capitalise on early summer bookings.
We promote short-breaks to help fill the quieter shoulder seasons.
Social media collaborations will bring newer, increased audiences to our platforms.
Post-stay email campaigns gain us more reviews.
We are continuously improving our website user experience, content and photography.
We boost our search rankings with blogs, trending website content and destination marketing, promoting Perranporth as a quality and desirable Cornish tourist destination.
Our aim is always to improve guest experience, working with owners to provide customers with a positive and pleasurable stay so that they book again and recommend us to others!
To boost bookings at your holiday rental property, our annual analysis suggests that:
- Being pet friendly is a good idea.
- High quality photos of beautiful décor will attract visitors via our visual platforms.
- Guests are seeking a little taste of luxury and mod cons, to holiday in ease and style.
- January is the busiest time for bookings, so to maximise on early bookings we recommend completing any renovations by mid-December, to then allow time for new photos too. (Please also let us know of any 2020 owner dates you would like blocked in the calendar.)
- The research has confirmed what we all already know: the weather will have an impact on bookings!