The family market is behind the increased demand for upmarket hot tub breaks, according to domestic operator Hoseasons.
Family group bookings for lodges which include a hot tub are up by 20% year-on-year for the self-catering specialist through all distribution channels.
And through third-parties, which include travel agents, bookings for lodges with hot tubs from families are up even more – by 29%.
The operator attributes the surge in demand to the trend for holiday ‘snacking’, where families make the most of multiple and varied holiday experiences, often as convenient, short breaks.
Simon Altham, managing director – revenue, at Wyndham Vacation Rentals UK, which includes Hoseasons, said: “We’ve known for a while families want to take shorter, more frequent breaks, but these figures clearly show that doesn’t mean compromising on quality.
“Hot tubs provide a real ‘wow’ factor for customers looking to book a weekend away – especially those celebrating a special occasion like a birthday or anniversary. The bubbles add that extra element of fun while also delivering an affordable luxury experience they can’t get at home.
“Ongoing investment in accommodation and facilities means many lodges now have top of the range tubs with different power settings and mood lighting, all of which increase the indulgence as part of a really relaxing short break.”
The figures comes as the operator promotes Hoseasons Hot Tub Month, a promotional campaign to highlight the appeal of ‘bubble breaks’, particularly during winter. A new advertisement which has appeared online and been emailed to customers has been viewed 379,000 times on YouTube since it launched on November 1.
This summer Hoseasons reported a 15% increase in luxury lodge bookings, the seventh record summer in a row.