Hoseasons reports that bookings from millennials have risen by 37% in the last three years as young holidaymakers make up for missing out on staycations.
Managing director Simon Altham said British adults aged 18 to 35 were increasingly keen to explore what the UK has to offer because they went on overseas rather than domestic holidays as children following the growth of low-cost airlines in the 1990s.
He said: “We have a whole generation of young adults whose parents made the most of cheap foreign holidays when they were younger, meaning many missed out on traditional UK breaks to the likes of Cornwall, Devon and the Lake District. Now they’re older, they’re curious to discover what’s on their doorstep and experience everything a staycation has to offer.”
The tour operator said digital marketing techniques, including video on demand and social media, were helping it to reach the millennial generation of young, mobile-savvy clients.
More than two-thirds of Hoseasons’ millennial customers search for breaks on mobile devices. According to the tour operator, young adults are 16% more likely to go to its website via social media channels than non-millennials.
Altham said: “There’s no doubt the digital transformation of our business has made it easier to connect with younger customers. We invest a huge amount of time and money in producing and distributing engaging content that inspires them to see the wide ranging potential of a Great British getaway.”
Hoseasons’ data also show searches for activities and experiences are increasing, which it links to the demise of well-known clubbing brand Club 18-30.
He added: “We know from a recent report by the Office of National Statistics that more than a quarter of today’s 16- to 24-year-olds don’t drink, so it’s no surprise we are seeing a decline in appeal for boozy clubbing holidays.
“Keeping an eye on the next generation is crucial to our future success – that’s why showcasing the most ‘Instagrammable’ accommodation, activities and experiences across the UK is such a key part of our current strategy and why digital is at the heart of everything we do.”
The news follows the recent launch of VisitEngland’s #MyMicrogap campaign, designed to inspire more young people to take mini gap-year style breaks in the UK.