Last Updated on April 23, 2015 by Mark Lavington
As specialists in holiday home insurance we’re dedicated to making sure we have our fingers on the pulse of the industry; what’s affecting holiday homeowners, the key trends, and how we can help support you through these.
We take a look at some of the developments and Key Trends for Holiday Homeowners in the past year…
Confidence is high – good news for holiday homeowners
With 86% of holiday homeowners confident about their current performance we enter the busiest period of the year sporting a level of optimism and buoyancy.
A milder winter without the early-year storms which blighted the West Country and other parts of the UK in 2014, combined with rising visitor numbers and stronger off-peak performance have all contributed to this level of confidence.
Visitor levels are on the rise
Last year was a successful one for many holiday homeowners as more and more of us turn to self-catering holiday cottages in the pursuit of the perfect home away from home.
62% of cottage owners indicated visitor numbers had increased from the levels they enjoyed a year before.
Off-peak and shoulder months continue to be an attractive market
Tourism is no longer just about the summer; there has been a 5% increase in visitor numbers during the post-summer months, with the biggest year on year occupancy rise being seen during the months of September and November.
Attracting year round trade continues to be a growing and potentially lucrative market for holiday homeowners.
People are spending more
Holiday homes continue to play a key role in generating revenue not only for the owner but also for the local community and economy.
Overseas visitors spent a record £21.58billion during 2014, up 2% from the previous year. Much of this expenditure will have been on local food and drink, attractions and other service providers.
The year of the staycation?
The renaissance of the ‘staycation’ has been highly publicised in recent times and this now appears to be supported by booking numbers.
38% of accommodation providers indicate there has been an increase in those staying with them from within the UK.
Get them coming back
45% of accommodation providers have seen an increase in the amount of repeat visits they are gaining.
Effective marketing and use of tools such as email and social media are vital in creating longer-term relationships with visitors, and ensuring they are incentivised to return to the same location.
Visitors are checking your site out on their mobile
With ever-increasing numbers of people now looking to find their perfect holiday destination on their smart phone, the importance of having a mobile version of your website increases with each and every day.
Mobile visits now account for 31% of all website traffic and it is estimated that around 27million people in the UK access the internet through their mobile every day.
Google wants your site to have a mobile version
Google has announced it will start penalising websites that are not mobile-friendly from April 21 2015. If you consider that your site could rank much lower than a competitors for 30% of your traffic this move could have a large impact on booking enquiries.
*Tourism Statistics courtesy of Visit England.
If you have any comments to add to our post on Key Trends for Holiday Homeowners please leave a comment below.
Boshers offer specialist holiday home insurance to holiday letting owners across the UK. For more information on how a specialist insurer can help provide you peace of mind as a holiday homeowner, please give us a call on 01237 429444.