New research undertaken by YouGov on behalf of VisitGuernsey confirms the current consumer trend towards traditional activities and pastimes is being matched by a desire for holidays and short-breaks with a traditional appeal.
As evidenced by TV shows such as Kirstie Allsop’s Homemade Home, the BBC’s grow-your-own campaign Dig In, and the retro fabrics of Cath Kidston, ‘traditional’ is very much in vogue - and the new survey of 2,078 adults across the UK reveals the same sentiments at work in consumer travel choices.
Seventy-five per cent of those surveyed said that a “relaxed, traditional atmosphere” appealed to them as part of their holiday, while “being able to potter and explore at your own pace” appealed to a massive 81 per cent.
Traditional leisure pursuits such as cycling and countryside walking were popular too; with 75 per cent of respondents saying they are “likely” to include such activities in their holiday or short break.
“The survey results show a significant demand for what we have termed ‘breaks with tradition’,” said Guernsey’s director of marketing & tourism, Chris Elliott.
“A traditional break offers a quality experience, and a very personal one - it’s about holidaymakers connecting with their loved ones through shared enjoyment and fun activities in beautiful surroundings.
“Guernsey does this well, and it’s a big part of the reason behind our growing visitor numbers.”
Mr Elliott said that confirmed accommodation bookings for the island for 2010 are currently five per cent higher than at the same stage last year, with bookings through tour operators up by around 20 per cent and the average length of stay through operator bookings increasing to 6.3 days.
He added that 2009 was itself a very strong year for Guernsey, with an average two per cent occupancy increase despite the global recession.
“Clearly, the ‘traditional’ trend is at work as strongly in travel as it is in other aspects of day-to-day lives - and Guernsey’s 27 beautiful beaches, 28 miles of stunning cliff top walks and relaxed, authentic atmosphere make it the perfect choice for a ‘break with tradition’,” concluded Mr Elliott.
Head over to VisitGuernsey for more information.