ArkLeisure Staycation Update

The Staycation trend through the eyes of ArkLeisure segmentation- the consumer opinion

ArkLeisure Update: Staycation Trends Uncovered

In 2010 Arkenford are updating ArkLeisure, compiling recent research into the trends and hot topics in tourism and applying it to the ArkLeisure segments. Following a year of monthly research into bookings, confidence and intentions of UK travel consumers, Arkenford have uncovered how each ArkLeisure segment has experienced the Staycation trend.

Created for VisitBritain and England in 2003, the ArkLeisure segmentation has now been adopted by most of the UK's tourism authorities. Offering insight into the values behind leisure and tourism purchasing decisions, segment titles like Cosmopolitans, High Streets, and Discoverers have become part of the everyday language of tourism marketing.

Our research into Staycation behaviour has revealed that the traditional markets for both overseas and UK holidays have remained unchanged, partly due to economic and marketing influences, whilst independent sectors were fluctuating in their behaviour, motivated by a number of factors.

Arkenford have published a brief Headline Report on UK tourist's staycation behaviour in 2009/10 which is available on request and covers:

1) Factors at play in Staycations

2) Will the same people Staycation in 2010 as did in 2009?

3) Are Staycations purely short breaks?

4) Who is most likely to take a foreign holiday in 2010?

The results of the report will be published as part of the ArkLeisure Update later in 2010 when we will be adding another layer of insight to the ArkLeisure segments to include: Social Media Use, Travel Review Site Use, Travel for Public and Private Events, Market Confidence, Sustainability Attitudes, and more.

If you already use ArkLeisure and would like to be kept up to date with the new layers of insight, email us using the details in the box above.