Statistics abound regarding the popularity of the staycation and the numbers are huge. According to VisitEngland in 2011 over 100 million overnight trips were taken by British Families and 1.3 billion day trips. Spending across these two areas alone is estimated to be in excess of £60 billion. For the same year, Wales boasts over 10 million overnight visitors generating £2+ billion revenue and Scotland claims 134 million overnight trips with an estimated expenditure of £6.2 billion. And finally on the figure front – a range between £34 and £46 was spent by stacationers per tourism day.
Whether the pendulum of spending trends has increased or decreased since 2011 – the figures above are so huge that any small percentage change will have little affect on the blossoming staycation. But what it does all mean is that these are incredible numbers for this very small island serving to demonstrate yet again what a magnificent country we have. Steeped in history, culture and natural beauty, Lifestyle Media Group is very proud of the small part they play in promoting the Great British staycation.
Since 2004 LMG have provided digital performance marketing services for Visit England, VisitScotland, VisitWales and VisitIreland as well as some definitive markeitng for VisitBritain in its day. Of course, these regional clients are hugely important to us and the range of digital services we have provided are expansive and noteworthy as our testimonial displays. What LMG have demonstrated time and again is that we can pin point sectors of our membership whose demographics perfectly match the various and numerous promotions for each of the “big four regions” and raise awareness to huge effect.
At some point over the past decade, LMG have provided highly targeted campaigns for every region of the UK. In the past, at the heart of each campaign, was a request for a visitor guide which was sent in the post to the interested holidaymaker. This still forms part of our remit today and during 2012 we completed brochure request campaigns for more than 60 regional councils and DMO's across the country. Our end to end service which incorporates posting out the relevant brochures to the requestor (see our fulfilment information) provides an invaluable and highly cost effective service to our TIC and DMO clients whose budget cuts demand the absolute best use of their marketing resources.
Meeting the increasing demand for digital activity, LMG have continued to develop a range of digital solutions to capture the imagination of the prospective staycationer. Far reaching campaigns, involving our white label partners generate tens of thousands of sign ups for our clients eNewsletters every month helping them keep in touch with British families – their staycation audience.
For instant gratification for the interested holidaymaker the LMG iBrochures and Flash Brochures are available to download not only from our own websites and those of our partners, but have also been made available to all our DMOs for use on their own websites. Increasingly popular and cost-effective, this instant communication and provision of information plays a big part in our consumer members decision making process when choosing a short break, day trip or even a fully-blown family holiday at home in the UK.
At LMG our remit is to provide relevant marketing on behalf of our clients to our membership in whatever format they want to receive it. Our emBrochures are second to none for mobile user-friendliness. Add to this the stunning content of our clients brochures – Britain is a breathtakingly beautiful country literally from shore to shore – we have a winning formula set to continue to grow in popularity for many years to come.
With the perfect audience, the perfect clients and the perfect technology – LMG is already planning its next innovation – a fully-fledged booking system. Watch this space!