Although the referendum divided the nation, new research from VisitEngland has found the hotel sector united in its high hopes for a record-breaking, post-Brexit summer season.
The VisitEngland survey questioned 500 hotel and accommodation providers' thoughts on the business climate in the aftermath of Britain's decision to leave the European Union. The results were predominantly positive, with more than half of respondents stated they were expecting a rise in visitors. In particular, there was expected to be increase in domestic tourists looking to enjoy a staycation in the hopes their money will stretch further.
Just under two-thirds of those surveyed reported feeling 'very confident' regarding the upcoming summer months, and nearly half stated they had a 'good level' of advance bookings. Both these results were all-time highs for the VisitEngland survey.
The Guardian reported that UK coastal resorts and country cottage retreats in particular have reported a significant rise in bookings - in July Visit East Anglia recorded a 25% rise in enquiries and bookings. Additionally, several low-cost airlines, including easyJet, have launched sales during their traditionally peak sales period in order to entice domestic travellers to head abroad.
These significant sales rises are largely due to the weakened pound, denting consumer confidence and deterring UK residents from the higher costs of overseas holidays. The pound's loss of value has also served to entice international visitors to make the most of beneficial exchange rates and sample what the UK has to offer.
Patricia Yates, director of VisitEngland, commented that the current climate offered "a fantastic opportunity for the tourism industry to showcase the range of quality tourism products on offer across the country and demonstrates just why our regions should top people's list as must-go now destinations."
Tourism Minister, Tracey Crouch, added: "Tourism contributes an estimated £60bn to our economy every year, so a strong summer season is not only great news for the sector but the whole country."
For hotel operators, this is a key time to make sure your guest experience matches your brand standards and vision. It may be worth investing in refresher training so your staff feel empowered to achieve this. Keep on top of your guest experience management at this time, and you'll be in a strong position to turn this year's surprise influx of visitors into regularly returning guests.
