Rising living costs and expensive foreign trips are fuelling a major comeback for the classic British seaside holiday, with new research indicating a significant shift in travel habits.
The Financial Squeeze on Family Holidays
A survey commissioned by the global travel booking site Omio, which polled 2,000 Brits, paints a stark picture of the financial pressures facing families. The data shows that family holiday costs have risen by 4.2 per cent year-on-year. This increase is felt directly by consumers, with almost half of Brits reporting they spent over £3,000 on their most recent family holiday. A striking 60 per cent said this was more expensive than similar trips taken in recent years.
The financial strain is forcing many to make difficult choices. The study found that almost three-quarters of Brits are making daily sacrifices to save enough for their getaways. Furthermore, a worrying 67 per cent have relied on some form of credit to pay for their holiday, most commonly using credit cards or 'buy now, pay later' schemes. This trend aligns with reports from debt advice charities like Stepchange and Citizens Advice, which saw record numbers of clients in January 2025.
A Return to Britain's Coastal Heritage
In response to these financial pressures, Brits are looking closer to home. Google searches for 'cheap family holiday' shot up by 60 per cent in the last year. While destinations like Disneyland remain on a quarter of Brits' bucket lists, affordability is now the driving factor.
Consequently, nearly half (46 per cent) of families are considering UK holiday destinations such as Cornwall. The research also reveals that almost 20 per cent of Brits plan to holiday exclusively in the UK from now on. For those still travelling abroad, closer European destinations like Spain are becoming the most attainable option, with 40 per cent of Brits considering them.
This marks a dramatic turnaround for British coastal towns, which thrived during the 50s and 60s golden age of holiday camps led by brands like Butlin's, but then suffered as international travel became more affordable from the 1970s onwards.
Investment and Deals Signal Staycation Confidence
This renewed interest has not gone unnoticed by the UK holiday industry. British holiday giant Parkdean Resorts, which operates 65 parks and welcomed 3 million visitors last year, is set to receive a £50 million makeover. Two parks in particular are in for major transformations: Highfield Grange Holiday Park in Essex and Vauxhall Holiday Park in Great Yarmouth will each receive £5 million investments.
These resorts will boast brand new facilities, including immersive Bear Grylls escape rooms, indoor adventure golf, and improved high and low ropes courses. Meanwhile, Butlin's is capitalising on the trend with its 'Red Friday Event', offering deals at its three iconic seaside locations in Bognor Regis, Minehead, and Skegness.
This wave of investment and enticing offers suggests that the great British seaside holiday, once a cherished memory, is firmly back on the map for families across the nation.
