Tourism operators in the UK are reporting a rise in last-minute domestic bookings as cost-of-living pressures influence travel decisions.
Some travelers are opting for destinations closer to home, with bookings often made just days before arrival to take advantage of favorable weather.
James Gillespie, owner of Irongorge Camping in Ironbridge, Shropshire, said the shift in booking patterns has been noticeable this year.
“We have found an awful lot of people have been travelling here, locally, some even from Telford,” he told the BBC. Previously, most customers booked “several months in advance,” but this summer, many are arriving on “the spur of the moment.”
According to Gillespie, the site has seen a spike in first-time visitors and a steady number of international guests, particularly from the Netherlands. He noted that the location’s proximity to Birmingham makes it a convenient meeting point for travelers from different parts of the country.
“They’ll obviously go into Ironbridge, look at the various museums, and then they’ll come back here, have their barbecues,” he said.
For business owners in the outdoor hospitality industry, these trends suggest the importance of maintaining flexible availability and being prepared for sudden increases in demand.
Operators may also benefit from targeting marketing toward nearby urban centers, encouraging spontaneous visits, and providing experiences that appeal to groups and repeat guests.
One such repeat guest, Lauren Reynolds, said she had never been a camper before discovering the site just before the first COVID-19 lockdown.
“During her first visit, it was pouring down with rain, it was so muddy, you would never believe it, we had the best time and we’ve been back every year since,” she said. What began as a group of eight has now grown to around 20, including family and friends.
Reynolds cited affordability as a key factor in returning each year. “Once you’ve paid to come, done your food shopping, unless you go venturing out all day long, there isn’t anything else to spend your money on, so it encourages you to make your own fun.”