In many cases it may have been a trend driven by necessity; yet summer 2021 was categorically a staycation summer. For while the world works its way out of the pandemic and restrictions ease, travel remains problematic. An ecosystem in which the staycation has provided travellers with a well-deserved break in a way that still feels safe. The sudden staycation surge has started a trend and people are rediscovering and exploring new parts of Britain. UK holidays have grown appealing, so much so that in a recent survey, 71 percent of adults said they are intending to plan a UK holiday in 2021 and into 2022. 

It is a shift that smart brands are recognising and Staycations are becoming a key trend in marketing. One recent example of this is MINI UK’s ‘Big Days Out’ campaign, created by The Brooklyn Brothers. The campaign sees celebrity influencers out in their MINI’s exploring the UK’s best kept secrets and features the MINI big days out index of 100 of the UK’s hidden gems.

Sophie Ellis Bextor, comedian Joel Dommett and fitness guru Joe Wicks, respectively take their families out in their MINI Countryman to some of the UK’s finest destinations including The New Forest, The Peak District and North Wales. 

The work stems from the insight that more people are holidaying in the UK, a trend reflected by a 307% increase in hotel bookings this summer, with popular destinations having been fully booked. This campaign aims to inspire the nation to explore more unknown locations. A team of analysts have worked to create the MINI Big Days Out Index as a one-stop-shop for staycation ideas and hidden gems – with every location given a score out of 100 including a wildness rating for being a lesser-known adventure spot.

“We wanted to help MINI save the summer, so we set out to find the UK’s biggest, boldest, best kept secrets.” explains Simon Poett, Executive Creative Director from The Brooklyn Brothers. “We’ve done the research, now over to the adventure seekers to make the most of our index of over 100 amazing staycation ideas and hidden gems from around Britain to help you get off the beaten track.”

Not just a short-term solution

The international travel sector may be slowly reopening, but with countries moving between red, amber and green lists it's hard for consumers to book abroad travel in advance. Motivation to holiday closer to home can be attributed to safety concerns, a reluctance to quarantine or a desire to help contribute to the hospitality sector which suffered throughout 2020.

Colette Healy, General Manager Marketing and Product Management, MINI UK, explained: “With many of our typical foreign holidays grounded, millions of us are thinking ‘now what?’ We wanted to find a way to serve huge doses of UK trip inspiration, full of fun and possibility, because there’s never been a better time to discover your Countryman spirit of adventure. Thanks to The Brooklyn Brothers and our partners, we hope everyone gets a chance to enjoy some #BigDaysOut.”

Whilst the pandemic helped to open audiences' eyes to spots closer to home, the long-term future of the staycation is evidenced by the number of campsites and hotels that are already sold-out into 2022. Travelling within Britain has proved to be a hit with tourists who can relax in the UK with less Covid-related concern and has also reminded UK residents of the beauty that Britain has to offer. Consumers still harbour a thirst to travel and it’s by looking closer to home that they’ve been able to satisfy their inner-explorers. This summer has seen tourists fall back in love with UK holidays, and the perks of the staycation are due to outlast the pandemic. 

Stylish staycations

The staycation itself has also undergone something of a rebrand; ditching the notion that a holiday at home automatically equates to a holiday in a campervan in a tired old campsite. Now, the UK has a vast breadth of different offerings to suit any kind of holidaymaker. 

In the #bigdaysout campaign, Sophie Ellis-Bextor takes her family out in the MINI Countryman to the New Forest for an adventure filled with singing, picnic pit stops and canoeing. Gadgetsboy and Gadgetsjon take tech off-road with a Peak District trip filled with mountain biking and Llamas. And, comedian Joel Dommett and his wife Hannah Cooper take a breathtaking trip in North Wales, trying out Europe’s biggest zip wire and trying their hand at axe throwing. 

Within the UK there are tons of holiday options that have been able to provide tourists with new, exciting memories right on their doorsteps. For brands, staycations are about providing consumers with experiences and facilitating relaxation, fun or family time. After a tough year for the tourism sector, the staycation is a saviour for tourists and local attractions alike.

For the #bigdaysout campaign, MINI will also be launching a new collaboration with Longleat Safari Park, offering explorers the chance to journey around Park in a MINI Countryman. Guests who have pre-booked tickets to this experience at Longleat will have the chance to spot roaming lions, tigers, and monkeys up close from a fleet of MINI Countryman between August 21^st – 31^st with all proceeds from ticket sales going towards African wildlife conservation charity, Tusk.

Love it or loathe it, the staycation is well and truly here to stay and as MINI’s latest campaign underlines brands that both recognise and support this shift can gain both a competitive and creative advantage.