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Booking trends indicate that holidaymakers are looking for rest and relaxation, as Crerar Hotels’ summer holiday survey found that 81% of respondents said their top priority was relaxation, with spa facilities experiencing a spike in popularity.
In addition, 70% of those surveyed said they were opting for waterside escapes, while 30% are choosing to vacation in the countryside or in mountain locations. Of those survey respondents looking to stay by the water, boat trips were particularly appealing to 42%.
Crerar has also reported that customisation and personalisation are important to holidaymakers, and industry stats correlate with the hotel group’s finding that 86% of customers say personalisation plays a key role in purchase decisions.
Personalisation is said to rank among the top hospitality trends of this year and is thought to continue to be important in 2023.
The hotel group, which operates seven four and five-star hotels and inns across Scotland, has recently completed refurbishments of their spa facilities at its Loch Fyne Hotel and Spa, and Golf View Hotel and Spa locations.
Chris Wayne-Wills, CEO of Crerar Hotels, said: “We’ve definitely noticed a shift this summer towards a ‘post-pandemic’ phase of travel, where priorities have shifted, and relaxation is key. We’ve also seen a trend for longer stays, with the duration of bookings almost doubling, suggesting travellers are keen to make the most of their holidays.
“It’s really interesting to see so many people opting for waterside breaks, again tying into the theme of calm and relaxation. There’s no doubt that people are looking to relax and recharge this summer.”
