Why Bath is Britain’s Favourite Staycation Spot in 2024
Move over, London! Bath has claimed the top spot as the UK’s most sought-after staycation destination in 2024. According to our exclusive new research, based on data from Google’s Keyword Planner Tool, Bath was the most searched-for holiday destination per capita this year. With its iconic Roman baths, charming Georgian architecture, and tranquil atmosphere, it’s no surprise that Bath continues to capture the hearts of Brits looking for the perfect getaway.
Why We Conducted This Research
At Coach Hire Comparison, we’re always researching travel trends to provide the best service to our customers. We’ve sifted through Google’s search data to uncover how travel habits have evolved over 2024 compared to previous years. By analysing the destinations Brits are searching for most, we aim to offer actionable insights that help travellers and destinations alike make the most of the ever-changing tourism landscape.
Brits Staycation Favourites
Our latest data paints a fascinating picture of changing travel trends across the UK
Bath - Timeless Appeal
- Despite a 17% drop in overall search interest, Bath remains the reigning champion. Its blend of history and relaxation offers an enduring charm that keeps holidaymakers coming back year after year.
Belfast - A Rising Star
- The Northern Irish capital saw a staggering 52% year-over-year (YoY) increase in searches. Its rich cultural heritage and vibrant nightlife are drawing more attention than ever before.
Lincoln - The Comeback City
- Lincoln’s search interest soared by 60% in the last three months alone. With its stunning cathedral and historic streets, this city is quickly gaining momentum as a must-visit destination.
Liverpool - Music & More
- Liverpool enjoyed a 26% YoY increase in searches, proving its cultural and historical allure—from The Beatles to its thriving arts scene—remains as strong as ever.
Coastal Towns Face Challenges
While urban centres are thriving, traditional seaside destinations are struggling to maintain their appeal. Searches for Eastbourne and Torquay plummeted by 64% and 66%, respectively. Once the jewels of British seaside tourism, these towns are now overshadowed by vibrant cityscapes and historic hotspots.
Insights From The Data
Our research highlights the evolving preferences of UK holidaymakers. Using data from December 2023 to December 2024, we analysed searches for phrases like “Visit Bath” or “Visit Belfast,” adjusted for population to identify search interest per capita. Here are some key findings:
- Bath leads the pack with 2.55% searches per capita.
- Belfast and Lincoln are climbing rapidly, with untapped potential for even greater growth.
- Manchester, Edinburgh, and Bristol maintain steady popularity, while smaller towns like Shrewsbury and Cheltenham show promise for future growth.
Interestingly, London—while still dominating in raw search numbers with 6,600 monthly searches—ranks near the bottom when adjusted for population. This suggests that Brits may be seeking more intimate and unique experiences over big-city bustle.
What's Driving These Trends?
“This data paints a vivid picture of the UK’s changing travel tastes,” says James Stokes, our Managing Director at Coach Hire Comparison. “Bath’s enduring popularity shows the timeless appeal of a city steeped in history, while Belfast and Lincoln demonstrate the power of reinvention. It’s an exciting time for the UK tourism sector—if destinations can adapt.”
Adapting For Success
As the UK travel landscape shifts, destinations have a golden opportunity to capitalise on these trends. By focusing on unique offerings and targeted marketing strategies, towns and cities can attract more visitors and boost local tourism.
For more information on this report or to collaborate with us, contact: will@coachhirecomparison.co.uk
