A data profile of the people who buy, follow and care about Staycation in United Kingdom — modelled from more than twelve digital signal sources. Staycation has an estimated audience of 9,891,112 people in United Kingdom.
The average Staycation fan in United Kingdom is 44.4 years old, more female, and lives primarily in England.
The audience is concentrated in England, Greater London, South East.
Top brand affinities include Holiday cottage, Cottage, Vacation rental, with strongest over-indexing on Holiday cottage (1.79× the country average).
Demographically, the Staycation audience skews more female with an average age of 44.4, and over-indexes on personality traits such as Travelling, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Staycation fan in United Kingdom is more female, around 44.4 years old, with strong Travelling tendencies and a notable affinity for Holiday cottage.
The key figures that characterise the Staycation profile in United Kingdom.
66.2% are female, 33.8% are male, average age 44.4.
| Metric | Value |
|---|---|
| Female | 66.2% |
| Male | 33.8% |
| Average age | 44.4 |
| Estimated audience size | 9,891,112 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 33% |
of the worldwide Staycation audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 22.6% |
| United States | 16.2% |
| Japan | 6.0% |
Where the Staycation audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Greater London | ~1.5M | 1.31× | |
| 02 | England | ~7.5M | 1.21× | |
| 03 | North West | ~1M | 1.14× | |
| 04 | East of England | ~1M | 1.12× | |
| 05 | East Midlands | ~700K | 1.08× | |
| 06 | Wales | ~600K | 1.07× | |
| 07 | South East | ~1.5M | 1.01× | |
| 08 | Yorkshire and the Humber | ~800K | 0.98× | |
| 09 | Northern Ireland | ~300K | 0.92× | |
| 10 | South West | ~700K | 0.91× | |
| 11 | Scotland | ~800K | 0.86× | |
| 12 | North East | ~300K | 0.79× | |
| 13 | West Midlands | ~300K | 0.75× |
The strongest cross-interests of the Staycation audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Hoseasons | Travel & Leisure | 2.28× | ||
| 02 | Conference and resort hotels | Travel & Leisure | 2.07× | ||
| 03 | Vacation rental | Travel & Leisure | 2.02× | ||
| 04 | Holiday Park, Germany | Travel & Leisure | 1.88× | ||
| 05 | Cottage | Travel & Leisure | 1.87× | ||
| 06 | Haven Holidays | Travel & Leisure | 1.87× | ||
| 07 | Fat Face | Fashion & Accessoires | 1.83× | ||
| 08 | Holiday cottage | Travel & Leisure | 1.79× | ||
| 09 | Boutique hotel | Travel & Leisure | 1.75× | ||
| 10 | P&O Cruises | Travel & Leisure | 1.72× | ||
| 11 | Glamping | Travel & Leisure | 1.70× | ||
| 12 | Oliver Bonas | Fashion & Accessoires | 1.69× | ||
| 13 | Lake District | Travel & Leisure | 1.59× | ||
| 14 | Cath Kidston | Fashion & Accessoires | 1.58× | ||
| 15 | J. D. Williams | Shopping | 1.57× | ||
| 16 | Motorhome | Cars & Mobility | 1.57× | ||
| 17 | Summer house | Travel & Leisure | 1.57× | ||
| 18 | English country house | Travel & Leisure | 1.56× | ||
| 19 | Villa | Travel & Leisure | 1.55× | ||
| 20 | Hot tub | Home & Garden | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.16× | |
| Design Affinity | PREMIUM | 1.14× | |
| Creativity | OPEN | 1.09× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.70× | |
| Early Adopter Mentality | POWER | 0.75× | |
| Risk Appetite | THRILL | 0.80× |
Staycation has an estimated audience of 9,891,112 people in United Kingdom, concentrated in England and Greater London.
66.2% of Staycation fans are female, 33.8% are male, with an average age of 44.4 years.
Staycation fans show strongest brand affinity for Holiday cottage (1.79×), Cottage (1.87×), and Vacation rental (2.02×) over the country average.
Staycation fans in United Kingdom are most concentrated in England (reach ~7.5M), Greater London (reach ~1.5M), and South East (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Staycation itself, the audience over-indexes on Cottage (1.87×), Vacation rental (2.02×), Hoseasons (2.28×), and Haven Holidays (1.87×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Staycation. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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