Staycation Audience in United Kingdom
Staycation has an estimated audience of 9,891,112 people in United Kingdom. 66.2% are female, 33.8% are male, average age 44.4. Top regions: England, Greater London, South East. Top brand affinities: Holiday cottage, Cottage, Vacation rental, Hoseasons, Fat Face.
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 Quality Awareness, Luxury Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic · Subtype: Video game
Demographics of Staycation fans
| Metric | Value |
|---|---|
| Female | 66.2% |
| Male | 33.8% |
| Average age | 44.4 |
| Estimated audience size | 9,891,112 |
Audience persona
The typical Staycation fan in United Kingdom is more female, around 44.4 years old, with strong Quality Awareness tendencies and a notable affinity for Holiday cottage.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 7,418,334 | 1.21× |
| Greater London | 1,702,066 | 1.32× |
| South East | 1,339,806 | 1.01× |
| North West | 1,225,294 | 1.16× |
| East of England | 1,024,211 | 1.13× |
| Yorkshire and the Humber | 776,501 | 0.98× |
| East Midlands | 760,993 | 1.09× |
| Scotland | 743,776 | 0.84× |
| South West | 725,304 | 0.89× |
| Wales | 616,106 | 1.09× |
| West Midlands | 306,003 | 0.72× |
| North East | 267,297 | 0.69× |
| Northern Ireland | 262,633 | 0.86× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Holiday cottage | 1.79× | Travel & Leisure |
| Cottage | 1.87× | Travel & Leisure |
| Vacation rental | 2.02× | Travel & Leisure |
| Hoseasons | 2.28× | Travel & Leisure |
| Fat Face | 1.83× | Fashion & Accessoires |
| Hot tub | 1.53× | Home & Garden |
| Haven Holidays | 1.87× | Travel & Leisure |
| Glamping | 1.7× | Travel & Leisure |
| P&O Cruises | 1.72× | Travel & Leisure |
| Motorhome | 1.57× | Cars & Mobility |
| J. D. Williams | 1.57× | Shopping |
| Villa | 1.55× | Travel & Leisure |
| Summer house | 1.57× | Travel & Leisure |
| Holiday Park, Germany | 1.88× | Travel & Leisure |
| Oliver Bonas | 1.69× | Fashion & Accessoires |
| Lake District | 1.59× | Travel & Leisure |
| Cath Kidston | 1.58× | Fashion & Accessoires |
| Conference and resort hotels | 2.07× | Travel & Leisure |
| English country house | 1.56× | Travel & Leisure |
| Boutique hotel | 1.75× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Quality Awareness | PREMIUM | 1.52 |
| Luxury Orientation | PREMIUM | 1.52 |
| Indulgence | JOY | 1.51 |
| Family Orientation | CONSERVATISM | 1.42 |
| Design Affinity | PREMIUM | 1.4 |
| Sports Activity | POWER | 1.33 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 22.6% |
| United States | 16.2% |
| Japan | 6.0% |
See Staycation audiences in other countries
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Frequently asked questions
How many fans does Staycation have in United Kingdom?
Staycation has an estimated audience of 9,891,112 people in United Kingdom, concentrated in England and Greater London.
What is the gender split and age of Staycation fans?
66.2% of Staycation fans are female, 33.8% are male, with an average age of 44.4 years.
Which brands do Staycation fans like most?
Staycation fans show strongest brand affinity for Holiday cottage (1.79×), Cottage (1.87×), and Vacation rental (2.02×) over the country average.
Where do Staycation fans live in United Kingdom?
Staycation fans in United Kingdom are most concentrated in England (reach 7,418,334), Greater London (reach 1,702,066), and South East (reach 1,339,806). These three regions account for the largest share of the active audience.
What other brands do Staycation fans also like?
Beyond Staycation itself, the audience over-indexes on Cottage (1.87×), Vacation rental (2.02×), Hoseasons (2.28×), and Fat Face (1.83×) compared to the United Kingdom average.
How to read this data
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.
About this audience profile
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.