Record-Breaking Boost in Daily Bookings


Following Boris Johnson's announcement on Monday, we are delighted to report that we saw a record number of holiday cottage bookings in the following days. After the tourism industry has been closed for so long, it's positive to see that people are looking forward to coming back to the Lake District and Cumbria. It will be good news, too, for all the businesses and people who work in or are reliant on tourism in the region.

On Monday, the day of the Prime Minister’s announcement, we took 191 bookings, followed by another 251 on Tuesday – a 514% increase on the same days last year. This is also a considerable increase on our previous record of 120 daily bookings following the end of the first lockdown in 2020.

We have seen some certain trends in bookings taken on the 22nd and 23rd of February.

Holiday Start Date

It's clear that people are keen to get away for a break as soon as possible, with 24% of bookings taken for holidays starting in April, and 16% for dates in May. 28% of bookings were taken for the summer holiday months of July and August.

Party Size

Pie chart showing Sally's Cottages holiday cottage bookings by party sizeOver 85% of bookings involve a party size of 6 or less (including infants), with 38% of the total being couples. With the 'Rule of 6' still being in effect until at least the 17th of May, this is no surprise. However, holidaymakers still appear wary of making bookings for larger parties, even beyond this date. Only 9% of bookings were for parties of over 6, and only 1% for groups of more than 10.

Length of Stay

Column chart showing number of Sally's Cottages bookings by length of stay
Almost 80% of bookings were taken for a break lasting a full week (7 days), while 17% of bookers opted for a short break and 4% plan to stay for a fortnight.

Travelling with Dogs

Pie chart showing the number of bookings bringing dogs
A large number of visitors bring dogs with them on holiday to the Lake District, and bookings following Monday's announcement show that the majority of visitors (54%) are planning to travel with at least one dog this year.

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