UK hotels are reaping the rewards of a renaissance in the UK holiday according to operator Shearings Holidays.
Shearings reports that bookings to its 49 UK hotels are up by an average of 10% compared to the same period last year. This growth is being fuelled by a high number of first time bookers, who represent 39.5% the total amount, according to a study of over 250,000 customers.
Shearings says that a significant proportion of these bookers are people who have previously holidayed abroad, but are now rediscovering what the UK has to offer.
Shearings head of sales and marketing Fiona Greenhalgh, said: "The proportion of first time bookers in our study is much higher than we would expect. We believe this is because increased numbers are booking their main holiday in the UK for the first time in a number of years."
The research reveals that traditional coastal resorts are proving the most popular choices with hotspots including Weston-super-Mare, the Isle of Wight and Bournemouth.
VisitBritain chief executive Tom Wright, said: "This is further evidence that British resorts and destinations are thriving and continuing to compete on value and quality against rival destinations overseas."
- Browse Travel Weekly's coverage of British Tourism Week 2009
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