· Virgin Experience Days finds London consumers are the most likely to spend on “food & drink” experiences, accounting for 20% of all website purchases – more than any other region
· “Days out and tours” (15.6%), “adventure” (11%), “driving” (9.5%) and “spa and beauty” experiences (8.8%) rounded off the top five most popular categories for regional customers
New research by Virgin Experience Days, the UK’s leading provider of gift experiences, has revealed that consumers in London are the most likely to spend on dining experiences post-lockdown.
Across Virgin Experience Days’ fourteen categories, “food & drink” is the most popular in the region, accounting for one in five (20%) of the total purchases made – far exceeding the nationwide average (13.9%).
Following dining experiences, “days out and tours” (15.6%) are the next most popular category, ranking significantly higher than “short breaks” (5.3%), showing consumers in the region are adopting a cautious approach towards staycations as we emerge from lockdown.
“Adventure” (11%), “driving” (9.5%) and “spa and beauty” (8.8%) experiences completed the top five most popular categories for Londoners.
Virgin Experience Days’ data recorded the popularity of different categories of experiences across the UK from 4th July – when the UK government triggered its most significant easing of restrictions on the hospitality and tourism sector including reopening pubs and restaurants.
Across the rest of the UK, consumers in the North East and Scotland are the biggest thrill-seekers, proportionally spending the most on driving (17%) and flying (8.7%) experiences. Meanwhile consumers in East England are most keen for some post-lockdown pampering, with “spa and beauty” experiences accounting for 9.1% of all purchases made – more than any other region.
Richard Hurd-Wood, CEO of Virgin Experience Days, comments:
“As one of the industries hardest hit by the pandemic, it’s great to see so many British consumers once again showing confidence in the UK’s hospitality and tourism sector. But as the UK continues to lift itself out of nationwide lockdown, some caution understandably remains.
“The data also reveals a number of interesting trends in consumer behaviour with people in Scotland and the North East particularly keen to let their hair down and enjoy a shot of adrenaline with driving and flying experiences proving popular options. On the other hand, Londoners and consumers in the East of England prefer more relaxing alternatives, choosing food and drink and spa and beauty experiences instead. But whatever your taste, there is something for everyone to enjoy.
“As the sector continues to slowly reopen, summer 2020 has been a fantastic opportunity to showcase the best of Britain and explore the great variety of experiences the nation has to offer safely and responsibly.”