In a post released by organisers of the Farm Business Innovation show, the Gen Z generation is driving a staycation boom.
For farmers considering diversification, it is a clear sign that the staycation sector is worth exploring.
The results of the latest Sykes Staycation Index 2025 show nearly two-thirds of Brits are planning a UK-based holiday this year, with young people, leading the charge.
The data, which reflects the preferences of over 2,000 UK holidaymakers and Sykes Holiday Cottages’ internal booking trends, reveals that over a third of Brits are planning to make a UK break their main holiday in 2025.
71% of the Gen Z generation (ages 18–28) are planning to take a staycation in 2025 and 45% choosing it as their main holiday. Additionally, solo travel is on the rise, especially within this group.
However, millennials (ages 29 – 44) are the biggest spenders. Many are travelling with young children, seeking family-friendly breaks that combine education and entertainment. Think farm tours, animal encounters, and nature-based activities that enrich young minds.
James Shaw, chief commercial officer at Sykes Holiday Cottages, says: “This continued demand is a clear sign that the appeal of holidaying closer to home is here to stay. The staycation sector continues to provide a valuable boost to local economies and communities right across the country.”
