Holiday park operator reports occupancy doubling over bank holiday weekend as travel disruption, soaring costs and Middle East tensions fuel demand for UK breaks
Meadow Bay Villages, one of the UK’s leading holiday park operators, has reported a dramatic spike in last-minute staycation bookings as British holidaymakers’ rethink travelling abroad amid escalating global uncertainty.
The company, which owns and operates major holiday parks including Billing Aquadrome and Hayling Island Holiday Park, says concerns around the conflict in the Middle East, rising fuel prices, flight cancellations, soaring airfares, lengthy airport queues and passport control delays are driving more families to opt for UK breaks closer to home.
The trend has resulted in a significant uplift in short-notice bookings across Meadow Bay Villages’ resorts, particularly ahead of the May bank holiday and half-term period.
Over a single weekend period from Friday to Monday, occupancy across the parks surged from 46% to 92%, highlighting growing demand from holidaymakers seeking flexible, affordable and stress-free getaways in the UK.
Industry-wide data also points to a major resurgence in domestic tourism with the likes of Airbnb recently reporting a 15% increase in searches for UK stays year-on-year ahead of the May bank holidays.
Meadow Bay Villages has experienced strong year-on-year growth since acquiring its parks only two years ago, driven by substantial investment into upgrading facilities and enhancing the overall guest experience. Billing Aquadrome alone has received more than £17 million of investment to date, with improvements focused on revitalising the resort, enhancing attractions and supporting the wider local economy.
April performance figures for Meadow Bay Villages showed substantial acceleration across the business, with bookings representing a year-on-year (April 2025 – May 2026) increase by 120% whilst revenue over the same period rose by 110% year-on-year.
The online booking conversion rates also saw exceptional growth, increasing by over 200% year-on-year, alongside a 117% rise in add-to-carts via online booking activity. In addition, website sessions increased by 25.6% month-on-month, reflecting continued growth in customer engagement and demand from domestic holiday makers.
Geoffrey Smith, chief executive of Meadow Bay Villages, said: “We’re seeing a huge rise in last-minute bookings as families carefully weigh up the cost, stress and uncertainty of travelling abroad this year. Concerns around flight cancellations, airport disruption, passport control delays and rising fuel prices are all influencing consumer behaviour.
“For many people, a UK staycation offers certainty, flexibility and value for money. The location of our parks is also proving increasingly attractive, particularly at a time when petrol and diesel prices remain high. Many of our guests are travelling from within an hour to an hour-and-a-half drive, making short UK breaks a far more appealing option than overseas travel. The recent warm weather has also driven a significant spike in spontaneous bookings, with guests increasingly choosing short notice breaks when the forecast looks good.
“Our ongoing investment in the parks, especially Billing Aquadrome, is helping attract more visitors. Guests are looking for high-quality experiences, great activities and convenience, and that is exactly what we aim to provide. With our new indoor Venue, The Lake Club, upgraded diamond and platinum accommodation with private hot tubs, new facilities and an enhanced entertainment programme, we are delivering the premium experience that guests are increasingly expecting from a staycation.”
Alongside overnight stays, Meadow Bay Villages is also witnessing growing demand from day visitors attracted by the parks’ expanding entertainment offering, including the return of the circus this summer and the launch of a brand-new zipline attraction at Billing Aquadrome.
Billing Aquadrome is located in the beautiful Nene Valley in the heart of Northamptonshire, set within 235 acres of stunning scenery with lakes, rivers and a canal side location, whilst Hayling Island Holiday Park is nestled just a mile from the golden sand of Hayling Island Beach in Hampshire, one of the UK’s most loved island-based holiday parks offering guests an escape to their very own seaside sanctuary with laid back beach vibes.