Brits looking for getaways that won’t break the bank are turning in droves towards so-called “pubcations”, UK stays centred around a cosy rural boozer, new research suggests. The cost-of-living crisis has made heading on holiday a daunting prospect for some, on top of the pressure of compiling an itinerary and fitting in everything you want to do before heading back. Some canny travellers have found an antidote, however – a budget getaway with guaranteed good food and beautiful countryside, with less transport stress.
In other words, they’re heading on a “pubcation”, a phenomenon that has dominated the travel industry over the last year, according to Airbnb, with over a third of the British public admitting to arranging their holiday around places to eat and drink. While the rental company pointed to foodie spots going viral on TikTok as a main contributor to the shift, it also suggested that more and more Brits were choosing countryside breaks and comfort food classics over trips abroad.
Research found that 52% of Brits were planning a “pubcation” over Easter, with many citing the appeal of traditional homecooked food like fish and chips and Sunday roasts – seemingly in place of Spanish tapas or French wine and cheese.
The preference for holidays centred around pub grub were inextricable from a pretty, rural location, however, with the most popular spots including Dumfries and Galloway, the Outer Hebrides and Pembrokeshire.
While plenty of UK residents are still heading abroad, a series of overtourism protests in the country’s long-held favourite travel spot Spain could be providing fresh motivation for them to get creative on hometurf. And where better than Britain’s boozers, which are continuing to struggle with high running costs and changing customer behaviour?
