Gen Z Drives Staycation Boom: What This Means for Farm Diversification in 2025
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As the appetite for holidaying closer to home continues to grow, UK farms are uniquely positioned to seize this opportunity. According to the latest Sykes Staycation Index 2025, nearly two-thirds of Brits are planning a UK-based holiday this year, with young people, leading the charge. For farmers looking to diversify, this trend offers a powerful blueprint for sustainable income through rural tourism.
Staycations are no longer just a pandemic-era phenomenon, they’re a permanent fixture of the UK travel market. 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.
This growing demand spells opportunity for landowners and rural entrepreneurs. Whether it’s glamping, farm stays, or nature-based retreats, farms offer something international holidays cannot: tranquillity, open space, and authentic countryside experiences.
Interestingly, the highest uptake for UK holidays is among Gen Z (ages 18–28), with 71% planning to take a staycation in 2025 and 45% choosing it as their main holiday. They’re not just looking for a break, they’re looking for experience, sustainability, and wellness. Farms that offer yoga retreats, foraging walks, eco-glamping, or solo stays are in a prime position to appeal to this mindful, mobile generation.
Additionally, solo travel is on the rise, especially within this group, meaning there's increasing demand for safe, self-contained, and peaceful rural escapes.
While Gen Z leads in uptake, 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.
Boomers (ages 61 - 79), on the other hand, prioritise frequent, easy trips. Their loyalty to rural getaways is driven by the ease and comfort of UK travel. Accessibility, comfort, and pet-friendliness are key selling points for this demographic.
So, why are staycations so popular? The top three reasons given are:
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They’re easier and less stressful to plan
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They’re more cost-effective than foreign travel
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They allow last-minute flexibility, with nearly a quarter of bookings made within a month of departure
Farms tick all these boxes, particularly those that offer self-catering accommodation, pet-friendly facilities, and flexible booking terms. With many properties located near popular destinations like Cumbria, Cornwall, and North Yorkshire, rural landowners are ideally placed to benefit.
For farmers considering diversification, the message is clear: the staycation boom isn’t slowing down, and the next generation of travellers are actively seeking out rural escapes. To meet this demand, farms can explore a range of diversification options, including:
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Glamping pods, shepherd huts or eco-lodges
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Farm-based experiences or events
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Wellness and retreat packages
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Dog-friendly holiday cottages
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Nature trails and on-site food offerings
As James Shaw, Chief Commercial Officer at Sykes Holiday Cottages, states:
“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.”
Ready to diversify?
If you're a farmer or landowner looking to expand your income streams, now is the time. Farm Business Innovation is dedicated to helping you explore the latest trends, connect with experts, and discover practical solutions for launching your tourism venture.
Join us at the UK's leading event for rural diversification and turn your farm into the next must-visit destination.
