Dan Cook, account director at Awaze, the parent company of cottages.com and Hoseasons, which sponsors the Outstanding Contribution to Tourism award at the East of England Tourism Awards 2022-2023, tells us more about the past year in the East of England holiday market.

 

What was 2022 like for the East of England’s tourism sector?

Everyone knew it was going to be hard to match the exceptional performance UK tourism experienced thanks to the post-Covid boom back in 2021, but the double whammy of increasing operating costs combined with a tangible fall in customers’ disposable income meant 2022 proved to be tougher than many had predicted.

But new challenges are nothing new for the regional tourism sector, and if I had to pick one word to describe our East of England tourism industry throughout the last 12 months it would be ‘resilient’.

Many of the operators we work with pressed ahead with their growth plans because they know the only way to stay relevant is to innovate and give guests good reason to choose them over the competition.

 

The Comet: Dan Cook, account director at Awaze, the parent company of Hoseasons and cottages.comDan Cook, account director at Awaze, the parent company of Hoseasons and cottages.com (Image: Hoseasons)

How important is innovation in the future of the East of England holiday market?

Innovation is crucial to the success of the market moving forward and should be at the heart of any business’s growth strategy if they are hoping to stay competitive in the future, both in terms of attracting new customers and retaining the ones they already have.

The local tourism landscape has undergone huge change over the last 15 years, much of which has been driven forward by innovators utilising new accommodation styles, facilities and technologies to enhance the visitor experience, and adapting quickly to rising customer expectations of what the UK and our fantastic region has to offer.

Such an approach requires sustained investment, which is not always easy in a challenging economic environment, but it isn’t just about spending more money on renovations, it’s also about staying ahead of the curve and bringing the latest thinking to local tourism products and responding to customer trends as they emerge.

 

What does the next 12 months hold for the East of England visitor economy?

The rising cost of living will clearly have a big impact on people’s income and what they choose to spend on holidays and leisure this year.

Price will be the main driver for many potential visitors and that will undoubtedly prove challenging for local businesses looking to offset rising operating costs.

However, we must remember that there’s a whole new market of staycation fans out there since the pandemic and domestic breaks generally remain great value when compared to the cost of travelling and staying abroad.

We also know that holidays are one of the last things the Great British public is willing to give up when it comes to making savings, preferring to cut back on other discretionary spends such as gym membership before forgoing their annual break.

The key will be convincing holidaymakers and day-trippers to spend their leisure pound in the East, rather than visiting alternative UK destinations.

It’s for that reason that we must hold our nerve, keep investing and innovating and demonstrate to all our potential customers that we are the UK’s best place for a holiday in 2023 and worthy of their hard-earned but shrinking pot of disposable cash.

Hoseasons is the headline sponsor of the East of England Tourism Awards and the Outstanding Contribution to Tourism award. This award recognises an individual who excels in their role and deserves to be applauded for their work and commitment to the industry. It is a non-entry category and the winner will be selected by a panel of judges and announced at the East of England Tourism Awards 2022-2023 celebration event on Thursday, March 16.

To view the full East of England Tourism Awards 2022-2023 finalists supplement, please click here.