And the winner is… UK’s favourite Family Friendly Destinations 2020 revealed

Keswick, Bournemouth and Edinburgh have been revealed as the UK’s most Family Friendly Destinations as part of Vrbo’s Family Friendly Destinations 2020 campaign.

As a global expert in family holiday rentals for more than 25 years, Vrbo launched the campaign to recognise the continuous efforts of British communities in welcoming families from across the UK to give them an unforgettable holiday.

Voted for by over 3,200 members of the British public via an online competition, 18 UK destinations** competed in three categories: rural, seaside and urban, to be named as the UK’s most Family Friendly Destinations 2020. These were based on six criteria*** which were considered essential when choosing a holiday destination for a family trip in the UK.

With two-thirds (66%) of British holidaymakers not planning to travel abroad this year due to uncertainty around Covid-19*, British families are opting for staycations instead. 41% of holidaymakers are looking for some much-needed peace and quiet in the rural countryside, whereas 31% would prefer to spend a staycation with their feet in the sand at a British beach resort. For some, experiencing the city lifestyle is the preferred staycation choice for this summer, with more than 1 in 10 (14%) looking for an urban city break in the UK.  

“We are absolutely thrilled with the support our first Family Friendly Destinations campaign has received from the British public and shortlisted communities”, Karen Mullins, Regional Director UK & Ireland at Vrbo.

“The impressive volume of votes and positive community feedback shows we are very keen holidaymakers and that we want to spend much desired, quality time on holiday with our loved ones after months of being separated. British communities put a lot of thought, investment and heart into welcoming families with the perfect environment to experience an unforgettable holiday and they are looking forward to doing this again soon.

“As a family travel brand, we remain fully committed to providing holidaying families with a worry-free and positive holiday experience in the holiday homes of our partners. In supporting local tourism and UK communities, we are confident that the Family Holiday Destinations 2020 campaign marks a positive step in this direction. It is however essential and more important than ever that we all respect and follow the guidelines outlined by the Government and the NHS to help protect and maintain the safety of our own families and others when travelling, as well as the local communities of these popular destinations.

The UK’s most Family Friendly Destinations 2020

Rural category winner – Keswick, Cumbria (Lake District)

In the rural category, Keswick was the clear winner, securing nearly half of all votes in the category (47%) for the Lake District market town. “Plenty of family activities”, “nature at its finest” and “the ideal place to remind oneself what life is about” were just a few of the reasons why the British public voted Keswick as most Family Friendly rural Destination 2020. Tenby in Wales (17%) and Bakewell in the Peak District (15%) completed the top three spots in the category.

Seaside category winner– Bournemouth, Dorset

Clean, sandy beaches, with a “friendly and vibrant” feel is how voters described the winner of the seaside category, Bournemouth. With 30% of all votes, the southern English coastal town was voted for as the most Family Friendly seaside Destination 2020. Sennen Cove in Cornwall came in a close second with 27% of the votes, followed by Torquay in Devon with 18%.

Urban category winner – Edinburgh, Scotland

Scotland’s lively capital secured the top spot, with 30% of all votes in the urban category. This was closely followed by York (26%) and London (25%). Edinburgh’s stunning architecture, variety of cultural activities to get involved in and impressive historic sites around the city make it a worthy winner of the UK’s most Family Friendly urban Destination 2020.

**ENDS**

Notes to editors

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*Survey methodology

Survey conducted online by Atomik Research for Vrbo with a sample of 2000 British citizens. The survey was carried out during June 2020. Atomik Research is an independent market research and creative organization that employs MRS-certified researchers and complies with the MRS code.

**Methodology to create destination shortlist

Survey conducted online by Atomik Research for Vrbo with a sample of 500 British parents with children aged 15 or under, resident in the UK, who have been on holidays (domestic or international) within the last 5 years. The survey was carried out during March 2020. Atomik Research is an independent market research and creative organization that employs MRS-certified researchers and complies with the MRS code.

***Methodology to identify the criteria

Survey conducted online by Atomik Research for Vrbo with a sample of 600 British parents with children aged 15 or under, resident in the UK, who have been on holidays (domestic or international) within the last 5 years. The survey was carried out during March, 2020. Atomik Research is an independent market research and creative organization that employs MRS-certified researchers and complies with the MRS code.