Why UK Holiday Parks, Hotels, and Resorts Are Turning to Audio Advertising
Something is shifting in how British people think about their holidays.
Fewer are reaching for the passport.
More are looking at the map a little closer to home; the Yorkshire coast, the Cornish peninsula, the Derbyshire Dales, the hills of the North East. The staycation was once a novelty. For a growing number of UK families, it’s becoming the default.
That’s good news for anyone running a holiday park, hotel, resort, visitor attraction, or leisure venue in the UK. The audience you want to reach is out there, it’s growing, and it’s actively looking for reasons to book. The question isn’t whether demand exists. It’s whether your business is showing up in the right places when it does.
This is where audio advertising comes in. And the results we’re seeing across the hospitality and leisure sector are worth paying attention to.
The UK Audience Is Bigger Than You Think.
And More Relevant Than You Might Expect
95% of UK adults listen to audio every week. That’s 55 million people. A bigger weekly audience than any single television channel, and larger than Spotify UK or Netflix’s ad-supported tier. But the headline number is only part of the story.
What our data reveals about the Bauer audio audience is genuinely striking for anyone promoting staycation or days out:
- 5.8 million Bauer listeners actively prefer to holiday in the UK rather than abroad. That’s 33% of the total audience.
- 4.1 million are actively planning a holiday or short break in the British Isles.
- 74% of our listeners have been on a family day out in the past 12 months.
To put that plainly: when you advertise on Bauer’s stations, our listeners don’t need convincing that a UK break is worth having. They’re already looking for one. You just need them to hear about yours.
Live radio still accounts for 79% of all audio listening time in the UK. Despite the rise of podcasts and streaming, most people are still turning on the radio; in the car, in the kitchen, on the commute. And it’s in those everyday moments that audio advertising does its best work.
Source: TGI GB, February 2026. Listened in the last month.
When Creativity Meets Community: South Cliff Holiday Park
When South Cliff Holiday Park, a family-friendly destination on the Yorkshire coast offering static caravans, pods, shepherd’s huts, and touring pitches, first came to us, the brief started simply enough. But what emerged was something far more memorable.
“Everyone on this project has been driven by pure heart and I think this shows in the final creative. The team went above and beyond to overcome many obstacles along the way and I believe the final advert’s exceptionally high standard of execution and heart is testament to this team effort.”
What the South Cliff campaign demonstrates is something that applies to every holiday and hospitality business: people don’t book a place. They book a feeling.
Read the full South Cliff Holiday Park case study
Selling Out Every Time: Matlock Farm Park
For many leisure businesses, especially family attractions, the challenge isn’t awareness alone, it’s conversion. Getting someone from ‘that sounds nice’ to ‘I’ve booked the tickets’ requires reach, relevance, and urgency. Matlock Farm Park in Derbyshire found a way to deliver all three, consistently.
The multi-award-winning farm park partnered with Bauer Media’s Planet Offers platform to run a series of half-price family pass promotions timed around key school holiday periods; pre-Easter, summer, and Halloween.
“Planet Offers is a fantastic platform that gives us the best of both worlds: huge exposure through trusted radio brands and instant customer purchasing. Our half price passes always sell out, often within a couple of days. We plan our campaigns around school holidays and find it an incredibly effective way to boost footfall and increase brand awareness.” — Lotty Hawkins, Communications Manager, Matlock Farm Park
Read the full Matlock Farm Park case study
Building a Marketing Database Alongside Your Audience: Edinburgh Zoo
Edinburgh Zoo’s Royal Zoological Society of Scotland launched a digital-first campaign built around an online competition supported by paid and organic social media. The campaign achieved a total reach of over 22,000 people, generated 730 competition entries, and crucially captured 295 opted-in marketing contacts for future campaigns.
For a visitor attraction managing long-term engagement goals, that opt-in figure is arguably the most valuable outcome. A contact who has actively opted in to hear from you is worth considerably more than a one-time visitor. They are the foundation of a retargeting programme, a seasonal promotions list, a direct communication channel that costs nothing to activate once built.
Read the full Edinburgh Zoo case study
Precision and Performance: The Cornish Seal Sanctuary
One of the most common questions we hear from regional leisure businesses is whether audio advertising can be made to work locally, not just for big national campaigns, but for a single destination serving a defined geography. The Cornish Seal Sanctuary answered that question definitively.
Based in Gweek, the Cornish Seal Sanctuary partnered with Bauer Media on a regional digital audio campaign to drive awareness and footfall during the peak summer period. The numbers tell the story clearly:
- 130,059 impressions delivered
- 98.99% listen-through rate, almost every person who heard the ad listened to the entire message
- 16.67% conversion rate, over 2,000 tracked website visits from people who heard the audio advert
That listen-through rate deserves a moment’s attention. In a media landscape where skip rates are high and attention is fragmented, a rate approaching 99% is exceptional. It reflects both the quality of the creative and the engaged nature of the audio audience. People who choose to listen to a radio station are in a focused listening state. Your ad lands in a way that a banner or social post simply cannot replicate.
Read the full Cornish Seal Sanctuary case study
Filling Rooms and Building a Brand: The Inn Collection Group
Some of the most instructive examples come from businesses that use audio not just for a single campaign, but as an ongoing, integrated part of their marketing mix.
Following the relaunch of four flagship venues, The Inn Collection Group partnered with Bauer Media on a branded content campaign.
“A branded content partnership across multiple radio stations gave us great brand association, huge awareness, and allowed us regular copy changes to promote both the meals locally and accommodation further afield… Audio advertising has made a significant contribution to our goals, generating fantastic awareness of our brand and all of our Inns, whilst our competitions have worked wonders for data capture and retargeting.” — Andrew Robson, PR & Communications Manager, The Inn Collection Group
Read the full Inn Collection Group case study
What This Means for Your Business
The five examples above span very different types of leisure and hospitality business. What they share is the recognition that their audience is already listening and that showing up consistently, creatively, and in the right regional context produces real results.
If you run a holiday camp, hotel, resort, or leisure venue in the UK, here’s what the evidence consistently points to:
- The Bauer audience is self-selected for domestic leisure. 5.8 million listeners prefer to holiday in the UK rather than abroad. 4.1 million are planning a British Isles break right now. You’re not paying to reach people who have no interest in UK breaks. The data shows they’re already listening.
- Audio builds consideration before intent becomes a search. By the time your potential customer types ‘holiday parks near me’ into Google, the shortlisting has already started. Audio gets you into that mental shortlist early.
- Regional precision matters. The best campaigns aren’t trying to reach everyone in the UK. They’re reaching the right people in the right geography at the right time of year. Which is exactly what local and regional audio allows.
- Creative quality drives results. Whether it’s a bespoke song, a presenter read that feels like a genuine recommendation, or a competition that generates thousands of entries, investment in creative execution produces the strongest returns.
- Audio complements everything else you’re doing. It amplifies your social, drives your search, and builds the brand familiarity that makes every other channel work harder.
With 4.1 million Bauer listeners actively planning a British Isles break and 13.2 million who went on a family day out last year, the audience is there. The question is simply whether they’re hearing from you.
Ready to Find Out What Audio Advertising Can Do for Your Business?
Whether you’re planning your peak season campaign, looking to shift off-peak availability, or simply want to understand what audio advertising could look like for a business like yours, we’d love to have that conversation.
Get in touch with our team today!
Audience data: TGI GB, February 2026. Listened in the last month. All figures relate to the Bauer audio audience.