Table of Contents
Overview
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- What you need to know
- Scope of this Report
Executive Summary
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- The market
- Positive outlook for the UK hotel market going forward
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- Figure 1: Total volume forecast of hotel/motel/guesthouse trips (domestic and inbound), 2012-22
- Figure 2: Volume forecast of hotel/motel/guesthouse nights (domestic and inbound), 2012-22
- Inbound volume to boost UK hotel market
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- Figure 3: Top 10 inbound markets, by volume*, 2016
- The consumer
- Proportion of UK consumers staying in hotels remains steady but Airbnb use is growing
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- Figure 4: Types of accommodation used, 2014 and 2017
- Two thirds of hotel guests have stayed in a budget hotel
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- Figure 5: Types of hotels used, 2016 and 2017
- Preferences for hotels versus Airbnb; most consumers still prefer hotels
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- Figure 6: Types of accommodation used, August 2017
- The bleisure trend presents opportunities
- Good news for direct bookings; Expedia drops its price match guarantee
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- Figure 7: Online research sources, August 2017
- Data is becoming increasingly important for hotels
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- Figure 8: Data sharing with hotels, August 2017
- In the burgeoning automation era, human interaction still matters
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- Figure 9: Attitudes towards hotels I, August 2017
- What we think
Issues and Insights
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- How data is becoming increasingly important for hotels
- The facts
- The implications
- Hotels versus Airbnb; which do consumers prefer?
- The facts
- The implications
- Opportunities lie in the short break market and the bleisure trend
- The facts
- The implications
- Good news for direct bookings; Expedia drops its price match guarantee
- The facts
- The implications
- Benefits of promoting packages to domestic tourists
- The facts
- The implications
The Market – What You Need to Know
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- Promising outlook for the UK hotel market
- Interest rate rises could help staycations
- Holidaymakers may cut back on overseas short breaks for staycations
- Inbound volume to boost UK hotel market
- Top five inbound nations visiting the UK
- Increase in inbound especially good for the luxury sector
Market Size and Forecast
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- Positive outlook for the UK hotel market going forward
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- Figure 10: Total volume of trips and nights staying in UK hotel/motel/guesthouse, 2012-22
- Figure 11: Volume of trips and nights staying in UK hotel/motel/guesthouse, by domestic and inbound visits, 2012-17
- Figure 12: Total volume forecast of hotel/motel/guesthouse trips (domestic and inbound), 2012-22
- Figure 13: Volume forecast of hotel/motel/guesthouse nights (domestic and inbound), 2012-22
- Forecast methodology
Market Segmentation
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- Inbound volume to boost UK hotel market
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- Figure 14: Top 10 markets, by volume*, 2016
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- Figure 15: Top 10 markets, by value*, 2016
- Data from Expedia reveals high-spending nationalities
- Hotel KPIs paint a promising picture looking towards 2018
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- Figure 16: UK hotels forecast, 2017 and 2018
Brand Research
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- Brand map
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- Figure 17: Attitudes towards and usage of selected brands, September 2017
- Key brand metrics
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- Figure 18: Key metrics for selected brands, September 2017
- Brand attitudes
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- Figure 19: Attitudes, by brand, September 2017
- Brand personality
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- Figure 20: Brand personality – Macro image, September 2017
- Figure 21: Brand personality – Micro image, September 2017
- Brand analysis
- Premier Inn remains the UK’s favourite hotel brand
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- Figure 22: User profile of Premier Inn, September 2017
- Hilton is the luxury option; could staycationers trade up?
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- Figure 23: User profile of Hilton, September 2017
- Marriott could benefit from boosting awareness
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- Figure 24: User profile of Marriott, September 2017
- Holiday Inn’s reputation will have taken a hit after malware infection
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- Figure 25: User profile of Holiday Inn, September 2017
- Travelodge looks towards premium economy services to boost reputation
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- Figure 26: User profile of Travelodge, September 2017
- Best Western’s independent focus may cause perceptions to vary
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- Figure 27: User profile of Best Western, September 2017
- Low awareness and usage sees Ibis preform relatively poorly
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- Figure 28: User profile of Ibis, September 2017
Launch Activity and Innovation
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- Google Hotel Ads overtakes TripAdvisor for return on adspend
- Travelodge launches its premium economy SuperRooms
- Marriott takes a leaf out of Airbnb’s book
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- Figure 29: Marriott apartment-style hotel concepts in its Element-branded properties, 2017
- Figure 30: Marriott apartment-style hotel concepts in its Element-branded properties, 2017
- Hotel Zetta caters for the tech-savvy
- Airbnb incorporates restaurant bookings
- Hub by Premier Inn
The Consumer – What You Need to Know
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- Proportion of UK consumers staying in hotels remains steady but Airbnb use is growing
- Most consumers still prefer hotels over Airbnb
- Good news for direct bookings; Expedia drops its price match guarantee
- Most domestic holidaymakers book independently but there are benefits to selling packages
- Data is becoming increasingly important for hotels
- In the burgeoning automation era, human interaction still matters
Hotel Stays
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- Proportion of UK consumers staying in hotels remains steady but Airbnb use is growing
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- Figure 31: Types of accommodation used, 2014 and 2017
- Can camping/caravanning present a challenge for budget hotels?
- Two thirds of hotel guests have stayed in a budget hotel
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- Figure 32: Types of hotels used, 2016 and 2017
- Benefits of Airbnb over traditional hotels
- Two thirds of hotel guests are short breakers
- The bleisure trend presents opportunities for UK hotels
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- Figure 33: Purpose of stay in hotel, August 2017
- Preferences for hotels versus Airbnb; most consumers still prefer hotels
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- Figure 34: Types of accommodation used, August 2017
Hotel Research and Booking
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- Good news for direct bookings; Expedia drops its price match guarantee
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- Figure 35: Online research sources, August 2017
- HotelTonight broadens its booking model to allow 100-day booking windows
- TripAdvisor’s review feature helps draw in users
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- Figure 36: Ranking of top OTA apps according to average monthly active users on iPhone and Android phone in the UK, 2016
- Research-to-booking trends – Direct channels and booking.com have the best ratios
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- Figure 37: Online research sources, August 2017
Package Bookings and Booking Lead Times
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- Most domestic holidaymakers book independently but there are benefits to selling packages
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- Figure 38: Package bookings, August 2017
- Seven in 10 book their stay within two months
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- Figure 39: Booking lead time, August 2017
Attitudes towards Data Sharing
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- Data is becoming increasingly important for hotels
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- Figure 40: Data sharing with hotels, August 2017
- Who is open to sharing their data?
- The importance of blending user data and other forms of data
- The growth in mobile presents opportunities to use data for more relevant targeting
Attitudes towards Hotels
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- Despite the growth of automation, human interaction still matters
- Hotel images and their role in choosing a hotel
- Around half of guests feel it is worth paying a little extra for comfort
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- Figure 41: Attitudes towards hotels I, August 2017
- Over a quarter of guests say exercise facilities are important when staying in a hotel
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- Figure 42: Attitudes towards hotels II, August 2017
CHAID Analysis – Attitudes towards Hotels
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- Methodology
- Mobile B2C communication is key for upgrades
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- Figure 43: Target groups based on statements about hotels – CHAID – Tree output, August 2017
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- Figure 44: Target groups based on statements about hotels – CHAID – Table output, August 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 45: Best- and worst-case forecast for the number of hotel trips in the UK market, 2017-22
- Figure 46: Best- and worst-case forecast for the number of hotel nights in the UK market, 2017-22
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