After asking guests across the UK to kindly answer a long list of questions on their accommodation preferences, we were able to analyse the data on their expectations. For many of the questions, guests could select all the options that were reflective of their usual choices. Join us as we take a closer look at these results to gain a better understanding of the hospitality market with lots of valuable insights based on real data.

Overview of UK Hospitality Guest Preferences 

Looking into what different people like when they stay in hotels in the UK shows us a lot about what's important to them. By using a survey, we get some valuable insights into their preferences, such as what locations they're seeking out, and what kind of extras or amenities are available. Whether someone is traveling for work or for fun can really change what they're looking for in a hotel, guest house or holiday cottage - like if there's a swimming pool, great access to transport links or if they can bring along their dog. This peek at guest preferences helps us understand better why people pick one place over another to stay during their travels. 

Key Insights from the Survey - Why Are Guests Travelling in the First Place?

88% are taking the time to enjoy a holiday or for leisure activities. 25% are using their accommodation to visit family or friends and 29% are travelling for business. In the years since the height of the pandemic, where we were all restricted from taking a trip abroad, international holidaying could have completely overshadowed domestic travel now we’ve resumed to relative normality. However, with most guests in this survey choosing to book accommodation for holiday or leisure purposes, it shows there’s still the market to offer great UK accommodation to holidaymakers. It’s also worth noting that 12% of the guests we surveyed were from overseas highlighting that inbound tourists are now very much considering the UK as a must-see destination.

Respondent Demographics - Who's Staying Together?

Couples top the results with nearly 50% of respondents saying they booked an overnight trip with a partner. Solo travel is also a popular choice with 40% of respondents saying they’d book themselves somewhere for a trip alone and 36% said they'd go away with a group of friends. There are obvious, simple changes you can make depending on the size of the party like leaving fewer or extra tea bags in welcome packs, but are there other ways to tailor your guest experience to these different crowds?

For groups why not offer welcome hampers of treats and snacks paired with a great bottle of wine to get the party started. For couples you may want to leave suggestions for great local eateries and romantic viewpoints. And for solo travellers, perhaps ensure you’ve provided plenty of the basics like toiletries and towels so it’s one less thing for them to fit in their luggage.

Where Do Guests Typically Prefer to Stay?

Cities and Large Towns are the Top Choices

When people are looking for a place to stay overnight, they often pick big cities and towns. These places have everything you need and make things easy for hotel guests. 75% of guests said they’ll look to book somewhere in urban locations and it's easy to see why when they're easy to get around, packed with places where you can grab a bite or catch some entertainment, and there's always something going on. With all these amenities at their fingertips and great accessibility, it's no wonder people love staying here. If you own accommodation in a city or town, what do you focus on providing for your guests so they're able to make the most of their surrounding area? Is it a sumptuously soft bed that will let them get some rest after a long day exploring or perhaps a check-in service that accommodates for arrival at all hours?

The Appeal of Seaside and Coastal Areas

69% said they’d search around seaside and coastal areas. As these areas boast plenty of attractions along with beautiful landscapes, there’s no doubt that they appeal to a wide demographic looking to make the most of their time away close to the sea. If your property is on the coast, consider what experience your guests are searching for. Whether they're looking for adventure along the piers of a seaside town or long, chilled-out walks along sandy beaches this should be reflected in your accommodation.

Sometimes Guests are Looking for a Little Calm

47% said they usually book somewhere in a countryside or rural location and 28% would choose somewhere in a small town. Whilst less popular choices on the whole, it’s a great indicator that emphasising the unique appeal of your accommodation and surrounding area will pique the interest of potential guests. Take the time to ensure your listing details local amenities and hotspots that will drive the desirability of your listing and give your guests plenty of reasons to stay.

Booking Preferences and Behaviors - Checking Cleanliness, Amenities & Experience

When people decide where to stay, they often look at big websites like Google and other online spots. They may cross reference reviews on sites such as TripAdvisor or take to social media. A good net promoter score is a highly influential way of convincing a guest to book with you and can be a type of social proof that reassures them they're making a good decision. The logic is, if a similar guest had a good experience a month ago then surely they will too. 

What Popular Platforms Do Guests Use to Book Their Accommodation?

82% of respondents said they booked through booking.com. 38% stated they would book directly with the property itself and equally 30% went through TripAdvisor. Other booking methods included Airbnb, Expedia, Vrbo, Hotels.com and Trivago. These sites make things super easy by giving a bunch of choices for hotel guests to pick from. With everything so accessible and simple to use, potential guests can quickly look at prices side by side, check out what others have said in reviews, and book their stays without a hitch. 

Using these platforms makes the whole process smoother for guests and really helps improve the customer experience when making bookings. It goes to show that it really is worth advertising your accommodation through online travel agents but if that doesn’t suit your business, learning how to compete with them effectively will be key to your success. Learn how best to do this with our blogs in partnership with freetobook.

Communicate Clearly via Email, Text or Chat 

Whatever you decide to use for your bookings, making the booking process easy to navigate and quick to complete is essential to win customer trust. Once booked, it’s also great to install a clear communication channel with your guests prior to their arrival. You can send them details on how best to find you, lay down any house rules and provide support should they have any concerns. Not only does it offer you the chance to inform guests but shows you have customer care at the heart of your business.  

What Type of Accommodation Do Guests Look For?

Hotels are the Primary Choice

83% said they book Hotels whilst 38% would opt for Self-Catering. 25% will book a B&B or Guest House and 21% like to stay in an Airbnb or similar.  

Price Sensitivity Among Guests

When it comes to picking a place to stay, how much things cost really matters to guests, especially now when everyone is feeling the pinch from the cost-of-living crisis. Although there’s clearly differing tastes in what type of accommodation guests prefer to book, 55% would typically go for mid-price accommodation and 36% would choose more affordable accommodation. It’s clearly important to the vast majority of guests that their choice of accommodation is value for money and appeals to a set budget rather than splashing out on something more expensive. 

To keep up with what travelers want, hotels should make sure their mid-priced rooms are top-notch when it comes to comfort and service. This means keeping things clean and tidy all the time; being quick to help out guests whenever they need something; and ensuring there’s plenty of appropriate amenities so everyone feels like they’re getting great value during their stay.

Tailor Experiences for Different Types of Guests

Curating your experience to fit your demographic means guests will likely be happier and stick around as loyal customers. Listening to what guests say on social media or through email feedback will give even more valuable insights. By focusing on these details tailored towards specific traveler needs, accommodation providers not only stand out from the crowd but also ensure those who stay with them leave with great memories. 

Should You Go Pet-Friendly?

In recent years, there’s been a surge of accommodation providers offering up dog-friendly rooms, holiday cottages and guest houses. In our survey, 64% of those who owned a dog said they expected their dog to be able to stay for surcharge. It’s worth keeping this in mind if you’re looking to expand your options. Despite the fact you will have to accommodate for this change (45% of dog owners expected there to be dog products available at their accommodation) and increase your housekeeping routines, there’s definitely the opportunity to move in this direction if you choose to.

Making Use of Feedback for Improvement

Gathering feedback from guests is super important for hotels to figure out what needs to get better and make the whole experience nicer for everyone. Using a smartly put-together hotel feedback survey template can really help dig into what guests liked and didn't like. With a detailed feedback survey, you can ask people about all parts of their stay - how comfy their room was, if it was clean, how they found the service from staff, and what they thought about the facilities and extras. Looking at this info helps hotels see where they're doing well and where there's room to do better. On top of that, using social media sites and online review spots lets hotels keep up with what people are saying after their visit.

When hotels pay attention to these reviews and reply quickly in a friendly way, it shows they care about making things right for guests. By putting effort into asking for guest opinions through surveys or online chats—and then actually using those insights—hotels can fix issues that matter most. This leads not just to happier stays but also makes folks more likely to come back again.

Other Strategies for Enhancing Guest Satisfaction 

For starters, it's important no matter the size of your team, to ensure all staff are well trained. This way, they know how to offer top-notch service and go above what guests expect. When employees know how to quickly deal with any requests or problems, it makes a big difference. 

Next up, keeping the hotel looking sharp is key. This means clean rooms that are in great shape, modern amenities for everyone to use, and making sure everything's easy to get to. On another note, getting tech-savvy helps a lot too. Whether you've chosen to use online booking systems, you're delving into QR codes and chatbots powered by AI or your own bespoke booking system, knowing your way around each component not only makes things smoother but also adds convenience for guests. 

And don't forget about adding that personal touch! Offering special deals or little extras tailored just for them can really boost guest happiness. By putting these ideas into action, guest satisfaction should soar because people will remember their awesome experiences which could turn them into loyal and hopefully returning customers. 

In Conclusion:

No matter where your accommodation is based, what your guests plan to do during their stay or where you advertise, the key takeaway from this data is to identify who your own typical guest for your own benefit and theirs. Are they a large group of friends looking for a coastal holiday where they can enjoy water sports and keep the party going until the small hours? Or are they a solo business traveller who needs a fuss-free base that’s close to the city centre from which they can easily access public transport links? Pinpointing who they are will lead you to understand what they need and what they expect. Don’t be shy in asking for reviews or feedback, it will help you grow your business and provide a better experience. This keeps them ahead in a fast-changing industry. In short, if hospitality businesses focus on meeting guest expectations and constantly try to make their stay even better, they're setting themselves up for success. 

If you've not already, take a look at what your guests think of your accommodation on Tripadvisor and Google.