VisitBritain campaigns fuel UK hotel growth

Figures from the Expedia group shows UK hoteliers experienced strong growth in 2017, helped by a significant rise in hotel demand from international visitors.

London accounts for 40% of the total market share, but several other UK destinations witnessed encouraging year-on-year growth.

Demand for the capital remained strong, up almost 20% year-on-year, while Surrey increased by almost 40%, and Scotland’s Highlands and Islands, Oxford and Yorkshire, all increased by around 35% year-on-year.

Travellers from Spain were up almost 150%; Brazil was up 110%; and Argentina rose 105%, according to the online travel company.

Other strong growth was seen from Ireland (85%), Mexico (85%), India (70%) and Poland (+60%).

Krishan Kadodwala, one of Expedia’s market management directors for UK and Ireland, said: “Overall our UK hotel partners enjoyed impressive growth across the board in 2017, which is hugely encouraging – the UK as a destination of choice is on the rise.

“Our data reveals that we are successfully working with our hotel partners to increase demand from key international markets where visitors are more likely to spend more on rooms and other services, as well as stay longer.”

He added: “In 2017, hoteliers benefitted from a strong marketing campaign from VisitBritain, highlighting a range of events and activities across the nation which no doubt contributed towards a rise in visitors choosing to holiday in the UK.

“With two royal weddings set to take place this year, 2018 is certainly shaping up to be another good year for the UK market.”

The figures show the average daily rate (ADR) for hotel rooms in the UK rose overall, notably with travellers from India, Poland, Australia and Austria.

Travellers from UAE, India, Poland and China booked their stays with the shortest booking window (less than 25 days), while travellers from New Zealand and Australia (65 days) booked the farthest out, followed closely by Austria (63 days), Brazil (55 days), Germany (55 days) and Canada (53 days).

The Expedia group includes online travel brands, such as,, Trivago, HomeAway and ebookers.

Top UK destinations 2017 – according to the Expedia group:

  1. London
  2. Edinburgh
  3. Manchester
  4. Birmingham
  5. East Midlands
  6. Glasgow
  7. Yorkshire
  8. Liverpool
  9. West Midlands
  10. Hampshire