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This month, UK hotels have seen room night bookings up by 19% with a 53% increase in turnover from direct bookings, according to new data from hotel marketing group Profitroom.
The data, taken from more than 4,000 hotels between 1 February and 17 February 2021, suggests that guests are “forging ahead with hotel bookings” and looking beyond lockdown to when the hospitality industry officially reopens.
Comparing year-on-year performances across sites, Profitroom found that people are also looking to get away for longer, and are “happy to book more expensive packages”.
The average length of stay has increased by 48%, jumping from 2.1 days on average to 3.1 days, a trend that Profitroom predicts will increase “considerably” as soon as the official date for reopening is given.
Further data highlighted that hotel turnover for direct business is already benefiting, with an average increase already seen of 53% in February. An analysis of year-on-year data also confirms an average daily rate increase of 25%.
Samantha Williams, UK market owner at Profitroom, said: “This time last year, although there were fears about the emergence of coronavirus, few people anticipated the true scale of the pandemic. Consequently, people were still booking hotel stays and summer breaks in February 2020 with confidence.
“Of course, in February 2021 though we’re still in national lockdown with hotel stays presently off limits. Yet it seems, despite this, consumers are confident enough that summer holidays are going ahead to carry on booking. Given the toll of months of lockdown though, it’s hardly surprising that people are keen to get away – and we imagine many are champing at the bit.”
She added: “The fact that people are booking longer breaks also isn’t that overly surprising. Having spent months at home, those who can afford to do so are understandably looking for a longer time away.
“And this is something we expect to increase significantly as consumer confidence surges in the wake of any official Government go-ahead. The huge positive for hotels though, is that it looks like business is already very much on the up – and we urge everyone in the industry to get prepared for a rush of bookings.”
