Regional hotels ‘bounce back’ ahead of London, research finds

Hotel and accommodation in London may “continue to reel” from the effects of the pandemic, while regional hotels will bounce back faster, according to the latest research from SiteMinder. 

According to its latest World Hotel Index, booking momentum across the UK as a whole is currently at 64% of its 2019 levels, which is almost 11% above the global average. 

Momentum across London has fared worse, however, and is currently 33% below the year before. 

There has instead been a shift to regional destinations, which was “further emphasised” by data from accommodation agency Pitchup.com.

The group has seen “strong” bookings growth in regional UK locations since restrictions were lifted, recording a 67% increase in annual growth in July for destinations outside of London.

James Bishop, SiteMinder’s senior director of global demand partnerships, said the findings “reflect the behaviours and preferences of the new traveller”.

He said: “The reality is that after locking down for some time earlier in the year, the call of the countryside or a coastal staycation has been strong for locals since accommodation businesses reopened on 4 July. 

“Our recent research tells us that travellers today in many cases are seeking a return to nature, away from large crowds, and as a result, a location’s remoteness is now a key factor as they choose their accommodation.”