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Nearly 60% of consumers said that they were likely to stay in a pub with rooms according to data from CGA Strategy and Stay In a Pub.
Research also showed that 60% of people who have stayed in a pub in the last 24 months say that they would prefer pub stay versus other types of accommodation for the same spend and location.
When asked the reasons for staying in pubs with rooms 60% of consumers claimed that value for money was the main driver.
Alongside this 47% of people said the character of the buildings was a big factor , and 44% of people pointed to the atmosphere.
The 2023 research also highlighted that online presence is essential for pubs, with 37% of consumers using search engines to research their next UK stay, 32% online travel agents like Booking.com and 19% online review sites like TripAdvisor.
Jenn Knott, senior consumer research manager at CGA, said: “Wider CGA research confirms that consumers don’t equate value for money as the ‘cheap’ option but something that is high quality and worth the cost, indicating that investment in accommodation quality has led to a shift in consumer perception.”
Sophie Braybrooke, CEO of Stay in a Pub, added: “This demonstrates the need for sites like Stay in a Pub that exist to support the sector and champion pub stays. Promoting the reasons to stay in a pub through consumer brand and search marketing campaigns drives quality traffic to our website and therefore to the pubs listed.
“These referrals, an average of 50,000 per month, are potential customers who are specifically looking to stay in a pub supporting direct book and customer acquisition strategies.”
