UK hotels are experiencing a significant surge in bookings for the festive season, with reservations for 21-25 December up 24% compared to last year, according to SiteMinder, a global hotel distribution platform.
The rise is largely driven by international travellers, whose bookings now account for 34% of the total, up from 31% in 2023. France, Italy, Germany, Ireland, and Spain have emerged as the top source markets driving this growth.
James Bishop, SiteMinder’s Vice President of Ecosystem and Strategic Partnerships, highlighted the UK’s enduring appeal. "These latest figures underscore the UK’s status as a leading global destination," he said.
"London remains one of the world’s cities of choice for travellers looking for an exceptional New Year’s experience."
Longer stays and early planning shape festive trends
The data reveals a shift in traveller habits, with both the length of stay and booking lead times increasing. Guests are staying 6% longer, with average stays rising from 1.98 to 2.10 days for Christmas week.
Booking lead times are also up 6.5%, extending from 73 to nearly 78 days.
Bishop explained that these changes point to travellers planning their visits more meticulously. "Our data on length of stay and lead times suggests that guests at UK hotels increasingly seek engaging local experiences this festive season and are planning ahead to get the most from their stay," he noted.
London hotels, in particular, are set to benefit from this trend. Reservations for the New Year period (28-31 December) are up 18% year-on-year, with guests staying 8% longer on average.
Personalised experiences key to success
As the festive season approaches, UK hoteliers have an opportunity to maximise revenue by catering to evolving traveller expectations.
The Changing Traveller Report 2025 by SiteMinder found that 87% of global travellers are willing to spend on extras such as breakfast, room size, and views, while 80% are seeking on-site experiences.
Bishop emphasised the importance of personalisation in meeting these demands. "To reap the full rewards of this positive development, UK hoteliers must ensure they are offering their guests personalised, seamless experiences," he advised. "This will not only boost revenue but also foster lasting loyalty and positive reviews."
With Christmas and New Year’s celebrations on the horizon, the UK’s hotel industry appears poised for a prosperous holiday season.
By delivering tailored and memorable experiences, hoteliers can ensure a strong finish to 2024 and lay the groundwork for a successful 2025.
