UK hotels see 53 per cent increase in direct turnover for Feb

UK: Hotel booking data from Profitroom reveals a 19 per cent increase in room nights booked between 1-17 of February, with a 53 per cent increase in direct business so far for the month.

The data, compared to a year-on-year performance, also reveals an increase in the average length of stay from 2.1 to 3.1 days. Profitroom expects this to increase further following the Prime Minister’s announcement of a May reopening for hotels.

Average daily rates are also increasing by 25 per cent as travellers look to buy more expensive packages across a longer stay.

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, it seems 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.

“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 an 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.”

She added: “Hotels, having suffered for so long, are likely to see a big jump in revenue thanks to people wanting to treat themselves post-lockdown – be that by adding extras and partaking in experiences, upgrading their room choices or simply booking longer stays. Hotels should be preparing themselves for high demand and we encourage everyone to focus on their processes in anticipation of this – while ensuring that their booking engines are open now and ready to take bookings.”

In summer last year, Williams wrote an article for Boutique Hotel News outlining five ways that hotels can improve direct bookings post-pandemic. You can read the full article here.

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