HOTELS - UK - NOVEMBER 2017

HOTELS - UK - NOVEMBER 2017

Dec 2017 Mintel Hotels & RestaurantsN/A Price :
$ 2649

The outlook for the UK hotel market looks promising despite uncertain economic times. The constrained incomes of UK consumers will cause some to holiday in the UK rather than abroad. In addition, inbound trips by foreign tourists are increasing as the weak Pound makes the UK cheaper to visit.

Table of contents
OVERVIEW
What you need to know
Scope of this Report
EXECUTIVE SUMMARY
The market
Positive outlook for the UK hotel market going forward
Figure 1: Total volume forecast of hotel/motel/guesthouse trips (domestic and inbound), 2012-22
Figure 2: Volume forecast of hotel/motel/guesthouse nights (domestic and inbound), 2012-22
Inbound volume to boost UK hotel market
Figure 3: Top 10 inbound markets, by volume*, 2016
The consumer
Proportion of UK consumers staying in hotels remains steady but Airbnb use is growing
Figure 4: Types of accommodation used, 2014 and 2017
Two thirds of hotel guests have stayed in a budget hotel
Figure 5: Types of hotels used, 2016 and 2017
Preferences for hotels versus Airbnb; most consumers still prefer hotels
Figure 6: Types of accommodation used, August 2017
The bleisure trend presents opportunities
Good news for direct bookings; Expedia drops its price match guarantee
Figure 7: Online research sources, August 2017
Data is becoming increasingly important for hotels
Figure 8: Data sharing with hotels, August 2017
In the burgeoning automation era, human interaction still matters
Figure 9: Attitudes towards hotels I, August 2017
What we think
ISSUES AND INSIGHTS
How data is becoming increasingly important for hotels
The facts
The implications
Hotels versus Airbnb; which do consumers prefer?
The facts
The implications
Opportunities lie in the short break market and the bleisure trend
The facts
The implications
Good news for direct bookings; Expedia drops its price match guarantee
The facts
The implications
Benefits of promoting packages to domestic tourists
The facts
The implications
THE MARKET WHAT YOU NEED TO KNOW
Promising outlook for the UK hotel market
Interest rate rises could help staycations
Holidaymakers may cut back on overseas short breaks for staycations
Inbound volume to boost UK hotel market
Top five inbound nations visiting the UK
Increase in inbound especially good for the luxury sector
MARKET SIZE AND FORECAST
Positive outlook for the UK hotel market going forward
Figure 10: Total volume of trips and nights staying in UK hotel/motel/guesthouse, 2012-22
Figure 11: Volume of trips and nights staying in UK hotel/motel/guesthouse, by domestic and inbound visits, 2012-17
Figure 12: Total volume forecast of hotel/motel/guesthouse trips (domestic and inbound), 2012-22
Figure 13: Volume forecast of hotel/motel/guesthouse nights (domestic and inbound), 2012-22
Forecast methodology
MARKET SEGMENTATION
Inbound volume to boost UK hotel market
Figure 14: Top 10 markets, by volume*, 2016
Figure 15: Top 10 markets, by value*, 2016
Data from Expedia reveals high-spending nationalities
Hotel KPIs paint a promising picture looking towards 2018
Figure 16: UK hotels forecast, 2017 and 2018
BRAND RESEARCH
Brand map
Figure 17: Attitudes towards and usage of selected brands, September 2017
Key brand metrics
Figure 18: Key metrics for selected brands, September 2017
Brand attitudes
Figure 19: Attitudes, by brand, September 2017
Brand personality
Figure 20: Brand personality Macro image, September 2017
Figure 21: Brand personality Micro image, September 2017
Brand analysis
Premier Inn remains the UKs favourite hotel brand
Figure 22: User profile of Premier Inn, September 2017
Hilton is the luxury option; could staycationers trade up?
Figure 23: User profile of Hilton, September 2017
Marriott could benefit from boosting awareness
Figure 24: User profile of Marriott, September 2017
Holiday Inns reputation will have taken a hit after malware infection
Figure 25: User profile of Holiday Inn, September 2017
Travelodge looks towards premium economy services to boost reputation
Figure 26: User profile of Travelodge, September 2017
Best Westerns independent focus may cause perceptions to vary
Figure 27: User profile of Best Western, September 2017
Low awareness and usage sees Ibis preform relatively poorly
Figure 28: User profile of Ibis, September 2017
LAUNCH ACTIVITY AND INNOVATION
Google Hotel Ads overtakes TripAdvisor for return on adspend
Travelodge launches its premium economy SuperRooms
Marriott takes a leaf out of Airbnbs book
Figure 29: Marriott apartment-style hotel concepts in its Element-branded properties, 2017
Figure 30: Marriott apartment-style hotel concepts in its Element-branded properties, 2017
Hotel Zetta caters for the tech-savvy
Airbnb incorporates restaurant bookings
Hub by Premier Inn
THE CONSUMER WHAT YOU NEED TO KNOW
Proportion of UK consumers staying in hotels remains steady but Airbnb use is growing
Most consumers still prefer hotels over Airbnb
Good news for direct bookings; Expedia drops its price match guarantee
Most domestic holidaymakers book independently but there are benefits to selling packages
Data is becoming increasingly important for hotels
In the burgeoning automation era, human interaction still matters
HOTEL STAYS
Proportion of UK consumers staying in hotels remains steady but Airbnb use is growing
Figure 31: Types of accommodation used, 2014 and 2017
Can camping/caravanning present a challenge for budget hotels?
Two thirds of hotel guests have stayed in a budget hotel
Figure 32: Types of hotels used, 2016 and 2017
Benefits of Airbnb over traditional hotels
Two thirds of hotel guests are short breakers
The bleisure trend presents opportunities for UK hotels
Figure 33: Purpose of stay in hotel, August 2017
Preferences for hotels versus Airbnb; most consumers still prefer hotels
Figure 34: Types of accommodation used, August 2017
HOTEL RESEARCH AND BOOKING
Good news for direct bookings; Expedia drops its price match guarantee
Figure 35: Online research sources, August 2017
HotelTonight broadens its booking model to allow 100-day booking windows
TripAdvisors review feature helps draw in users
Figure 36: Ranking of top OTA apps according to average monthly active users on iPhone and Android phone in the UK, 2016
Research-to-booking trends Direct channels and booking.com have the best ratios
Figure 37: Online research sources, August 2017
PACKAGE BOOKINGS AND BOOKING LEAD TIMES
Most domestic holidaymakers book independently but there are benefits to selling packages
Figure 38: Package bookings, August 2017
Seven in 10 book their stay within two months
Figure 39: Booking lead time, August 2017
ATTITUDES TOWARDS DATA SHARING
Data is becoming increasingly important for hotels
Figure 40: Data sharing with hotels, August 2017
Who is open to sharing their data?
The importance of blending user data and other forms of data
The growth in mobile presents opportunities to use data for more relevant targeting
ATTITUDES TOWARDS HOTELS
Despite the growth of automation, human interaction still matters
Hotel images and their role in choosing a hotel
Around half of guests feel it is worth paying a little extra for comfort
Figure 41: Attitudes towards hotels I, August 2017
Over a quarter of guests say exercise facilities are important when staying in a hotel
Figure 42: Attitudes towards hotels II, August 2017
CHAID ANALYSIS ATTITUDES TOWARDS HOTELS
Methodology
Mobile B2C communication is key for upgrades
Figure 43: Target groups based on statements about hotels CHAID Tree output, August 2017
Figure 44: Target groups based on statements about hotels CHAID Table output, August 2017
APPENDIX DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX MARKET SIZE AND FORECAST
Forecast methodology
Figure 45: Best- and worst-case forecast for the number of hotel trips in the UK market, 2017-22
Figure 46: Best- and worst-case forecast for the number of hotel nights in the UK market, 2017-22

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