Right now, both guests and accommodation owners are feeling the pinch, and it’s clearly shaping how people travel. Guests aren’t necessarily cancelling trips, but they are cutting back on extras. At the same time, operating a hospitality business is becoming more expensive. Rising wages, energy bills, and general costs are tightening margins, so every booking needs to work harder.
Doing More with Less
Meals out, upgrades, and add-ons are no longer a given. Even for days out, recent BBC reporting highlights that many middle-income families have less to spend and are making the most of what’s available, often choosing free or low-cost activities that still deliver a great experience. As a result, guests are prioritising comfort, good value, and honest pricing with no surprises. For accommodation providers, this makes it essential to be transparent about what’s included and to clearly communicate value before a booking is made.
Staying Visible
Online visibility is also more important than ever. Whether through OTAs like Booking.com and Airbnb, search engines, or social media, your digital presence plays a key role in attracting new guests. Many operators no longer have full control over how their brand appears in search results, with algorithms and AI summaries influencing what potential guests see first. This makes it even more important to clearly showcase what sets you apart. Strong visuals, whether that’s high-quality photography, standout features, or positive guest reviews should be central to your marketing.
Feedback is Key
While performance metrics such as occupancy and revenue remain critical, it’s equally important not to lose sight of the human side of the business. Heather Sandlin at Hotel Owner explores the most important KPIs for hotels in 2026, and makes an important point on gathering the ‘why’ behind each statistic.
She writes, “qualitative feedback from guests and staff offers invaluable context that numbers alone cannot capture. Establishing a balanced scorecard approach ensures you’re not solely focused on financial outcomes but also on the intangible elements that contribute to your hotel’s reputation and long-term viability”. Running a business is tough work and it’s easy to get caught up in the day-to-day tasks, but making a considered effort to listen to the opinions of those who work at, and experience your accommodation will allow you to offer even better service.
Literary-Inspired Getaways
Finally, there’s an emerging trend worth noting: the rise of the literary getaway. According to Skyscanner’s 2026 report, 40% of travellers they spoke to ‘will lose themselves in a good book’ and 49% ‘have booked, or would consider, a trip inspired by literature’. Travel inspired by books and storytelling is gaining momentum, with many guests seeking experiences linked to literature and culture. From themed stays to curated reading spaces, this trend presents an opportunity to tap into local stories, heritage, and cultural connections, offering something distinctive without significant additional cost.
In a market where both guests and operators are under pressure, the focus is shifting. It’s no longer about offering more, but about offering the right things; clearly, honestly, and with genuine value.
