VisitEngland has just released the latest edition of their Domestic Sentiment Tracker — a monthly report offering valuable insight into how guests are feeling, what they're planning, and what matters most to them when booking a UK getaway.
With 36% of travellers now more likely to choose a UK trip over going abroad (27%), we’re diving into how you can continue to attract more guests to your property.
Both the VisitEngland data and our own customer survey confirm that the cost of living crisis is having a significant impact on the hospitality sector. While the desire to travel remains strong, many guests are tightening their budgets. For instance, 23% say they're actively looking for cheaper accommodation.
So, How Can You Add Extra Value to Your Property Without Lowering Your Prices?
Small gestures can make a big difference. Think about offering perks like complimentary breakfast pastries, late check-outs, or exclusive discounts on local attractions. These thoughtful extras can boost your appeal, making your accommodation appear better value for money without drastically cutting back your profits.
The impact extends to dining too — 23% of travellers are planning to spend less on eating out. By recommending affordable local eateries or cafés, you're helping guests manage their budgets. Offering self-catering options, with appliances, cookware, and tableware, also empowers them to prepare meals themselves and save money.
Additionally, 22% of travellers are seeking more free activities to enjoy during their stay. This is where your local knowledge becomes invaluable. Keep an updated folder or guidebook in your property with details on local events, free attractions, and must-see spots. Or better yet, if time allows, chat with your guests and personally suggest low-cost experiences you know they'll love.
Understanding Why Your Guests Are Looking to Book, Helps Provide a Better Experience
From April to September 2025, the leading reason people are booking overnight stays is to spend quality time with family or a partner, closely followed by the desire to take a break and unwind. Keep this in mind when thinking about how to attract and welcome guests.
While not every accommodation can offer a rural escape like Acorn Glade, there are still many ways to help guests relax and focus on what matters most. Simple touches, like providing essentials such as toilet paper, cleaning supplies, and toiletries mean guests don’t have to worry about picking up basics before they arrive. Including items like a selection of board games can also create memorable, shared moments for families.
Smooth, stress-free experiences matter too. The top reason respondents had for choosing a UK destination was that domestic holidays are easier to plan. A quick and easy check-in, along with clear directions on where to park or how to reach your property, can make a big difference in how guests feel right from the start.
Looking at guest activities, trying local food and drink is the top priority for trips between April and June 2025, while walking, hiking, or rambling takes the lead from July to September. Make sure you’re familiar with the best spots, eateries, and trails in your area so you can give your guests helpful, up-to-date recommendations they’ll appreciate. Adding these on your website or online listing can set you apart from the crowd and highlights your dedication to giving your guests a great experience throughout their trip.
Read the full report here.
