UK hotels are benefiting from a marked increase in demand for holiday packages according to the latest research from the Expedia group, the world’s largest online travel company. Travel demand for holiday packages to the UK increased by a fifth in the first quarter of 2014 when compared to the same period last year.
The Expedia group data from Q1 2014 showed that guests booking a package (flight or car, plus hotel) stayed a day and a half longer on average and booked more than three weeks further in advance than guests booking standalone (room only) hotel rooms.
During the first quarter, package guests to the UK stayed more than three nights on average, whereas travellers booking standalone room nights stayed just over one and a half. Package guests also booked nearly a month and a half in advance, whereas guests booking a standalone room night waited almost a month later to book.
Build a strong base of customers
Isabelle Pinson, Expedia’s senior director of market management for Northern Europe, said: “Expedia packages are a great way for UK hoteliers to build a strong base of customers. Our data shows travellers booking holiday packages plan and book their trip almost a month further in advance, they stay more than a day longer and we also know cancellation rates are lower – that has a direct impact on a hotels’ bottom line.”
Ms Pinson continued: “We encourage our hotel partners to discuss the options available for package offers, particularly in the build up to a busy summer, after a winter punctuated with poor weather. With several airlines announcing new routes into the UK recently, this is a prime time to consider holiday package offers.”
Increase brand awareness and compete
Louise Leisk, Sales Director Leisure for Apex Hotels Ltd said: “It’s crucial for Apex Hotels to increase brand awareness and compete with the larger hotel chains on a global scale. Participation in the packaging initiative has helped us grow our international business through the Expedia channel. With new flight routes being added to key cities, such as London and Edinburgh, it enables us to capture new consumer markets.”
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