A new report by SiteMinder has found that UK travellers favour direct hotel bookings and selective upgrades, while remaining more cautious about AI than their global counterparts.
According to new research from SiteMinder, hotel commerce platform, UK travellers are becoming more purposeful in how they research, book and spend on accommodation.
The report titled, SiteMinder’s Changing Traveller Report 2027, based on more than 12,000 travellers across 14 of the world’s largest tourism markets, reveals that value for money has been found to be the leading reason UK travellers would return to a hotel, cited by 71.9%, compared with 65.7% globally.
Location follows closely at 68%, significantly above the global average of 51.5%. When choosing between properties in the first place, location becomes even more decisive, ranking as a top-three consideration for 73.1% of UK travellers, compared with 58.0% globally.
Yet the focus on value does not mean simply choosing the cheapest option. Four-in-ten (40%) of UK travellers expect to choose a Superior Room on their next stay, compared with 34% globally, while 30% would pay extra for a balcony
The findings point to a UK traveller willing to upgrade selectively, provided the additional spend delivers something tangible.
UK travellers are also relatively more traditional than the global average in how they find and book accommodation. A quarter (25.4%) begin their accommodation research through a search engine, compared with 20.1% globally.
While booking websites and apps remain the most popular booking method at 39%, 21% expect to book through a property’s own website, compared with 16% of travellers globally.
Among UK travellers who prefer booking websites or apps, 63% cite the ability to easily compare prices and deals as a reason for doing so, 13 percentage points above the global average. Almost half (47%) say they use these because they trust the platform and know how to use it.
At the same time, the UK remains considerably more cautious about AI-led travel than the wider world. Just 2.1% of UK travellers currently begin their accommodation research with an AI assistant, compared with 7% globally, while 1.8% expect to book accommodation using an AI assistant or agent in 2027, against 5.9% globally.
“UK travellers aren’t stepping away from travel, but they are becoming increasingly clear about where the value lies,” says James Bishop, Vice President of Ecosystem and Strategic Partnerships at SiteMinder.
“What stands out is that value doesn’t necessarily mean spending less. Whether it’s paying for a better room or a balcony, Brits are willing to spend where they can see a clear benefit.”
“For hotels, that makes how they communicate value increasingly important. Being visible at the research stage, making clear the unique advantages of their property and giving guests compelling reasons to upgrade can all help turn increasingly deliberate decision-making into revenue.”
The report also revealed a distinctly pragmatic attitude among British travellers choosing well-known hotel groups and chains. Competitive pricing and value for money is a top-three reason for choosing a chain for 79% of UK respondents, compared with 65.0% globally, while 85.0% cite consistent quality and service.
By contrast, only 19% of UK travellers cite loyalty-program benefits, compared with almost 31% globally.
This contrasts with a wider global shift towards memorable experiences. Globally, 39% of travellers say a memorable experience would make them return to a hotel, up from 36.7% last year.
Among British travellers, the figure is 30%, with more pragmatic concerns such as value, location and staff and customer service all ranking considerably higher as reasons to return, with less of a focus on subjective experiences.
The findings come as travellers globally show a strong desire to continue travelling in 2027 despite becoming more deliberate about how they do so, especially as across the 14 markets surveyed, 41% report a stronger desire to travel next year, even as more plan to stay closer to home, stretch their budgets and book at the last minute.
