Direct Bookings Surge in UK Hospitality Sector: A Shift from OTAs

A new study by BestBookDirect.com shows that direct bookings are showing robust growth in the UK hospitality sector, with an average annual growth of 7%. This trend is primarily driven by brand loyalty, ease of use, and the perceived quality of information on provider websites, as opposed to Online Travel Agents (OTAs).

Preference for Direct Bookings

The study revealed that 78% of the respondents preferred direct bookings due to brand loyalty. Customers often returned to their favored hotels or holiday providers, attracted by loyalty rewards such as discounted rates or complimentary extras such as free nights or a welcome gift. Apart from brand loyalty, 45% of the respondents found the provider’s websites easier to use and appreciated the quality and quantity of information available compared to OTA websites.

Why Some Still Prefer OTAs

Despite the preference for direct bookings, the study also revealed that OTAs are still popular for bookings that require several different elements, such as flights, hotels, and car hire, which can all be bundled into a single package. Around 66% of the respondents preferred OTAs, especially when traveling outside the UK.

Industry Experts’ Take

Chris Cottam, Head of Digital Operations at BestBookDirect.com, confirmed the growth trend in the UK-based direct bookings market. Cottam emphasized that hoteliers must establish a well-recognized brand and allocate a substantial initial advertising budget for this strategy to succeed. He also pointed out that increasing direct bookings can free up considerable revenue and decrease the overall CPOR (cost per occupied room) for hoteliers in the long term.

About the Study

The data is the result of a study conducted on a random sample of 1,000 website visitors to BestBookDirect.com over two months in Spring 2025. The study aimed to understand the factors influencing people’s booking preferences when deciding between a large OTA or making a direct booking.