Overview of UK Hotel Booking Trends
SiteMinder’s latest data, based on over 1.5 million reservations at UK hotels for the June to September period in both 2025 and 2026, indicates a stable outlook for the country’s hospitality sector. The report finds that hotel bookings are up 0.7% year-on-year, and the average daily rate (ADR) remains steady at £254, a 0.3% increase from the previous year.
The report also highlights a significant shift in guest behavior, with cancellation rates in the UK falling from 19.9% to 19% year-on-year. This trend contrasts with other European markets, where cancellations are on the rise. The data suggest that guests are showing greater commitment to their bookings, providing hotels with more predictable demand amid global uncertainty in travel.
September: A Standout Month for UK Hotels
September is identified as the most promising month for UK hotels. Bookings for September have increased by 2.7%, with room nights up by the same margin. The ADR for September has risen by 3.1% to £251. Cancellation rates for the month have dropped by 1.75 percentage points to 16.7% year-on-year.
The report also notes an increase in international travelers during September, with their share rising to 46%, up from 42% in the same month last year. This shift suggests that the UK is attracting more visitors from abroad as the summer season progresses.
Detailed Analysis of Booking Data
Further analysis of the data reveals several key trends:
– The ADR remains stable throughout the period, with September leading in rate growth. June and July also show higher rates compared to last year, at £250 and £261, respectively.
– Cancellation rates have decreased in three out of the four months analyzed. July saw a 1.72% drop, and August a 2.28% decrease in cancellations.
– Domestic travelers still make up the majority of bookings, accounting for 56.68% of check-ins across the period. The domestic share peaks in July at 59%, while international visitors reach their highest proportion in August at 47%.
– The UK continues to be a market dominated by short stays, with the average length of stay at 1.71 nights, slightly down from 1.74 nights last year. This trend aligns with broader European data, where the average stay has also declined.
Industry Perspective and Implications
SiteMinder’s VP of ecosystem and strategic partnerships, James Bishop, describes the outlook for UK hotels as stable, with bookings and rates holding steady and cancellations decreasing. Bishop notes that this environment allows hotels to plan with more confidence, even as global travel becomes less predictable.
He also points out that the prevalence of short stays means that revenue growth depends not only on increasing bookings but also on encouraging guests to extend their stays and purchase additional services. The report suggests that hotels that use real-time market data to adjust their offerings may be better positioned to increase revenue amid steady demand.
About the Report
The mid-year edition of SiteMinder’s Hotel Booking Trends report is based on data from the company’s platform, which processes 135 million hotel bookings annually. The report analyses forward bookings for June to September 2026 across 22 major tourism markets in the Americas, Asia Pacific, and Europe.
