Travel in Great Britain and Ireland: What Hoteliers Should Know

From the Highlands of Scotland to the coastal towns of Ireland, this region offers visitors a unique blend of rustic charm, historic cities, and iconic landscapes.
It's also home to a wide variety of hotels – from centuries-old inns to contemporary urban properties – serving a steady flow of both domestic and international guests.
It's a region with much to offer the traveler. English is widely spoken, demand patterns are shaped by seasonal and cultural events, and travel ties to markets like the U.S., Canada, and mainland Europe remain strong.
For hoteliers, whether you're managing a countryside inn or an urban boutique hotel, the opportunities – and challenges – of this region are closely intertwined.
So what does the travel landscape in Great Britain and Ireland look like today? And what do hoteliers need to know to succeed? Let's take a closer look.
Travel demand: 2025 outlook for the Britain and Ireland
We'd expect travel demand across Britain and Ireland to remain strong in 2025, buoyed by a mix of international tourism, domestic getaways and a growing appetite for regional travel experiences.
The peak travel season typically runs from late spring through to early autumn. July and August are the busiest months due to school holidays and milder weather, though travel volume remains significant throughout the year.
Among the most popular destinations are London, which continues to attract global visitors, as well as Edinburgh, Dublin and historic cities like Oxford.
Also drawing crowds are the Lake District, and parts of the Irish and Scottish countryside, all of them known for their natural beauty. Coastal areas in Wales and Cornwall are gaining traction, especially among domestic travelers.
The region sees significant inbound tourism from the US, mainland Europe (especially Germany and France), and, increasingly, long-haul markets like China and the Middle East.
However, domestic travel remains a crucial demand driver, particularly in areas where larger populations and major cities boost weekend and short-stay travel.
Each country in the region (the UK comprises four constituent parts, with the Republic of Ireland being a separate fifth) presents a slightly different demand profile: England leads in volume, Scotland and Ireland offer strong seasonal appeal, while Wales and Northern Ireland attract a mix of leisure and niche tourism.
Understanding these differences will help you tailor your offerings to shifting travel patterns.
Local travel trends to know
Like last year, travel trends in Britain and Ireland for 2025 reflect evolving traveler preferences and broader societal shifts. London will enjoy plenty of business travelers, of course, but, as with previous years, leisure remains the primary motivation for visits, with cultural exploration, nature immersion and wellness experiences topping the list.​
Iconic attractions such as the British Museum, Edinburgh Castle and Stonehenge continue to draw significant crowds. ​Increasingly, travelers are also seeking out less crowded destinations such as Scotland's Isle of Mull, drawn to their peaceful scenery and authentic local experiences.​
Sustainable tourism is gaining momentum too.
Initiatives like Heathrow Airport's nature reserve tours and the Welsh government's 'weather-proofing' fund for attractions demonstrate a commitment to environmental responsibility, something which resonates with many tourists, particularly younger travelers.
Wellness and nature-based travel are also on the rise.
Visitors seek activities like wild swimming and forest retreats. These align with trends identified by VisitScotland but they apply to rural areas across the whole region.
However, affordability remains a concern. In Scotland, rising accommodation costs have led to a decline in domestic travel, highlighting the need for balanced pricing strategies.
Overall, the 2025 travel landscape in the UK and Ireland is characterized by a blend of traditional tourism and emerging trends focused on sustainability, wellness and authentic experiences.​
The most common types of hotels in Britain and Ireland
The hospitality landscape across the UK and Ireland is rich and diverse, reflecting a long-standing tradition of tourism and a wide range of traveler preferences.
From charming countryside inns to sleek city chains, the region offers accommodation for every style and budget.
Independent hotels and bed and breakfasts remain a staple, especially in rural and coastal areas, whereas international chains dominate the urban centers. However, market saturation is high in many locations, particularly in popular destinations like London, Edinburgh and Dublin.
In this section, we explore the most common hotel types, their role in the market and what makes them attractive to guests.
Independent hotels
Independents continue to play a significant role in the British and Irish hotel sector, particularly in rural and coastal areas.
While exact market share figures vary, independent properties remain prevalent, especially in regions where unique, local experiences are sought by travelers. However, the landscape is shifting; many independent hotels face challenges such as rising operational costs and competition from larger chains. Notably, some independent establishments have closed or been repurposed, indicating a trend towards consolidation in the industry.​
Despite these challenges, certain segments of the independent hotel market are thriving.
The luxury independent and boutique hotel, in particular, has seen increased demand, driven by travelers seeking personalized and unique accommodation.
These properties often command a higher average daily rate (ADR) compared to their mid-market counterparts, reflecting their premium offerings. For instance, luxury hotels in the UK achieved ADRs of £400.18 in July 2023, disproportionately higher than mid-market and budget hotels.
In terms of performance metrics, independent hotels have shown resilience, at least in recent years: from January to April 2023, for example, independent hotels in the UK recorded a 23% increase in Revenue Per Available Room (RevPAR) compared to the same period in 2022, averaging £53, with growth driven by both increased occupancy and higher ADR, indicating a robust recovery in the sector.
Overall, while independent hotels face a competitive and evolving market, those that offer unique experiences and maintain high service standards continue to attract guests and perform well financially.
Bed and breakfasts
Bed and breakfasts (B&Bs) are a beloved and widespread part of the hospitality landscape in the UK and Ireland, particularly in rural areas, coastal towns and heritage destinations.
Unlike independent hotels, B&Bs are typically smaller, owner-operated properties offering a limited number of rooms, a freshly prepared breakfast often included and a more intimate, home-like experience – after all, the owners usually live there too.
There are thousands of B&Bs across the UK and Ireland, from charming countryside cottages to elegant Georgian townhouses.
Notable examples include Easby Hall in North Yorkshire, known for its historic character, and Number 31 in Dublin, a chic, design-led B&B once home to a famed Irish architect.
These properties attract travelers seeking warmth, local insight and authenticity, qualities that continue to give B&Bs a loyal and steady following.
Chain hotels
Chain hotels dominate the region's hospitality sector, particularly in urban centers and near transport hubs. While exact market share figures vary, major chains like Premier Inn and Travelodge have a significant presence, with Premier Inn alone operating over 800 hotels and 72,000 rooms across the UK . This dominance has been bolstered by strategic expansions and conversions of underperforming properties into hotel rooms.
In 2024, the UK hotel industry showed strong performance, with ADR rising to £155.22 in December, up from £151.37 the year before, according to RSM UK. Occupancy also increased slightly year-on-year, while rising costs kept operating profits flat. London hotels saw particularly high demand, with ADR averaging £228.
Alongside the likes of Hilton, Marriott and Accor, which are popular the world over, top hotel chains in the UK and Ireland include:
Premier Inn : The UK's largest hotel brand, known for its extensive network and consistent service.
: The UK's largest hotel brand, known for its extensive network and consistent service. Travelodge : A budget-friendly chain with over 600 properties across the UK and Ireland, as well as Spain.
: A budget-friendly chain with over 600 properties across the UK and Ireland, as well as Spain. IHG Hotels & Resorts : Operates brands like Holiday Inn and Crowne Plaza, with a strong presence in the UK market.
: Operates brands like Holiday Inn and Crowne Plaza, with a strong presence in the UK market. Village Hotel Club : Mid-market to upscale hotels, primarily located on the outskirts of major towns and cities.
: Mid-market to upscale hotels, primarily located on the outskirts of major towns and cities. Britannia Hotels: A budget hotel group with 64 hotels across Great Britain.
These chains continue to shape the hospitality landscape, offering a range of options to cater to diverse traveler needs.
Understanding travel trends and demand empowers hospitality professionals
For anyone working in or around the hospitality industry, understanding travel trends and demand is absolutely essential.
Independent hoteliers, in particular, benefit from insights into where travelers are coming from, why they're visiting and their preferred types of accommodations. This helps to shape everything from pricing to promotions to property investments, regardless of where those bookings come from, whether it's direct or via online travel agencies (OTAs), such as Expedia and Booking.com.
Knowing, for instance, that domestic travel is driving high occupancy in coastal towns or that sustainability is becoming a key factor in guest decision-making will give your property an edge when it comes to attracting and converting guests.
But it's not just hotels that benefit.
Travel agents, airlines, tour operators, cruise lines and even local councils need a clear picture of shifting demand patterns to forecast more accurately and serve their customers better.
If long weekend breaks are becoming more popular in Ireland, say, or if city stays are seeing a resurgence, everyone from regional airports to experience providers can adapt their offerings to match.
The hospitality industry is dynamic by nature. Trends – like remote work fueling midweek travel – can rise quickly and fall just as fast. Demand can be impacted by everything from visa policy changes to global events.
So relying on outdated or infrequent reports just isn't enough.
To remain competitive, hospitality professionals require access to real-time, granular data. This allows you to respond to changing conditions with agility, whether that's adjusting rates, launching campaigns or repositioning offerings based on the very latest insights.
In today's travel landscape, data is the backbone of smart decision-making.
Empower decision making with competitive data insights
Hoteliers across Britain and Ireland face a complex mix of shifting demand, growing guest expectations, and rising costs. Responding to that landscape requires a clear view of what's happening in the market right now.
Lighthouse gives you that clarity. It shows you how demand is trending in your area, how other hotels are pricing their rooms, and where you might be leaving revenue on the table. Whether you're adjusting rates ahead of a busy weekend or tracking how a nearby event is driving bookings, Lighthouse helps you act sooner and more strategically.
With access to live market data and forward-looking insights, you can make informed decisions that protect your margins and keep your hotel in the running, no matter the season.
Stay ahead of demand. Visit mylighthouse.com to see how Lighthouse helps hotels across Britain and Ireland stay competitive, react faster, and convert more demand into bookings.
About Lighthouse
Lighthouse is the leading commercial platform for the travel & hospitality industry.
We transform complexity into confidence by providing actionable market insights, business intelligence, and pricing tools that maximize revenue growth.
We continually innovate to deliver the best platform for hospitality professionals to price more effectively, measure performance more efficiently, and understand the market in new ways.
Trusted by over 70,000 hotels in 185 countries, Lighthouse is the only solution that provides real-time hotel and short-term rental data in a single platform. We strive to deliver the best possible experience with unmatched customer service. We consider our clients as true partners—their success is our success.
For more information about Lighthouse, please visit: https://www.mylighthouse.com.
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This benefits hotels as it allows their systems to: Offer more comprehensive travel solutions : By connecting with external AI agents, hotels can offer bundled packages that include flights, transportation, and local experiences, all coordinated seamlessly. : By connecting with external AI agents, hotels can offer bundled packages that include flights, transportation, and local experiences, all coordinated seamlessly. Reach a wider audience : Integration with diverse AI travel platforms expands the hotel's reach beyond traditional channels, tapping into new customer segments. : Integration with diverse AI travel platforms expands the hotel's reach beyond traditional channels, tapping into new customer segments. Improve efficiency and reduce costs: Automating interactions with AI agents minimises the need for human intervention in routine tasks, freeing up staff to focus on higher-value activities. MCP is a rapidly evolving landscape that can potentially eliminate fragile API integrations, allowing properties to connect with numerous services through a single MCP gateway. Imagine a guest's travel agent AI seamlessly booking rooms, spa services, and dinner reservations by interfacing directly with your hotel's agent. Optimising the agent experience 8Traditionally, websites have focused on the user experience (UX). However, the rise of AI demands a focus on the agent experience (AX) that must consider a different set of technical priorities: AI-accessible inventory: Expose rooms, amenities, and add-ons through GraphQL APIs and enable multi-property package bookings in a single transaction. Expose rooms, amenities, and add-ons through GraphQL APIs and enable multi-property package bookings in a single transaction. Machine-readable content: Replace visual call to actions (CTAs) with annotations, reconsider SEO in the context of how LLMs view your brand visibility, and implement tags for preferential crawling. Replace visual call to actions (CTAs) with annotations, reconsider SEO in the context of how LLMs view your brand visibility, and implement tags for preferential crawling. Agent Experience (AX) design: Develop parallel website versions optimized for API interactions. Semantic consistency and support for multiple data sources, including social and query graphs, are all key. Develop parallel website versions optimized for API interactions. Semantic consistency and support for multiple data sources, including social and query graphs, are all key. Dynamic commission structures: Create lower AI-specific affiliate tiers and offer bulk booking discounts for high-intent agent queries. Transitioning from legacy systems to seize the AI opportunity The transition to an agent-mediated hospitality landscape is not a distant possibility but an accelerating reality. Hotels that delay implementing MCP capabilities and an agent-friendly infrastructure risk significant market share erosion within 12-18 months as AI travel planning becomes mainstream. Forward-thinking properties are already capturing early-adopter advantages through strategic partnerships with emerging AI travel platforms. The challenge now is how quickly hoteliers can transform their digital infrastructure to become preferred partners in the A2A economy, where AI agents will increasingly mediate guest relationships. The journey to an AI-first architecture means hotels must adopt a modern technology stack by: Phasing out on-premise systems with cloud-native platforms offering open API access. Adopting composable data and platform architecture using microservices for easy MCP integration. Considering website SEO and agentic presentation pathways. Retraining staff on AI-assisted workflows, reducing manual data entry. Revamped stacks for the Agentic AI era will drive operational efficiency and real-time channel optimisation by automatically redistributing inventory across the most profitable channels and guest profiles. First-mover hoteliers will help shape the new distribution paradigm and have greater control over their digital destiny in the age of AI.