How authentic and alternative accommodations are fuelling the UK traveller
A race to be the first, a desire to live like a local, and a continued focus on value for money – Booking.com reveals what’s driving travellers into original homes, tree houses, boats and beyond
- From accommodations that float, to stays up in the trees, unique property types are a growing trend, with 21%* of UK travellers planning to book a stay in an alternative accommodation in 2019
- Living like a local is key for almost half (43%)** of UK travellers, who believe that staying in a home-type accommodation lets them see areas of a city or parts of a country that they wouldn't have otherwise explored
- A fifth of UK travellers (20%)* want to stay in attractive properties that they can photograph and use on their social media accounts as something they think about when choosing travel accommodation.
LONDON –16 JAN – Ever dreamt of staying in a lodge to observe wildlife in its natural habitat? Or of spending a holiday in an idyllic country house to reconnect with nature? Research from Booking.com has uncovered that one fifth of UK travellers (26%)* plan to stay in one of the aforementioned types of accommodation in 2019.
Booking.com, the global leader in connecting travellers with the widest choice of incredible places to stay, conducted research and coupled it with a trop of its own data and insights to reveal what inspires UK travellers to look further than the familiar and leap into the unknown by selecting alternative places to stay for their next holiday.
Desire to be different
Holidays are an opportunity to break up your normal routine, to try something new and, sometimes, even let it change your outlook. So, it is no surprise that over one quarter of UK travellers (27%)* plan to stay at least once in a unique accommodation like a castle or treehouse in 2019.
Yet, travellers do not only want to feel inspired themselves, they also strive to impress their friends. That is why many travellers are turning to alternative accommodation types as a way of expressing their individuality, with 20%** of UK travellers expressing that they like statement accommodation that is unique so they can seem like a trendsetter.
Furthermore, a fifth of UK travellers (20%)* admit to wanting to stay in attractive properties that they can photograph and use on their social media accounts as something they think about when choosing travel accommodation.
Live like a local
Local style accommodation types can also offer an inspiring change of perspective. It allows travellers to explore the local surroundings of their destination and embrace a home away from home. It gives them the opportunity to find hidden gems only locals would know about and almost half (43%)** of UK travellers agree that staying in a home-type accommodation lets them see areas of a city or parts of a country that they wouldn’t have explored otherwise.
Aside from allowing travellers to explore destinations like locals, alternative types of accommodation can also offer the opportunity of more affordable travel. And with so much of the world waiting to be discovered, this is one major incentive that almost half (44%)** of UK travellers agree with, stating that staying in a home-type accommodation allows them to feel that they are getting the most value for their money.
Joost Vermeulen, Booking.com's Regional Director at Booking.com, explains: “We are seeing a clear trend among UK travellers to try unique types of accommodation and we understand that the perfect stay may look different for each of them. So, whether it’s an icy igloo, a cosy cabin or luxury villa you’re after – Booking.com offers more than 5.8 million instantly bookable homes, apartments and other unique places to stay to make sure that your next special experience is just a few clicks away.”
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NOTES TO EDITORS
*Research commissioned by Booking.com and independently conducted among a sample of 1,982 UK respondents. In order to participate in this survey, respondents had to be 18 years of age or older, had to have travelled at least once in the past 12 months and be either the primary decision maker or involved in the decision making of their travel. The survey was taken online and took place between October 16th and November 12th, 2018.
**Research commissioned by Booking.com and independently conducted among a sample of adults who have taken a trip in the last 12 months/plan to take a trip in the next 12 months. In total 1,000 UK respondents were polled. Respondents completed an online survey between 10th August to 30th August 2018.
Established in 1996 in Amsterdam, Booking.com B.V. has grown from a small Dutch start-up to one of the largest travel e-commerce companies in the world. Part of Booking Holdings Inc. (NASDAQ: BKNG), Booking.com now employs more than 17,000 employees in over 200 offices in 70 countries worldwide.
With a mission to empower people to experience the world, Booking.com invests in digital technology that helps take the friction out of travel. At Booking.com, we connect travellers with the world’s largest selection of incredible places to stay, including everything from apartments, vacation homes, and family-run B&Bs to 5-star luxury resorts, tree houses and even igloos. The Booking.com website and mobile apps are available in 43 languages, offer 29 million total reported listings and cover more than 145,000 destinations in 229 countries and territories