Hotel prices are more important than brands, finds survey

Conducted by Vision Critical on behalf of the discount booking site Hotwire, the survey found that British people are planning on taking more breaks this year, but price is a higher priority than ever.

Out of the 2024 UK adults interviewed in May this year, 91 per cent said that if they found a good deal on their hotel accommodation, the brand of the hotel would not matter.

"Travellers are willing to be flexible on their accommodations in order to score significant savings,” said Fulvia Montresor, senior director of Hotwire. The site, which is operated by Expedia and was launched in the UK this year, allows customers to book discounted hotel rates from unsold inventory, with the hotel name revealed after payment is taken.

Last minute travel​

Hotwire’s new survey also found that more and more people are booking last minute deals in an effort to secure better prices. Some 49 per cent of respondents said they book only two to four weeks in advance, while 18 per cent confirm their holiday plans one to five days in advance.

"It seems like more and more holiday makers are learning the trick to bagging the best hotel deals - waiting a little longer to book," said Montresor.

The survey also found that 58 per cent of UK holidaymakers are planning to take as many holidays as last year, if not more. In addition, 37 per cent of those taking more holidays are taking more short breaks instead of one long trip.