Hotels and consumers: Guest expectations and how to meet them in 2025

This exclusive research report explores consumers’ engagement with the UK hotel market, what they expect during their stay, and how hoteliers can make the most of the opportunity.

Both domestically and abroad, the demand for accommodation remains high, with 78% of consumers having stayed in a hotel in 2024.

But guests’ engagement with hotels is evolving. With more discovery tools at their disposal than ever, and plenty of choice when it comes to the type of accommodation they want to stay in, it’s vital for hoteliers and operators to understand guest behaviour to stay ahead of the game.

This report, produced in partnership with CGA by NIQ, surveyed over 3,000 British consumers to provide a deep dive into what it is guests are looking for when booking a stay in a hotel; including how often, and for what reasons, guests are staying in UK hotels, their engagement with F&B during their stay, and the factors that influence their choice of hotel when booking a stay.