UK: Direct hotel bookings gain ground

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Perception of hotel websites offering best rates rises to 32%, while trust in OTAs declines to 36%

Mar 31, 2025

A recent survey conducted by insight agency BVA BDRC reveals shifting dynamics in the hotel and travel industry, highlighting a notable rise in domestic business travel intentions and evolving traveler preferences in booking behavior. While leisure travel remains steady with a continued preference for city breaks, the growing belief that hotel websites offer the best rates is reshaping how both business and leisure travelers approach their bookings – gradually reducing reliance on Online Travel Agencies (OTAs).

Key takeaways

Domestic business travel on the rise: The number of domestic business travelers who have booked or are likely to book has increased steadily over the past two years.
City breaks remain popular: City breaks continue to be the leading motivation for leisure travel, despite a slight shift toward beach and resort holidays.
Booking intentions vs. pre-bookings: While pre-bookings for leisure and overseas travel have declined, more travelers express high likelihoods of future bookings, suggesting a more last-minute booking trend.
Direct booking gaining ground: The perception that hotel websites offer the best rates has risen to 32% (from 28% in 2018), while confidence in OTAs dropped to 36% (from 41%).
Generational differences: Gen X travelers still favor OTAs (45%) over hotel websites (26%), whereas other demographics show increasing preference for direct booking.
Top hotel websites: Premier Inn leads in brand website traffic, followed by Booking.com, Travelodge, Hilton, and TripAdvisor. Premier Inn also leads in leisure and business booking activity.
Convenience still key: While hotel sites gain traction through direct booking campaigns and loyalty offers, OTAs continue to dominate in convenience and one-stop shopping experiences.
Industry insight: BVA BDRC’s Fiona von-Hinten highlights the growing consumer savvy in comparing options and the need for hotel brands to enhance the convenience and features of their booking platforms.