Hotel management platform independent hotels, RoomRaccoon, has uncovered year-on-year shifts in booking behaviour channel mix, and add-on revenue, offering a clear lens into the changing dynamics of Europe’s summer travel scene.
Drawing on data from more than 600,000 bookings from 2000 independent hotels in the UK, the Netherlands, Belgium, Germany, Spain, and Portugal from June to August, the report revealed that in the UK, hotels-maintained occupancy rates of around 66% in 2025, broadly in line with the previous year.
While ADR softened slightly, hoteliers are finding smarter ways to offset revenue gaps.
Ancillary revenue proved a winning strategy, with late check-outs and early check-ins generating more than £900K alone.
Guests also indulged in luxuries, from champagne sales topping £370K to luxury hampers adding over £270K. Yet, the nearly 9,000 gluten-free meal requests left unmet highlight a clear missed opportunity for monetisation.
Other findings include:
- Direct bookings take the lead in the UK: Unlike most European markets where Booking.com dominates, the UK is one of only two countries where direct bookings overtook OTAs in 2025, cementing hoteliers’ ability to drive guest loyalty and retain revenue. Direct bookings accounted for the largest market share, with Booking.com in second place.
- Guests are booking much earlier: In 2025, the average booking period was 70 days in advance, which is 27 days earlier than in 2024. This trend provides hoteliers with greater visibility of demand, allowing them to plan staffing more effectively and more effectively target their marketing efforts.
- Summer peaks in July: While most European markets peaked in August, UK hotels experienced their highest occupancy rate (68%) and revenue per available room (RevPAR) in July (£96), highlighting a different seasonal trend.
- Short stays dominate: Like much of Northern Europe, the UK is short-stay heavy, with 88% of trips lasting just 1 or 2 nights. This trend challenges hoteliers to maximise per-guest spend during shorter stays through food and beverage, spa packages, parking, and room upgrade offers.
Tymen van Dyl, the CEO and founder at RoomRaccoon, said: “Travellers to the UK are booking earlier, favouring direct channels, and happy to pay for little luxuries that make a short break feel special. For independent hoteliers, this is a moment to capture loyalty, maximise per-guest spend, and ensure no upsell opportunity goes to waste.”
