Indulging in luxury - How popular are high-end stays in Great Britain?
The luxury hospitality sector has been abuzz with news in recent weeks. For instance, Park Hyatt debuted in the UK last month, Indian luxury hospitality group Oberoi Hotels & Resorts is set to follow suit by 2027 and a group of premium travel and hotels brands from Norway workshopped in the UK not too long ago to woo potential customers.
But how many Britons tend to opt for luxury accommodations when traveling?
According to data from YouGov Profiles, which covers demographic, psychographic, attitudinal and behavioral consumer metrics, more than a quarter of all British adults (27%) agree that they “book luxury accommodation when possible.” On the other hand, a larger proportion of them (35%) disagree.
But what kind of vacations do Britons who are likely to book luxury accommodation opt for?
Profiles data reveals that beach vacations are the top choice - at 43%, this group of people are more likely to head to a beach than the general British population (31%). City breaks (35%), visits to friends and family (22%), sightseeing trips (21%) and cruises vacations (19%) follow.
Next, we look at sources of information most popular among Brits, when it comes to choosing destinations.
For Brits who are likely to book luxury stays, friends and family top the list (39%).
However, the difference in preference between this group of people and the general public is the starkest when it comes to sources like review sites (30% vs. 24%), social media (21% vs. 17%), travel/online travel agency websites (20% vs. 16%) and tour operators (17% vs.12%).
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative of the online population and weighted by age, gender, education, region, and race. Learn more about Profiles.
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