A Diverse Channel Mix Supports Off-Season Sales for British Accommodations

UK hoteliers employ a broad channel mix to promote their accommodation in the off-season, according to findings from the 2026 UK Accommodation Barometer. When asked which channels were most effective for securing bookings in the off-seasons, the leading answer chosen by 82% of hoteliers was online travel platforms, followed by paid search ads and organic reach via own social media channels at 61% each. Paid social media ads ranked next at 57%, with email/newsletter campaigns close behind.

Fewer hoteliers rated more traditional or relationship-based channels as highly, including traditional travel agents, partnerships with direct marketing organizations (DMOs), and partnerships with wedding and event planners. Even so, the least-used channels, such as paid promotions by influencers or travel bloggers and ads in traditional media, were still deemed effective by at least a third of respondents.

This excerpt and infographic have been adapted from the 2026 European Accommodation Barometer. You can download the full report here along with local-language country reports covering the results from 15 of the surveyed countries.