How British Accommodations Tackle the Shoulder Season

UK hoteliers deploy a mix of digital and pricing-led strategies to encourage year-round occupancy, according to findings from the 2026 UK Accommodation Barometer. Discounting stands out as a clear strategy: three in four (73%) find that special rates and bundled packages deliver results, in line with the EU average (72%). Adjusting booking and cancellation policies is also highly valued, effective for 63% of operators. Digital platform partnerships are also widely used, and effective for 60% of UK hoteliers, though they are more popular with EU accommodation providers (69%). Hosting events and expanding weather-independent amenities see less traction, with over 40% of UK accommodations not pursuing either strategy.

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.