Hotel average daily hotel room rates (ADR) in London 2008-2020

The average daily rate of hotels in London, UK was forecast to be 151 British pounds in 2019. This figure was expected to climb to an estimated 153 pounds in 2020. The Average Daily Room Rate (ADR) is the average price a room is sold for in a hotel or group of hotels (only accounting for the rooms let). It is calculated as room revenue divided by rooms sold.

Hotel performance in London

As the most visited city in Europe, London’s hotel market has been in a prime position for growth and stability. Occupancy rates in London have remained high, and forecasts (also by PwC) suggested only a marginal growth. ADR was also expected to drive Revenue per Available room (RevPar) up. Even with Brexit looming, predictions remain positive. However, should the assumed Brexit deal fall through and there be a disorderly exit from the EU (a ‘no deal’ scenario), predictions would likely be altered.

City vs. the regions

While London takes advantage of persistently high tourist numbers, the hotel market across the rest of the country faces more difficulties with demand. Although ADR in regional cities outside of London has continued to grow, occupancy rates outside of London were forecast to only just remain stable in 2019.

Average daily room rate of hotels in London from 2008 to 2020

Average daily room rate in GBP
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Release date

September 2019


United Kingdom

Survey time period

2008 to 2018

Age group

Supplementary notes

* Forecasts (conducted by PWC based on benchmarking data from STR July 2019).

Average Daily Room Rate (ADR) is the average price a room is sold for in a hotel or group of hotels. Only rooms let are accounted for. Room revenue is divided by rooms sold.

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Statistics on "Hotels in the United Kingdom (UK)"

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