UK holiday survey: booking accommodation direct through hotel website 2007-2017

This statistic illustrates the share of UK holidaymakers that planned to book holiday accommodation direct with the hotelier in the United Kingdom, according to surveys conducted in 2007, 2012 and 2017. The results of the survey show an increasing trend in holidaymakers planning to book direct with hotels, rather than via an online travel agency or traditional travel agent; In 2017, 37 percent respondents of planned to book direct compared to 17 percent ten years ago.

Share of holidaymakers planning to book accommodation directly with hotelier from 2007 to 2017

Share of respondents
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Release date

June 2017


United Kingdom

Survey time period

2007, 2012 and 2017

Number of respondents


Special properties

UK adults who will holiday in the UK

Supplementary notes

* 2017 respondent count. Number of survey respondents not provided for 2007 and 2012. The source also adds that the data was further supplemented by a UK representative survey of 2008 UK adults to provide a perspective on the wider hospitality industry - fieldwork conducted June 9-12, 2017.

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Statistics on "Digital travel planning in the United Kingdom (UK)"

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