Hotel booking stable across summer driven by domestic travel

Summer bookings at UK hotels are up year on year, with September set to be a significant improvement on 2026 thanks largely to the domestic market. 

According to data from SiteMinder, based on 1.5 million bookings between June and September, there is steady demand across UK hotels, with bookings up 0.7% year-on-year and average daily rate stable at £254.

Though July and August are relatively flat year-on-year, September is looking to be an improvement on 2026, with bookings up 2.7%, room nights up 2.7% and the average daily rate rising 3.1% to £251.

In contrast to much of Europe, cancellations are down marginally from 19.9% to 19%. 

SiteMinder’s Hotel Booking Trends report found that in 2026 the UK remains a majority-domestic market, with local travellers accounting for 57% of bookings across the period. Domestic share is strongest in July, at 59%, while international travellers account for their highest share in August, at 47%.

SiteMinder’s VP of ecosystem and strategic partnerships, James Bishop, saeid: “For UK hoteliers, the outlook this summer is one of stability and confidence. Bookings are ahead compared to last year, rates are steady, and, importantly, cancellations are falling despite less predictability in many other markets. This gives hotels a stronger foundation to plan from, especially as demand becomes more selective globally.”

 He added that as short stays were dominating the UK market, growth would come from increasing the value of each night booked.

Bishop said: “Hotels that are able to promote the right offers, upgrades and experiences before and during a guest’s visit will be best placed to turn steady demand into stronger revenue.”