Europeans are taking advantage of the weak pound to flood to the UK on holiday, new research reveals.
Overall UK hotel bookings rose by 29% so far this year over the same period in 2016, according to US wholesaler Tourico Holidays.
The Hotelbeds Group-owned business has contracts with almost 2,000 UK hotels, making more than 50,000 rooms per night available to travel distributors around the world.
“As the pound remains relatively weak, Europeans, in particular, are flooding to the United Kingdom, with an increase of 52% compared to 2016,” according to the company.
Demand from Scandinavia increased by 17%, while Spain jumped 49%.
Tourico’s data also reveals that domestic hotel bookings within the UK have risen by 21% year-on-year.
The encouraging growth in inbound bookings was partly attributed to the UK’s most consistent source markets such as the US.
Year-on-year bookings from the US to the UK climbed by 11%, while Canada increased its bookings by 35%.
South America increased its bookings by 38% and the Middle East by 22%.
Bookings by Asia Pacific travellers rose by 31% overall – with China up 69% and Australia up 28%.
Tourico Holidays’ European region vice president Mark Redmond said: “There are undoubtedly some challenges – both present and future – with the viability of the UK hotel market, including a lingering fear of terrorism, higher food costs, and growing competition in neighbouring countries – but despite all of that, the region continues to prosper.
“All of the major source markets continue to view the UK as a top tourist destination and now, more than ever, is the perfect time to diversify the demand and begin encouraging other markets to book UK travel product.”