The UK summer of sport led by the the Lionesses winning the women’s European football finals helped boost occupancy levels at easyHotel.
Across nine matches throughout the Euros, the budget chain saw an average occupancy level of 94.8% compared to 85.9% in pre-pandemic levels.
All matches saw a consistent occupancy rate, with the semi-final game against Sweden attracting the biggest demand for stays with a 98% occupancy rate at the group’s 131-room Sheffield hotel.
UK hotels overall saw a significant increase in the number of guests staying this summer compared to pre-pandemic levels, with an average occupancy rate of 68.4% in May, up from just 28.9% last year, according to RSM Hotel Tracker.
EasyHotel digital marketing manager Lucy Davey said: “We’ve seen some unforgettable moments of sport over the summer and we’re proud to have adapted to consumer demand and accommodated a whole host of guests in order for them to experience these events and make memories.
“Our consistently high occupancy levels throughout the Euros showed how much demand there is for an affordable hotel chain, and the cost-of-living crisis is likely to continue this trend.
“Our affordable accommodation means guests can still travel, without blowing their budgets, leaving them free to spend their money on experiencing the amazing sights our cities have to offer.”
The company said its central city locations and low-cost prices meant it was a prime choice for Wimbledon, with hotels in Shoreditch and Kensington, the Commonwealth Games through its Birmingham hotel and the Euros with hotels in Manchester, Sheffield and Milton Keynes.
With two major sporting events still to come in October, including the UK-wide Rugby League World Cup and the World Gymnastics Championships in Liverpool, affordable hotels are likely to continue being a point of call for many looking for a cost-effective sporting getaway.