2023 Pub accommodation research highlights sector optimism, with quality assurance and value for money as main drivers, the new report reveals.
Paul Nunny, founder of Stay in a Pub, and industry leader explained: “The purpose of the research was to further understand the UK stay market, inform the sector, and drive ongoing strategic development.
When asked the main reason for choosing to stay in a pub, 60% on consumers claimed that value for money was the reason, 47% said the character of the buildings, and 44% the atmosphere. In the 2019 Pub Accommodation Report, 90% of consumers said that they would choose pub accommodation over alternatives because they thought it was cheaper.
Jenn Knott, Senior Consumer Research Manager at CGA by NIQ, said: “Wider CGA research confirms that consumers don’t equate value for money as the ‘cheap’ option but something that is high quality and worth the cost, indicating that investment in accommodation quality has led to a shift in consumer perception.”
The 2023 research found that 59% of people who haven’t stayed in a pub said they are likely to do so in the future, but many said they don’t know where to look.
Sophie Braybrooke, CEO of Stay in a Pub, said, “This demonstrates the need for sites like Stay in a Pub that exist to support the sector and champion pub stays. Promoting the reasons to stay in a pub through consumer brand and search marketing campaigns drives quality traffic to our website and therefore to the pubs listed. These referrals, an average of 50,000 per month, are potential customers who are specifically looking to stay in a pub supporting direct book and customer acquisition strategies.”
The research also showed that 60% of people who have stayed in a pub in the last 24 months say that they would prefer pub stay versus other types of accommodation for the same spend and location.
Sophie commented, “Once people try it, they see the benefits of staying in a pub and are very likely to visit again. In promoting direct bookings, pubs own these customers with the potential for building loyalty and repeat business.”
The 2023 research also highlighted that online presence is essential for pubs, with 37% of consumers using search engines (e.g. Google) to research their next UK stay, 32% online travel agents (e.g. Booking.com) and 19% online review sites (e.g. TripAdvisor). However, 67% of operators use social media to promote their pubs but only 4% of consumers say that they use this channel to seek out accommodation indicating that Facebook, Instagram, TikTok and other social platforms might be good for brand awareness and engagement but not necessarily a direct route to market.
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