UK: The Global Hotel Alliance (GHA), a collection of independent hotel brands, surveyed its 28 million members to understand their past and future travel habits.
The survey drew on insights gathered from 28 million members of the GHA DISCOVERY loyalty program, including 1.5 million members based in the UK.
Over the last 12 months, UK-based members spent £135 million on international stays and £19.3 million domestically. It places the UK as the second largest source market for GHA DISCOVERY, behind the United States.
Looking ahead into 2025, UK travellers also noted the following:
• On average, members plan to take six leisure trips and more than five business trips with an overnight stay
• The top three most popular regions for leisure travel, in descending order, include Europe, Asia and the Middle East
• The top three regions for business travel, in descending order, include Europe, Asia and North America
• The top three countries where travellers are most excited about visiting include Thailand, the UAE (specifically Dubai), and Japan
The desire to relax and unwind was ranked as the largest reason for travelling in 2025 (73 per cent). More than 61 per cent of UK survey respondents also highlighted a preference or appreciation for hotels that prioritise sustainability.
In terms of loyalty, 41 per cent value room upgrades and early check-in/late check-out as the most important benefits. 29 per cent also seek exclusive member rates and discounted rooms when booking, followed by status recognition, and achieving or retaining elite status.
When booking a hotel, the decision making process is also largely influenced by having a loyalty program in place (ranked as the second most important factor), ahead of location, price, and hotel brand.
Chris Hartley, CEO of Global Hotel Alliance, said: “UK travellers continue to set high standards for luxury travel, with a keen eye for both sustainability and quality. As a key source market for GHA DISCOVERY and our 800-plus properties worldwide, their appetite for exceptional travel experiences remains strong, and we look forward to seeing these trends materialise into another strong year of demand from UK travellers in 2025.”
GHA DISCOVERY features 12 UK properties under independent hotel groups including Lore Group, The Set Collection, Minor Hotels, Corinthia Hotels, and Pan Pacific Hotels Group.
