Amadeus UK & Ireland      |      About Amadeus Hospitality      |      Our Solutions      Contact us

UK and Ireland Forward-Looking Data Insights 2022

Using data from our Business Intelligence Solutions, we hope that these extracts give useful insight into the UK & Ireland markets, so you can make better and more informed decisions about your business.

If you’d like a complimentary, personalised analysis on what Amadeus’ on-the-books, forward-looking data is showing in your market, or would like to understand more about how this data can benefit your business, please reach out to our team of experts today.

Contact us

October 2022

For the first time since the pandemic, occupancy rates across the UK have surpassed those seen in 2019

As we approach the end of 2022, we explore what Amadeus’ Demand360® and flight data are showing us about the current state of the market and trends for the coming months.

Occupancy in the UK has surpassed 2019 numbers for the first time, and Ireland is currently above pre-pandemic levels in the coming weeks

While some locations across the UK have surpassed 2019 levels this year, overall occupancy for the country has been slightly behind pre-pandemic levels. But now, the UK has surpassed 2019 levels on the weeks of 25th September & 9th October, and the rest of the weeks shown in the snapshot for the UK are only slightly behind 2019 numbers.

Looking at Ireland, we can see numbers for previous weeks remaining closely behind, or matching 2019 levels, but looking ahead, occupancy is currently higher than pre-pandemic levels. Keep in mind that 37% of bookings for Ireland are being made within 14 days ahead of stay, so these numbers will shift over the coming weeks.

Where have we seen the highest bookings in the UK & Ireland?

We share the destinations with highest occupancy rates in September, October, November & December so far. Keep in mind, this data is as of 16th October 2022, and 85% of bookings are being made within 60 days of stay, so October, November & December numbers are likely to increase.

Looking ahead to the festive season – what trends can we identify already?

While the majority of bookings for December are yet to come, we can already identify some key trends for the coming festive season. Group bookings are on the rise this year, compared with previous years, and this trend continues into December, so it is important that you understand how group business has changed over the last two years, and how you can adapt to market demands and anticipate the needs of customers. Use the information found in this report to create tailored offers for groups to capture that rise in demand.

Average Daily Rate (ADR) is also on the rise in the UK & Ireland. Looking ahead to December, ADRs are almost 10% higher in 2022, compared with 2019, and are a little over 20% higher compared with September 2022. Maintaining competitive rates is important when looking to increase direct bookings and can help to significantly improve online visibility, click-through rates, conversion and return on ad spend. Download the Rate Parity Playbook to learn how to identify and resolve rate parity issues.

Who is travelling to the UK & Ireland?

In both the UK & Ireland, the majority of flights in October – December 2022 are from within Europe, with the UK taking the top spot for both. Flights from the United States remain steadily at 5% for the UK and 7% for Ireland. Keep these countries in mind when developing your marketing strategies.

How are bookings being made?

While the Channel Mix for the UK & Ireland is looking very similar in 2022 to 2019, there have been some small shifts. Direct bookings have slightly decreased from 28% in 2019, to 27% in 2022, as have GDS bookings which are now at 12%, compared with 13% in 2019. OTA bookings have increased to 32%, compared with 29% in 2019. Maintaining a diverse channel mix is important. Download our eCommerce Checklists for advice on how to maximise your direct booking revenue, and access our 2022 Global Travel Agents Report for ways to capture greater travel agent demand on global distribution systems (GDSs).

As we move towards the end of 2022, demand continues to return. Ensure you are well positioned to capture this business by leveraging forward-looking data to better understand your market and, importantly, use those learnings to inform your business strategies and media campaigns.

If you want to learn more about global booking trends, download our Monthly Market Insights Report and remember, your local UK & Ireland team are on hand to answer your questions and give you more information about what our Business Intelligence data is telling us about your market. Contact us today to arrange a complimentary, personalised analysis of your market with one of our UK & Ireland experts.

August 2022

Summer Events Have Been Causing Occupancy Spikes Across the UK & Ireland

This summer has been big for the UK & Ireland. Many events that had been postponed or cancelled over the last couple of years have been back with a bang in 2022, not to mention the surge of much-awaited weddings and trips with family and friends. So how does this impact occupancy and booking trends in the UK & Ireland? We explore what Amadeus’ Demand360® and flight data is showing us.

The Commonwealth Games saw England win 57 gold medals, and left host city Birmingham feeling like winners too

Birmingham struck gold by hosting The Commonwealth Games between 28th July – 8th August, causing the biggest spike in occupancy rates that the city has seen since the pandemic. The only full week of the Games, starting 31st July, saw occupancy rates reach 83%, 14% higher than the same time in 2019.

Pride celebrations pushed London occupancy past 2019 levels for the second time this year

June and July were busy months for London, with the city hosting Wimbledon from 27th June – 10th July and the Lionesses bringing it home in the Women’s European Championship from 6th-31st July. Occupancy rates reflected this busy period, with levels just below those seen in 2019. One thing we can’t ignore is that, for the second time this year, London has achieved higher occupancy levels than pre-pandemic. This happened the week of Pride, a huge event on 2nd July in the centre of the city, with a parade, performance stages and all-around fun happening all day. This no doubt impacted the spike in occupancy we can see that week, starting 26th June, peaking at 87%.

Occupancy levels are closing in on pre-pandemic numbers

Zooming out across the whole of the UK & Ireland, occupancy is just shy of pre-pandemic levels for July and August. July ended with an average of 78% occupancy, and August is currently peaking at 76%. Numbers at the end of August and early September do dip a bit, but keep in mind that 40% of bookings are still being made within 0-7 days ahead of stay, so these numbers will likely increase.

 

Where are bookings the highest in the UK & Ireland?

We share the destinations with highest occupancy rates in July, August & September so far. Keep in mind, this data is as of 18th August 2022, and 70% of bookings are being made within 30 days of stay, so August & September numbers are likely to increase.

 

Who is travelling to the UK & Ireland?

In both the UK & Ireland, the majority of flights in June – August 2022 are from within Europe. Outside of Europe, flights from the United States remain steadily at 5% for the UK and 8% for Ireland, and Ethiopia accounts for 3% of flights to Ireland. Keep these countries in mind when developing your marketing strategies.

How are bookings being made?

At 26%, direct bookings have decreased in 2022 compared with 2019, at 29%. GDS bookings have also decreased from 12% in 2019 to 10% in 2022. OTA bookings have increased from 29% in 2019 to 34% in 2022. To maximise your property’s visibility and increase direct bookings, maintaining a diverse channel mix is important. If you’d like to learn strategies and tactics on how to increase conversion, both on your website and through booking engines, download the Personalization and Direct Bookings Playbook.

Summer 2022 is nearing its end, but many will remember it fondly as a time when they could finally go to that concert, watch their friend say “I do”, cheer on their country, or simply reconnect and spend time with loved ones. As the UK & Ireland continues to recover from the impacts of the pandemic, demand continues to return, so ensure you are well positioned to capture this business by leveraging forward-looking data to better understand your market and, importantly, using those learnings to inform your business strategies and media campaigns.

If you want to learn more about global booking trends, download our Monthly Market Insights Report and remember, your local UK & Ireland team are on hand to answer your questions and give you more information about what our Business Intelligence data is telling us about your market. Contact us today to arrange a complimentary, personalised analysis of your market with one of our UK & Ireland experts.

↑ Back to top

June 2022

With the summer arriving, the weather is heating up, and so are occupancy rates across the UK & Ireland

Brits have been enjoying some summer weather over the last few weeks, with temperatures soaring across parts of the UK & Ireland. But the weather is not the only thing impacted by the summer months, it is also known to be the peak time for travel. So how is the arrival of Summer impacting booking trends across the UK & Ireland? We explore what Amadeus’ Demand360® and flight data is showing us.

Some summer weeks are already showing occupancy above pre-pandemic levels

The start of summer in 2019 showed some strong occupancy rates, and while the UK is still a little behind this year, for some weeks in Ireland, occupancy rates are higher in June & July, 2022. Both the UK & Ireland show occupancy rates considerably higher than in 2021, when reopening was happening steadily, events began taking place, hospitality venues could seat people inside, and hotels were allowed to open their doors once again. Seeing this jump in occupancy compared with last summer is positive.

For the UK, May ended with an average occupancy of 73% and June is currently peaking the week of 12th June at 79%. With lead times remaining short, the weeks of 19th and 26th June will likely pick up. July is currently sitting just behind 2019 numbers, with an average of 53% occupancy for the first 2 weeks of July 2022, compared to an average of 57% for the same time in 2019.

As for Ireland, May ended with an average of 71% occupancy and June is currently peaking, above 2019 numbers, the week of 19th June at 83%, a number which will likely increase when the full data for that week is reported. The last week in June and first two weeks of July are also showing higher numbers in 2022, compared with 2019, and will likely grow due to short lead times.

 

Booking lead times are closely mirroring pre-pandemic patterns

It is no surprise that in 2020 and 2021, very short and very long lead times were the most popular booking windows. With COVID-19 rules changing month to month in those years, travellers felt more comfortable booking trips a few days ahead of stay, knowing that the rules would likely not change in that time, leaving them feeling confident that their trip would go ahead, or booking far in advance, in the hope that some restrictions would lift in time for their holiday, and giving them something to look forward to. What we can see now is a shift in that behaviour, as traveller confidence increases in 2022, booking lead times are following a pattern closely resembling 2019 trends.

Bookings made 0-7 days ahead of stay remain popular and account for 39%. The biggest increase can be seen between 8-60 days ahead of travel, accounting for 45% of bookings and signifying an increase in traveller confidence. This may also be impacted by the summer months falling within this 8-60 day time frame. Consider running promotions especially for the summer, to capture the increase in demand, such as school holiday packages that include tickets to local family-friendly events. Identify what may draw people to your area throughout the summer months and increase the value of your rooms with promotions and packages that tie into those nearby attractions, to make your hotel stand out amongst the crowd.

How are bookings being made?

When comparing the channel mix in 2022 with 2019, we can see that OTA bookings have increased from 29% to 33% and GDS bookings have decreased from 13% to 10%. Direct bookings have increased very slightly in 2022, compared with 2019. It is important to maintain a diverse channel mix in order to maximise your property’s visibility and increase direct bookings, which are an important contributor to channel mix performance and overall revenue. Download the Personalization and Direct Bookings Playbook to discover strategies and tactics to increase conversion, both on your website and through booking engines.

Who’s travelling to the UK & Ireland?

In both the UK & Ireland, the majority of flights in June – August 2022 are from within Europe, with Spain accounting for 21% for the UK and 15% for Ireland. Outside of Europe, flights from the United States remain steadily at 5% for the UK and 8% for Ireland. Ethiopia has made the top 10 list for Ireland, making up for 5%. When developing your media strategies, it’s useful to keep these countries in mind for targeted ads, to increase your chances of conversion.

For the UK & Ireland, Summer 2022 will be one to remember, as travel demand continues to grow and the removal of COVID-19 restrictions provides an attractive opportunity for Brits and travellers the freedom to enjoy the UK & Ireland without limits. Get the most out of your media campaigns by leveraging data that helps you to better understand booking behaviours.

If you want to learn more about global booking trends, download our Monthly Market Insights Report and remember, your local UK & Ireland team are on hand to answer your questions and give you more information about what our Business Intelligence data is telling us about your market. Contact us today to arrange a complimentary, personalised analysis.

↑ Back to top

April 2022

Who needs chocolate? The Easter Bunny delivered much more this year, with occupancy levels mostly higher this April, compared with 2019

COVID-19 restrictions have been lifted across the UK & Ireland and a feeling of “normality” has started to return. After 2 years of lockdowns, adjusting to new rules, and missing time with friends and family, it’s no surprise that travellers took advantage of the Easter Bank Holiday weekend, and surrounding weeks, to enjoy a well-earned break. We explore what Amadeus’ flight and forward-looking on the books Demand360® data is showing this Spring, and into the early Summer months.

Occupancy is comfortably above pre-pandemic levels

While it’s no surprise to see low numbers for March-May in 2020 & 2021, due to varying stages of lockdowns and recovery, it is refreshing to see that occupancy is consistently higher in 2022, compared with 2019, across both the UK & Ireland. Looking at the UK, with the exception of the week starting 17th April, which matches the 63% recorded in 2019, occupancy is currently between 2-18% above pre-pandemic numbers. Keep in mind that as this data is from 21st April, occupancy data from the week of 17th-23rd April is incomplete and, as lead times show that 18% of bookings are made within 0-1 day ahead of stay, occupancy for that week was likely above the 63% recorded. As for Ireland, all weeks already show an increase in 2022, compared with 2019, ranging between 2-46% higher this year. Occupancy levels for the UK peaked the week of 10th April at 67% and the week of 24th April stands out for Ireland at 76%.

 

Booking lead times are shifting as travel demand grows

When comparing lead times from the past 3 years, it’s clear to see the change in behaviour. While bookings made within 0-7 days pre-trip remain popular, there is now a rise in bookings made 8-30 days before stay, making up for 29%.  Bookings made 31-60 days ahead of travel account for 13%, higher than in 2020 and the same level as seen in 2021. Bookings made further out, 61+ days ahead of stay, make up for 18%. Travellers are keen to get going, with 82% of bookings being made for within the next 60 days. Don’t start thinking ahead to Summer just yet, instead, try focusing your media strategies on promoting last-minute deals, or May Bank Holiday offers to capture this increase in demand for the near future.

How are bookings being made?

When comparing the channel mix over the last 3 years, we can see that OTA bookings have decreased compared to 2021, but increased compared to 2020 and GDS bookings have increased slightly in 2022. While Direct bookings have increased in 2022, compared with 2021, they have decreased by 14% since 2020. Direct bookings are an important contributor to channel mix performance and overall revenue. Download the Personalization and Direct Bookings Playbook to see how personalization can bring direct bookings to new heights and discover additional strategies and tactics to make your website and booking engine a high-converting powerhouse.

When looking at the segment mix, we can see an increase in discount bookings made in 2022, compared with 2019. Try to avoid dropping rates as part of your strategy, as it will be harder to increase them again in the long-term, instead, add value to your rooms with special offers on drinks or meals on site, or, to really stand out from the rest, try partnering with local restaurants & attractions to include a discount or tickets as part of the room rate.

Who’s travelling to the UK & Ireland?

In both the UK & Ireland, the majority of flights in April-June 2022 are from within Europe, with Spain accounting for 14-20%. Outside of Europe, the United States makes up 5% of UK flights and 8% for Ireland. The majority of flights are from the UK, both domestically and to Ireland. Keep these top 10 countries in mind when developing targeted media strategies.

As we move further into 2022, travel demand continues to grow. Get the most out of your media campaigns by leveraging data that helps you to better understand booking behaviours.

If you’re interested in finding out more about global booking trends, download our Monthly Market Insights Report and please contact your local UK & Ireland team if you’d like to find out more about how Amadeus’ Business Intelligence data could benefit your business.

↑ Back to top

March 2022

With few COVID-19 restrictions remaining in place across the UK & Ireland, what impact is this having on booking trends?

Passenger locator forms and testing for inbound travellers is no longer a requirement across the UK & Ireland, Ireland lifting these restrictions on 6th March and the UK following suit on 18th March. England, Wales & Ireland have lifted all COVID-19 restrictions, while Scotland has lifted most restrictions and continue to review the few that remain. So how has this impacted booking trends across the UK & Ireland? We explore what Amadeus’ flight and forward-looking on the books Demand360® data is showing.

Occupancy is nearing pre-pandemic levels

When looking back at March data from the last 2 years, it’s no surprise to see low occupancy numbers. We all remember March 2020, when the pandemic began impacting the UK and the first national lockdown started. Fast-forward one year to March 2021 and the third national lockdown was still in place, with restrictions due to lift for shops and restaurants in April and hotels following in May.

But March 2022 is showing a brighter picture for the UK & Ireland. February 2022 ended with an average occupancy of 63% in the UK and 52% in Ireland and peaked in March at 65% for both the UK & Ireland. While occupancy does drop a bit after the week of 20th March, this is consistent with pre-pandemic behaviour. Comparing 2022 with 2019, we can see occupancy numbers are similar, with a gap of only 3-16% in the UK and 2-19% in Ireland.

Lead times show traveller confidence is increasing

As traveller confidence grows, so do bookings made 8-60 days pre-stay, which account for 41% of bookings, compared to just 13% in 2021. While bookings made 0-7 days ahead of stay have reduced slightly compared to 2021, they still account for 40% of bookings. The biggest shift can be seen in bookings made 61+ days ahead of travel, which accounted for 49% of bookings in 2021 and now makes up just 19% of bookings in 2022. This signifies a want and need to travel now, or at least in the near future. Be sure to keep this in mind when developing your media strategies, focus on promotions for upcoming key dates, such as the Easter break, rather than those more than a few months in the future.

Where are bookings coming from?

When comparing the booking channel mix, the most noticeable shift is from OTA bookings, which have increased from 28% in 2020 to 34% in 2022. Direct & GDS bookings have increased in 2022, compared to 2021, but have reduced slightly compared to 2020. Be sure to maintain a diverse channel mix to maximise your property’s visibility and increase direct bookings. Did you know that 80% of consumers are more likely to make a purchase when brands offer personalized experiences? The Personalization and Direct Bookings Playbook is full of actionable strategies and tips on improving conversion and personalising the guest experience.

Who’s travelling to the UK & Ireland?

As we look at flights from March – May 2022, we can see a steady decrease in domestic bookings each month, meaning international demand is returning steadily. Most international flights are from within Europe, with Spain accounting for 12-21% across the 3 months, for both the UK & Ireland. While for the UK, the United States is steadily responsible for around 5% of flights, there is an increase in demand from the United States in Ireland, with flights increasing each month, peaking at 8% in May. Keep these top countries in mind when developing targeted media strategies.

This data shows an increased demand in domestic and international travel, with trips being booked sooner, rather than later. Leveraging data helps you to better understand booking behaviours, meaning you can target the right audiences at the perfect time.

If you’re interested in finding out more about global booking trends, download our Monthly Market Insights Report and please contact your local UK & Ireland team if you’d like to find out more about how Amadeus’ Business Intelligence data could benefit your business.

↑ Back to top

February 2022

With restrictions lifting across the UK & Ireland, hotel booking trends are starting to look a bit familiar again

The first 2 months of 2022 have seen big changes taking place across many parts of the UK & Ireland. England & Northern Ireland have lifted all restrictions and Wales no longer requires a COVID pass to enter events and venues. So how has this impacted booking trends across the UK & Ireland? We explore what Amadeus’ flight and forward-looking on the books Demand360® data is showing.

Occupancy is edging closer to 2020 numbers

January ended with an average occupancy of 43%, this is lower than 2020 but more than double 2021 numbers. As we look through February, occupancy peaks at 53% for the week of 13th February, and the gap between 2020 and 2022 is much smaller through to the beginning of March. While occupancy does drop a bit after the week of 13th February, this is consistent with pre-pandemic activity, and we can see that 35% of bookings are being made within 0-7 days of travel. Keep this in mind for promotions where you can target last-minute travellers with special offers.

When we look at lead times in 2020, compared to those in 2022, the numbers are almost identical, and both are very different when compared with 2021. While bookings made within 0-7 days of travel accounted for 56% of bookings in 2021, in 2022 it accounts for 35% of bookings. Similarly, the bookings made further in advance, 90+ days ahead of stay, has decreased from 25% in 2021 to 15% in 2022. The rise in bookings for 2022 can be seen largely between 8-90 days ahead of stay, with numbers approximately double those seen in 2021, making up for 50% of travellers in 2022. This change in behaviour shows an increase in traveller confidence. Half of travellers aren’t waiting until the very last minute to book or booking very far in advance to have something to look forward to in the future, they are booking and enjoying travel again at a more “normal”, pre-pandemic pace.

Where are bookings coming from?

When comparing the booking channel mix this year with last year, the most noticeable shifts are from Brand.com and OTA bookings, which have increased, and Direct bookings which have decreased. In order to maximise your property’s visibility and increase direct bookings, be sure to maintain a diverse channel mix. For tips on how to improve conversion, both on your website and through booking engines, download the Personalization and Direct Bookings Playbook.

Who’s travelling to the UK & Ireland?

As we look at flights from February – April 2022, domestic bookings in the UK & Ireland are decreasing each month, meaning international demand is returning steadily. The majority of international flights are from within Europe, with most European flights coming from Spain across the 3 months for both the UK & Ireland. The United States is responsible for 4% of flights to the UK and 5-6% of flights to Ireland across the 3 months. Be sure to use this information when developing your media strategy and target these top countries to capture the higher demand.

As restrictions ease across the UK & Ireland, demand is growing both domestically and internationally. Be sure to leverage data that will help you better understand potential customers and their booking behaviours, so you can target the right audiences at the perfect time.

And remember, once bookings are secured, it’s important to ensure your guests feel comfortable and safe in your property. Watch this video to find out how the New HotSOS Experience can help you to streamline operations, even with limited resources. Contact the UK & Ireland team to find out more.

↑ Back to top

January 2022

2022 has begun – what is our Demand360® data telling us about booking trends in the UK & Ireland this new year?

The UK Government have started the new year by sharing the news that on 27th January, England will be moving back to Plan A, meaning rules on face coverings and COVID passports will be relaxed. So how has this impacted booking trends across the UK & Ireland? We explore what Amadeus’ flight and forward-looking on the books Demand360® data is showing.

Occupancy is consistently over double of that seen last year

Looking from mid-December to early February, we can see that occupancy is consistently more than double the previous year, peaking at 40% the week of 26th December. Occupancy does drop as we look towards the end of January and into February, but keep in mind that 43% of bookings are being made within 0-7 days of travel. Be sure to capture last minute demand with targeted promotions.

Last year, travellers were booking more last-minute stays, or trips far in advance, with 57% of bookings being made either 0-1 days pre-stay or 91+ days ahead of travel. This booking behaviour now only makes up for 38% of bookings. This could signify an increase in traveller confidence, as 41% of bookings are being made 8-90 days before travel. Utilizing data is the key to ensuring your media strategies are aligned with current trends, enabling you to more easily capture demand.

Who is travelling to the UK & Ireland?

We can see from the top 10 source countries, that while the UK is still responsible for 36-47% of flights to the UK & Ireland, international travel is steadily coming back. While most international flights are from Europe, the United States currently remains in the top 10 for both the UK & Ireland throughout January-March. When developing your media strategy, be sure to leverage this information and target the countries that are showing an increase in demand with dedicated campaigns for last minute bookings to capture the 43% of travellers that are booking within 0-7 days of travel.

Where are bookings coming from?

When comparing the booking channel mix this year with last year, we can see a 6% increase in bookings made through Brand.com and an 11% decrease in direct bookings. There is also a noticeable shift in OTA bookings, which have increased by 7%, while GDS bookings have decreased by 2%. It is important to maintain a diverse channel mix in order to maximise your property’s visibility and increase direct bookings. Download the Personalization and Direct Bookings Playbook for tips on how to improve conversion, both on your website and through booking engines.

Ensure your property is well positioned to take on this new year by leveraging data that will help you better understand potential customers and their booking behaviour. With this information, you can target the right audiences at the perfect time to secure more all-important bookings. And don’t forget, the guest experience is more important now than ever before. Invest in technology to help you streamline operations, seamlessly manage groups and events, and maintain lasting relationships to help build life-long, returning guests.

It’s important when starting a new year to look back on the one we’ve just had, so we’ve put together a collection of highlights from 2021 on how Amadeus has helped to rebuilt travel. Explore our Year in Review to learn more and contact us if you would like to learn more about how you can build back stronger in 2022.

↑ Back to top

Discover our page, dedicate to the UK & Ireland

Amadeus UK & Ireland      |      About Amadeus Hospitality      |      Our Solutions      |      Contact Us