Global Hotel Alliance (GHA), the largest network of independent hotel brands worldwide, has unveiled significant insights into the 2025 travel preferences of UK holidaymakers at a media briefing preceding this year’s Ultimate Luxury Travel Related Awards (ULTRAs) in London.

Insights from the survey, which engaged the 28 million members of the GHA DISCOVERY loyalty program, including over 1.5 million UK-based members, reveal emerging travel trends expected to shape the industry in 2025, reinforcing the UK’s influential position in global tourism.

In the past 12 months (November 2023 – October 2024), UK members have spent a remarkable £135 million (US$175 million) on international stays, making the UK GHA DISCOVERY’s second-largest market after the US. Domestically, UK members have contributed £19.3 million ($25 million) in bookings to GHA’s 12 UK properties.

Top Destinations and Travel Preferences for 2025:

• In 2024, the top three destinations for UK travelers were the United Arab Emirates, Portugal, and Thailand. For 2025, the preferred destinations are expected to be Thailand, Dubai (UAE), and Japan.
• UK travelers plan to embark on an average of six leisure trips and over five business trips with overnight stays in 2025.
• When it comes to leisure travel regions for 2025, Europe leads (79%), followed by Asia (54%) and the Middle East (41%).
• Beach and tropical locations (79%) and city getaways (64%) are the favored experiences, with relaxation and unwinding as the primary motivation (73%).
• For business travel in 2025, Europe (39%) ranks highest, followed by Asia (17%) and North America (14%).

Luxury with a Sustainable Focus:

• The survey reveals a rising demand for sustainable travel among UK travelers. Over 61% of UK respondents indicated a preference for eco-conscious hotels, mirroring a global shift toward environmentally responsible choices.
• Quality remains a top priority for UK travelers, with 41% citing hotel quality as their primary factor, outranking price and location—a higher preference than that of any other member country. UK travelers seek accommodations that deliver both luxury and environmental accountability.

The Impact of Loyalty Benefits:

• GHA DISCOVERY significantly influences hotel choice among UK travelers, with loyalty programs ranked as the second most critical factor, following quality and surpassing location, price, and brand.
• Room upgrades, along with early check-in and late check-out, are the most valued benefits for 41% of members, while 29% also prioritize exclusive member rates and discounted rooms, followed by status recognition and elite status retention.
• UK members prefer to book directly via hotel loyalty program websites or apps.

At the exclusive London media event, GHA CEO Chris Hartley, joined by Dillip Rajakarier, Group CEO of Minor Hotels, David Taylor, CEO of Lore Group, and Robin Stangroom, MD of The Set Collection, offered their perspectives on these insights, which were presented by GHA EVP Strategy, Kristi Gole.

Chris Hartley, CEO of Global Hotel Alliance, commented: “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.”

The results of the GHA 2025 Travel Trends Survey were presented at The Orangery in Kensington Palace, London, just before the prestigious ULTRAs awards ceremony. This annual gathering, a signature event in the luxury travel industry, honors excellence in hospitality and travel, with winners selected by GHA DISCOVERY members from around the globe.

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