Key Takeaway: UK travel in 2026 is forecast to attract 45.5 million inbound visitors, generating £35.7 billion in spending (+4% vs 2025). Although winter stays are typically shorter, hotels can capture demand through short-stay packages built around Christmas markets, cultural events and dining experiences, rather than competing on room price alone.、
As winter approaches, we’ve noticed the UK travel landscape shift in ways that open up fresh opportunities for the hotels brands we support. Each year, we see clear patterns in how guests plan their getaways, what inspires them to book, and the types of experiences they seek during the colder months. By drawing on our own experience and the trends we track across the industry, we’ve learned how hotels can refine their marketing to better reach and resonate with winter travellers. In this blog, we’re sharing the key winter travel trends Bidmark’re seeing across the UK, backed by data and real insights from our work, and offering practical guidance to help your hotel make the most of the season.
The Latest Winter Travel Trends in the UK with data support
Winter is not just about cosying up indoors; it’s a peak season for various travel activities across the UK, particularly for those seeking festive getaways, winter sports, and holiday escapes. According to VisitBritain,the UK is expected to welcome 45.5 million inbound visitors in 2026, who are forecast to spend £35.7 billion during their stay. Compared with 2025, this represents a 4% increase in visitor numbers.
In addition, VisitBritain’s MIDAS Global Research Report, as shown in Figure 1, highlights that international visitors to the UK have a strong interest in cultural activities, city life and drink experiences. For hotels and other hospitality businesses, this sends a clear message: visitors are not simply booking a bed; they are also considering what they can see, do, and experience during their stay.
Figure 1. VisitBritain’s MIDAS Global Research Report
Instead of focusing solely on room features and prices, hotels can build content and conversations around personalised local experiences, such as Christmas markets, visits to local brewery and distillery tours, seasonal performances, and cultural events. By connecting their accommodation offering with local experiences, hotels can make their stays more appealing to travellers and ultimately drive more bookings.
According to the latest ONS Overseas Travel and Tourism, Quarterly data, several trends stand out, particularly for winter travel demand in Q4.
While Q4 is not the busiest quarter of the year, it still attracts a substantial number of international visitors. However, winter travellers tend to stay for significantly shorter periods than summer visitors, showing a stronger preference for short trips and shorter stays.
For hotels, this means winter marketing should focus not only on attracting more visitors, but also on tailoring accommodation packages to short-stay travellers and encouraging additional spending on dining, activities, and other on-site experiences.
How Can Hotels Increase Winter Bookings?
Hotels can boost winter bookings by focusing on four key areas:
- Launch winter-exclusive dining, spa, and themed activities to enhance the seasonal experience
- Create packages that combine stays with Christmas markets and local attractions
- Start digital marketing early to build visibility in winter travel searches
- Partner with well-known local businesses to cross-promote services
As an agency with 10 years of digital marketing experience, drawing on what we've learned from working closely with hotels across the UK, we know that understanding winter travel trends is only half the equation — putting them into action is where the real impact happens. As guest expectations shift during the colder months, the marketing strategies you use to attract and convert seasonal travellers need to shift too. Below, we break down the tactics we consistently see driving results for our clients.
How Should Hotels Adapt Campaigns for Seasonal Themes?
The most successful winter campaigns fully embrace the season. Lean into the atmosphere of festive events, winter sports, and local celebrations, and build campaigns around it — using rich, visually engaging content that conveys warmth and comfort, so guests can immediately picture your hotel as their winter retreat. For a more detailed look at key seasonal moments and marketing opportunities, see our guide, [Winter Wonders: Inspiring Guests Through Every Seasonal Moment].
Tailored seasonal packages are a proven way to boost interest. Think Christmas market getaways, scenic winter walks, festive dining experiences, or cosy spa breaks. Bundling accommodation with these winter-only experiences gives potential guests a clear reason to choose your hotel over a generic room booking.
How Hotels Can Enhance Online Visibility？
Ensure your hotel’s website is optimised for seasonal searches. Utilise keywords related to winter travel, such as “winter breaks UK,” “holiday hotel deals,” or “festive getaways.” Consider updating your meta tags and descriptions to reflect these keywords. According to Google, nearly 75% of consumers use search engines to find information about local businesses, so appearing on the first page of search results is critical. Additionally, enhance your Google My Business listing with seasonal promotions and local winter events to improve visibility in local searches.
How Hotels Can Use Social Media to Reach Winter visitors
Social media platforms serve as effective tools for engaging potential guests during the winter season. Create content that highlights the beauty of your hotel in winter, sharing photos of festive decorations, snowy landscapes, and warm amenities. Encourage guests to share their experiences through hashtags or contests, increasing your reach and engagement. A report from Hootsuite indicates that 73% of marketers believe that their efforts through social media marketing have been “somewhat effective” or “very effective” for their businesses. Showcasing authentic guest experiences can significantly influence new bookings.
Why Mobile Optimization Matters for Hotel Travel Searches
With more travelers using mobile devices to research and book accommodations, ensuring your website is mobile-friendly is essential. According to Statista, 54% of UK website traffic now comes from mobile devices. Optimise your site for mobile users by ensuring fast loading times, easy navigation, and a seamless booking process. Implementing a mobile-first design will enhance the user experience, making it easier for potential guests to engage with your hotel online.
How Hotels Can Build Guest Trust Through Health and Safety Measures
Health and safety remain a top priority for travelers, especially in light of recent global events. Communicate clearly about your hotel’s cleaning protocols and safety measures, reassuring guests that their well-being is paramount. According to a survey by the UK Hospitality, 81% of customers feel more comfortable booking hotels that prioritise cleanliness and safety. Prominently display this information on your website and in your marketing materials to build trust with potential guests.
Conclusion
Winter travel presents a valuable opportunity for hotels to attract new guests and increase revenue. The key is understanding what winter travellers are looking for and giving them a clear reason to choose your hotel — whether that's a seasonal package, a local partnership, or strong visibility at the moment they start searching.
From seasonal campaigns to SEO, mobile, and AI search visibility, the right digital marketing approach can help your hotel stand out and turn interest into bookings. Looking to attract more winter travellers? Get in touch with Bidmark to explore how we can help your hotel create a stronger winter offer this season.
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