PoB Hotels Unveils Key Insights from 2025 Whitepaper

Posted in Business, News on 17 October, 2024

Wellness, Sustainability, and Added Value at the Forefront of Travel Trends.

PoB Hotels, the exclusive collection of independent luxury hotels across the British Isles, has revealed headline findings from its 2024 Whitepaper. The results underscore the continuing strength of the domestic market, with wellness, added value, and sustainability ranking high among guest priorities for staycations in 2025.

Pictured above is Kalindi Juneja, CEO of PoB Hotels

Each year, PoB Hotels surveys a diverse mix of travellers to uncover evolving booking patterns, travel trends, and luxury guest expectations. In collaboration with luxury insight specialist Altiant, the 2025 survey gathered responses from 2,046 participants, spanning investable assets ranging from £80,000 to £400,000+. This data provides valuable guidance for domestic travel trends. From the slow travel movement to growing interest in wellness and sustainability, the Whitepaper sheds light on the trends set to shape luxury travel in 2025.

Left to right: Master Suite Sir Percy Blakeney at Royal Crescent, Bath; Calcot Manor Spa; Cottonmill Spa Garden at Sopwell House. Some of the many member hotels of PoB Hotels.

Wellness & Sustainability Take Centre Stage
According to the Whitepaper, rest and relaxation remain the top motivators for luxury UK breaks, with 78% of respondents listing this as a key factor, while 33% expressed interest in spa breaks, 15% in sports and leisure, and 18% in wellness retreats. Combined, 87% of respondents emphasised the importance of overall well-being when booking UK hotel stays.

In terms of specific wellness activities, spa treatments attracted the highest level of interest (61%), while outdoor activities, including hiking, cycling, and running, appealed to 45%.

PoB Hotels’ 2023 launch of PoB Breaks tapped into a growing desire for slow, immersive travel experiences. This trend has only accelerated, with 59% of respondents expressing strong interest in slow travel—a style of tourism that aligns with sustainability and mindful exploration. A rising concern for sustainability was reflected in the 38% of respondents keen on sustainable travel options. Nearly half (48%) said they are more likely to book hotels that champion sustainable practices, with 70% citing locally sourced food as an essential consideration, just ahead of minimizing food waste (54%).

Domestic Travel Dominates in 2025
The survey has proven that, while international travel has made a strong return, domestic tourism has been buoyant, and remains so in 2025 with nearly all respondents (98%) plan to take at least one trip in the UK in the next 12 months, while almost half of the sample say that they are expecting to spend more on domestic trips in 2025, driven by the more HNW section, meaning a promising outlook for the luxury market. Finally, almost half of the sample say that they expect to spend more on domestic holidays in 2025, and 51% about the same, with only 4% citing that they will spend less: an incredible positive outlook for UK hotels.

Within the UK, hidden gems, cultural experiences, and coastlines came out on top as location-drivers for guests. Two-in-five travellers expressed a desire to discover hidden gems and cultural or heritage experiences during their stay, fitting into the ‘Quiet Travel’ trend driven by overtourism, as travellers seek new destinations that haven’t been heavily spotlighted.

Once again, the Southwest of England was revealed as the most popular region (58%), with The Cotswolds and Scotland following close behind. Many other regions, such as Yorkshire and Wales came out above London, demonstrating that travellers are looking to explore new regions and locations domestically in 2025. With a wealth of hotel members across the country, PoB Hotels guests can continue to explore new destinations, and visit old favourites either individually or as part of a PoB Break.

Value-Added Experiences Drive Bookings
When investigating the potential deterrents guests face when booking a domestic trip, unsurprisingly poor weather comes out top, but 42% of respondents cited ‘cost compared to international destination’, meaning that hotels offering added value to the base room rate have a chance to get ahead next year, proving their value in comparison to a trip abroad. Rather than reducing rates, packaged up offers and experiences can help to engage these luxury travellers, with 57% of respondents considering special offers and discounts ‘somewhat or very important’, such as spa treatments, dining, or other on-site amenities, as being a driver for booking.

54% of respondents said that they often or always opt for independent hotels, rising to 64% among the more HNW respondents, indicating how boutique, independent hotels are particularly attractive to the most affluent travellers.

Last-minute bookings have also surged, with nearly 70% of respondents making spontaneous plans. The power of reviews continues to be a strong influencer, with 76% of respondents relying on reviews when selecting accommodations, and nearly 70% influenced by video and photo content. While social media platforms drive 50% of travel inspiration, traditional review formats and visual content remain essential for travel decision-making.

Heightened Interest in Local, Authentic Dining
Culinary experiences remain a vital component, with increasing interest in authentic, region-specific dishes. Locally sourced ingredients were highlighted as the most principal factor when choosing dining options, alongside a strong rise in demand for vegetarian and wellness-focused dishes. Travellers are also seeking a balance between high-end, destination restaurants and more casual, locally influenced offerings, indicating that variety in dining options is crucial for guest satisfaction.

 A Message from the CEO
Commenting on the findings, Kalindi Juneja, CEO of PoB Hotels, said:
“These results underscore the importance of domestic tourism in the UK. In 2025, wellness—both physical and mental—will take centre stage as guests increasingly prioritise rest, relaxation, and rejuvenation. Travellers are seeking not only traditional wellbeing activities but also more diverse and holistic experiences, reflecting a shift towards more mindful and balanced breaks. Alongside wellness, the importance of food and dining remains strong, with sustainability playing a vital role, as consumers embrace more conscious and authentic travel choices.

 As the leading collection of the finest independent hotels in the UK, we are excited that our 2025 report emphasises the enduring appeal of staycations and British breaks. Guests are gravitating towards cultural hubs as well as scenic coastal regions, perfectly aligning with the themes we’ve incorporated into our pre-curated PoB Breaks. We look forward to continuing to work closely with our member hotels to ensure PoB Hotels remains at the forefront of meeting the evolving desires of luxury travellers in 2025.”

For more information on PoB Hotels, please visit https://pobhotels.com/the-whitepaper-2025/.