The research is from the 2025 Pub Accommodation Review, based on surveys of more than 4,000 consumers and operators commissioned by Stay in a Pub, supported by Visit England and Zonal Hotel Solutions and conducted by CGA by NIQ.
The review found that pub accommodation is particularly appealing to older consumers, with 65% of those who stay in pubs or are interested in doing so being aged 55 or older. The survey highlighted lower usage among younger consumers, often because of outdated impressions of pubs’ facilities.
At least half of those who stay in pubs or are interested in doing so said that pubs provide a friendlier atmosphere (50%), more traditional and historic charm (53%) and more relaxed environments (53%) than any other type of accommodation.
Two thirds (67%) said they offer the best range of food and drink—more than double those (30%) who rate hotels best.
Authentic local experience
Consumers also recognised that pubs are at the heart of the places they want to visit, and 39% think they offer a more authentic local experience than other types of accommodation.
Pub staff were also highlighted as having a big role to play in linking people with these communities with 78% of consumers saying they are likely to seek local information and recommendations during their stay.
The Pub Accommodation Review also indicated stability in the frequency of pub stays and an average nightly spend of £106.
However, the average length of stays has slipped from 2.2 to 1.9 nights since 2023—a sign of the impact of rising costs on consumers’ spending, the report concluded.
CGA by NIQ senior insight consultant Reuben Pullan said the research made it clear Britain’s pubs have a very special place in consumers’ lives.
He continued: “They provide an atmosphere, food and drink and local knowledge that other types of accommodation can struggle to match.
“Nevertheless, there is room for operators to extend their appeal to millions more consumers, and younger adults in particular.
Extend appeal
“Better discoverability, sharper marketing around the unique characteristics and easier booking can all help pubs become even more attractive destinations for stays.”
Stay in a Pub CEO Sophie Braybrooke added: “Pubs have always been part of the fabric of British life — and staying in one adds an extra layer of charm and character to any trip.
“At Stay in a Pub, we hear time and again from guests who’ve loved the warm welcome, the conversations by the fire, the freshly cooked food, and the feeling of truly being part of a place.
“This report backs that up — and shows there’s real potential to grow, by helping more people find the kind of stay that suits them. Every pub is different, and that’s what makes them so special. Stay in a Pub exist to celebrate that, and to make pub stays easier to discover, book and enjoy.”
Meanwhile, Zonal sales director Stuart Derricott said the review highlighted the special appeal of pubs as overnight destinations, and the significant potential for growth in the sector.
He said: “The data shows what is important to consumers when selecting and booking a place to stay.
“By optimising their online presence, and ensuring they offer a simple, easy-to-navigate booking journey, operators can fully capitalise on the opportunity.”
