Research for our Pub Accommodation Review 2025 – produced in partnership with CGA by NIQ, Stay in a Pub, and VisitEngland – shows that two thirds of operators say their accommodation revenue is higher (43%) or the same (24%) as a year ago, and 56% expect it to grow in the next year. While the hospitality sector continues to navigate increasing cost pressures and squeezes to profit margins, with one third of hospitality businesses operating at a loss, there is an opportunity for pub operators to fortify their businesses with a profitable revenue stream by expanding their offering to tap into the increasingly popular pub accommodation sector.
Pubs offer a unique and comforting experience like no other hospitality business, and UK staycationers recognise this – 79% of those who choose pub accommodation say expectations of friendly and welcoming staff would encourage them to stay.
It’s also true that pub stays are seen as value for money, with more than two in five (42%) consumers thinking pubs offer better value for money than other types of accommodation (making pubs only just behind camping in consumer rankings of the best-value stays).
However, while the demand for pub accommodation is on the rise, it is a competitive sector, and operators need to consider how to grow their reach through online presence, how to increase revenues through a streamlined booking process, and how to best stand out amongst competitors in this market.
Increase Online Visibility
Operators who are considering investing in accommodation as an additional revenue stream, should keep in mind that the customer journey begins even before the booking process.
More than a third of consumers found their last accommodation via search engine, and this is the most popular method for guests to find a pub to stay in. That said, a fifth (20%) of consumers believe that searching for a pub to stay in is difficult – so operators need to ensure they are focusing on becoming more discoverable online, to avoid missing out on potential bookings.
Pub accommodation providers can leverage their technology to increase booking conversions through search engines by integrating their PMS with Google to facilitate a room booking journey directly from their Google search result.
This is only one aspect of improving online visibility, however. It is equally important to consider integration with OTAs (online travel agents), or member associations, such as Stay in a Pub, in order to have greater reach and provide the same booking capabilities as hotels and other accommodation offerings to therefore add a greater of chance of achieving bookings. Through this integration, real time availability will give customers the chance to make bookings right up until the last moment, while operators can track customer data and follow a guest’s journey throughout.
Online reviews are also a key part of online presence, our research found that almost all (92%) consumers agreed they play a huge part in booking decisions. It is vital, then, that pubs manage their overall digital footprint by encouraging guests to post positive reviews and are responsive to all comments, even negative ones, in order to turn even unsatisfied guests into advocates.
Having an active and welcoming social media presence to sell the experience can also attract younger consumers and diversify the appeal of staying in a pub.
Simple Booking Systems
Once the decision to reserve a room has been made, we know that complicated booking systems can deter guests from making those final clicks – in our survey, over half (53%) of those who consider pubs for overnight stays say complicated booking systems can deter them from following through with a reservation. This is particularly true of 18- to 34-year-olds, with over a third (38%) of this age group saying they don’t know how to book a stay at pubs.
Ensuring the booking journey has as few steps as possible and is simple to use, as well as making the most of one-stop platforms such as Stay in a Pub, will therefore maximise reach and conversions.
To further encourage consumers, operators could also consider offering flexible check-in and check-out options. By using integrated POS and PMS systems, operators can easily incorporate accommodation into their day-to-day operations, meaning a dedicated check-in desk won’t be needed as guests can be checked in at a POS, easing pressure on staff, as well as streamlining the experience for guests.
The Unique Pub Offer
There is also an opportunity at this point in the booking journey – when guests are in ‘buying mode’ - for pub operators to amplify other offerings, such as F&B. To upsell this area, operators can offer options such as a bottle of wine in rooms on arrival, or a welcome cocktail with the ‘extras’ functionality within the PMS, which will further boost revenue.
Also, prompting guests to book a table for lunch or dinner with a table booking integration, both during the booking experience and in follow-up communications, such as confirmation emails, can boost spend. Use the opportunity to showcase the best, and most profitable, dishes on your menu and perhaps offer bundle deals for a room, breakfast and dinner, or offer a free drink, or other promotion.
Indeed, a key attraction to staying in a pub is the food and beverage offering. With 67% of consumers viewing the high-quality F&B in a pub as often superior to that of hotel restaurants, operators have a valuable opportunity to enhance overall guest satisfaction by excelling in this area.
Another benefit staying in a pub offers over a hotel, our research demonstrates, is that consumers see pubs as being at the heart of the area they are visiting. Some 39% say pubs offer a more authentic local experience than other types of accommodation. As a result, more than three quarters (78%) of consumers say they are likely to seek local information and recommendations during their stays and so ensuring there is local information available, and teams are primed to give recommendations, will further enhance guest stays.
Beyond a Bed
Providing a bed for the night is one thing, and will no doubt be a valuable additional revenue stream on its own. However, operators wanting to maximise the opportunity of the growing appeal of pub stays, need to understand what they can do to reach more potential guests, encourage them to book and drive spend per head.
From simple and fast reservation systems, to utilising the reach of OTAs, to driving online reviews, to identifying where the opportunities are to upsell and maximise revenues, to freeing up staff to give local recommendations and deliver really great customer experiences, tech will be a helping hand for operators looking at the accommodation market.
