Transparency close to the hearts of British travellers

UK hoteliers were asked to choose the three most critical factors for customers when they book online and the leading answer, chosen by 52% of hoteliers, pointed to clear and easy-to-find cancellation and refund policies. This was followed closely by displaying the total price upfront (50%).

Security and data protection are also front of mind: 41% of respondents highlighted both GDPR compliance and secure payment processing as key decision drivers.

And while practical details dominate, social proof still plays a strong role as 36% of hoteliers emphasized the importance of reliable, authentic guest reviews in influencing bookings.

Fewer hoteliers believed operational or relational factors such as transparency regarding how offers are personalized (26%), immediate access to customer support (25%), or clear identification of the contracting party (23%) were as important to building trust online.

For the complete 2026 UK Accommodation Barometer you can download the full report here .