The guesthouse sector in the UK is thriving in 2025, with new data from VisitBritain’s 2025 Travel Trends revealing that 53% of British travellers now prefer personalised, independent stays compared with hotel chains.
Despite continued investment and growth among chain hotels, travellers are increasingly seeking authentic cultural experiences and a stronger sense of community and connection. VisitEngland projects a 12% increase in bookings for boutique and independent accommodation this year, with international tourists showing a particular preference for the ‘local feel’ that guesthouses provide.
For Cambridge entrepreneur Inga Grigaitiene, who owns the multi-award-winning A & B Guesthouse, the data simply reinforces the patterns she has long witnessed among travellers.
- Domestic tourism is up 6% year-on-year, with more Britons opting for shorter, personalised breaks rather than standardised hotel offerings [VisitBritain].
- The so-called ‘Airbnb effect’ has shifted consumer expectations, with 7 in 10 UK travellers now saying they seek accommodation that feels “unique and rooted in local culture” [Mintel Travel Report 2025].
- Sustainability and community impact are driving decisions, with independent guesthouses seen as more eco-conscious and supportive of local economies than corporate chains.
