With rising consumer attention on cost, convenience, and digital reviews, a new YouGov Surveys: Serviced poll explores how UK adults approach booking accommodation while travelling. The survey examines where Britons prefer to stay, what influences their booking decisions, and what makes them walk away from a reservation, either before or after checking in.

Hotels remain the top choice, but short-term rentals appeal to younger travellers

Hotels are still the most common choice for British travellers, with more than two-thirds (68%) saying they typically opt for them when travelling. However, this preference is notably lower among 18- to 24-year-olds (58%), who show a stronger inclination toward short-term rentals like Airbnb or Vrbo (42%).

By comparison, only 23% of adults aged 55 and over say they usually stay in short-term rentals, underscoring a generational divide in travel accommodation habits. Hostels attract a small share overall (7%), but appeal more strongly to the youngest cohort — 19% of 18- to 24-year-olds reported using them.

Price and location lead in decision-making

When choosing accommodation, price (26%) and location (26%) are tied as the most important factors for UK adults overall. Among 18- to 24-year-olds, price edges ahead as the top priority (32%), whereas adults aged 55+ are more likely to prioritise location (31%).

Cleanliness ranks as the top factor for just 12% of respondents overall but becomes slightly more important to older age groups (14% for 55+). Reviews and ratings matter most to nearly one in five (18%) and are especially important to those aged 25–44, where 22% in each group say reviews are their top consideration.

Negative reviews and poor condition are major dealbreakers

Although reviews and ratings don’t feature high up in influencing factors, poor or missing reviews are a clear dealbreaker for 56% of UK travellers when choosing accommodation, rising to 69% among the youngest adults (18–24). The condition of the property also plays a key role, 62% of UK adults say they would not book a property if it appeared dirty or outdated based on photos or reviews.

Safety and cost concerns also strongly influence decisions. About two-thirds (64%) say they would avoid a property in a poor or unsafe location, while more than half (54%) are put off by accommodations that are overpriced relative to alternatives. Hidden fees (44%) and bad customer service reputations (51%) round out other frequent deterrents.

Cancellations and walkouts are usually linked to cleanliness, pests, or misleading listings

Around 69% of travellers say they’ve never had to cancel or leave accommodation immediately after booking/arriving at the property. However, this figure varies by age suggesting that younger adults are more likely to experience — or act on — issues that prompt abrupt exits from booked stays.

The top reason for last-minute cancellations or departures is encountering a strong unpleasant smell, such as mould, cigarettes, or animal urine, cited by 11% of UK adults. This concern is relatively consistent across age groups, peaking slightly among 25- to 34-year-olds at 13%.

Signs of pests such as bed bugs, cockroaches, or rodents also drive cancellations, with 9% of travellers citing this issue overall. Younger adults again appear more sensitive here, with 14% of 18- to 24-year-olds and 12% of 25- to 34-year-olds reporting pest problems as a reason to leave accommodation early.

A mismatch between listing photos and the actual appearance of the property has also led 9% of respondents to cancel or exit upon arrival. Other common triggers include arriving at a property that felt unsafe or extremely noisy (8%), discovering that the accommodation was still under maintenance or not ready for guests (8%), and encountering missing or non-functioning key amenities such as air conditioning, Wi-Fi, or hot water (7%).

A smaller but notable group of travellers (7%) have left a property due to unprofessional or absent hosts or staff, while 8% say they’ve encountered evidence of recent guests such as unmade beds or used towels prompting them to cancel or leave. These incidents again appear more commonly among younger travellers.

While some issues like pests or misleading photos can be addressed through better listings and cleanliness standards, others highlight the importance of accurate representation and responsive property management. Younger adults in particular are less tolerant of discrepancies or poor conditions, and more likely to act immediately when expectations aren’t met.

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Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 9-10 July 2025, with a nationally representative sample of 2,108 adults in the United Kingdom (aged 18+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education and region to be representative of all adults. Learn more about YouGov Surveys: Serviced.

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