London, International Demand, and the Modern Traveller – What the Data Is Telling Us

42.5 million overseas visits to the UK in 2024. A record.

Nearly half of them were to London.

International demand is not a nice bonus for UK hospitality – it is a structural pillar of the sector's performance, particularly for the capital. And in 2026, with domestic economic headwinds still present, it is one of the most resilient demand streams available to London operators.

The forecast reflects this. London RevPAR is expected to outperform the regions (+1.8% vs +1.5%), driven by strong international and event-led demand. A weaker pound continues to make the UK an attractive destination for US and European travellers. The fundamentals are sound.

But here's what I think is the more interesting conversation: the international traveller has changed.

Who is coming – and what they want

Millennials and Gen Z now represent a significant and growing share of international travel. They are not looking for a traditional hotel stay. They are looking for:

Experiences – local partnerships, storytelling, a sense of place that a chain hotel cannot manufacture

Sustainability – genuine credentials, not greenwashing; this audience is discerning

Bleisure – the blending of business and leisure travel is real and growing; co-working spaces and wellness amenities are no longer differentiators, they're expectations

For boutique independents, this is actually good news. The things that make you distinctive – character, locality, genuine hospitality – are precisely what this audience is seeking. The challenge is making sure your product, marketing, and distribution are aligned to capture it.

The commercial priorities for London properties

• Prioritise international source markets in your marketing: US, Europe, and increasingly Asia
• Ensure your booking experience supports international guests – multi-language capability, international payment options, clear communication
• Optimise your presence on international OTAs and consortia platforms (Virtuoso, Preferred Hotels, etc.)
• Tell your story in a way that resonates with experiential travellers – your 'about' page and social channels are doing commercial work here

And for regional properties?

International demand is lower outside London, but it is not absent. The domestic short-stay market remains your foundation (80.5% of stays, 69% domestic guests), but international visitors provide valuable diversification. The bleisure trend in particular creates opportunity for regional properties near business hubs or with strong leisure credentials.

The 42.5 million figure is not just a statistic. It is a market. The question is whether your property is positioned to capture its share.