The latest VisitBritain 2025 Travel Trends report reveals that the UK’s guesthouse sector is thriving, with 53% of British travellers now choosing independent stays over traditional hotel chains.
This shift comes at a time when chain hotels continue to grow, yet more travellers are prioritising personal experiences, cultural immersion, and community-focused stays. According to VisitEngland, the boutique and independent accommodation market is predicted to see a 12% rise in bookings this year, with international tourists particularly drawn to the uniqueness and warmth of guesthouses.
For Inga Grigaitiene, a Cambridge-based entrepreneur and owner of the award-winning A & B Guesthouse, these figures confirm a long-standing trend she has seen within the industry.
“Guests rarely remember the size of the TV or the thread count of the sheets,” she said. “They remember how they felt – welcomed, valued, and at home. That is something a chain cannot replicate.”
Her guesthouse has hosted everyone from academics and global business leaders to families visiting their children at university. The feedback is consistently the same: it’s the human connection that stands out.
- 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.
For Inga, hospitality has never been just a business transaction but a calling.
“We are more than service providers – we are storytellers, connectors, and cultural ambassadors. The future of hospitality belongs to those who dare to lead with heart.”
