A significant new survey has uncovered that one in five adults living outside London have not visited the capital for more than ten years, primarily due to perceived high costs. The research, commissioned by budget hotel chain easyHotel, polled 2,000 adults from across the UK and found that over half (52%) cite expensive accommodation as the main barrier to visiting London.
Key Barriers to London Tourism
The study identified several major factors preventing people from travelling to London. Transport costs were highlighted by 50% of respondents, while 27% pointed to the price of dining out as a deterrent. Additionally, 21% reported lacking the time to organise a substantial trip, and one in ten admitted to avoiding London because they find the Tube system confusing.
Despite these obstacles, the research revealed a strong latent desire to explore the city. A substantial 58% of those surveyed expressed they would welcome the opportunity to discover London, particularly if more affordable accommodation, reduced attraction prices, smaller crowds, and straightforward itineraries were available.
Top Desired Attractions and Seasonal Preferences
When asked which London attractions they most wanted to visit, respondents showed clear preferences. Kew Gardens emerged as the top choice for 51% of participants, followed closely by Tate Modern at 50% and Camden Market at 44%. The survey also indicated that 36% of people would be most likely to visit London during the summer months.
The research further explored travel planning habits, revealing that a quarter of adults typically organise their trips between two and six months in advance. However, younger travellers are increasingly favouring spontaneous plans, with 60% of 18- to 24-year-olds preferring to book their travel within one month or less.
The £150 Budget Challenge
To demonstrate that London can be experienced affordably, easyHotel tasked presenter Hattie Carter with a unique challenge: spending 24 hours in the capital on a strict £150 budget. The challenge began at easyHotel's recently renovated Croydon location, which offers quick transport links to central London in under 15 minutes.
Nathan White, UK operations director for easyHotel, commented on the initiative: "There's no denying that London is often seen as expensive and out-of-reach for those on a budget, particularly as the cost of living continues to rise. However, with a few simple hacks such as opting for affordable accommodation, the capital becomes much more accessible to all."
What Would Encourage More Visits?
The survey specifically asked what would make people more inclined to visit London in the next twelve months. Cheaper travel options emerged as the top incentive for 44% of adults, with the average respondent prepared to spend £66.15 on a return train ticket. Affordable accommodation ranked second, with 37% saying they would be persuaded to visit if overnight stays were more reasonably priced, expressing willingness to pay an average of £118.13 per night.
Emotional responses to planning a London trip varied among participants. While 32% reported feeling excitement at the prospect, 24% described feeling anticipation, and 21% associated trip planning with stress.
Proving London is Doable on a Budget
A spokesperson for easyHotel Croydon, where an average overnight stay costs just £58.27, emphasised the importance of making London accessible: "It's clear there is still a huge appetite to visit London and explore everything the city has to offer, but for many it's about how to make it happen without breaking the bank. Our £150 budget challenge proves it can be done. By staying smart at an accessible and affordable hotel, London is doable."
The spokesperson added: "We want to help more people visit the capital for a memorable and positive experience, while keeping their budget firmly under control." The easyHotel initiative aims to challenge perceptions of London as exclusively expensive and demonstrate that with careful planning, the city's attractions can be enjoyed without substantial financial strain.
