Flexibility in payments and artificial intelligence are emerging as factors influencing the competitiveness of tourist accommodation. What Booking.com research reveals about UK hospitality businesses and international travellers’ expectations ahead of 2027
The availability of a traveller’s preferred payment method can be crucial to completing a booking, according to new Booking.com research in the United Kingdom. 62% of industry professionals surveyed said they had seen customers abandon the booking process because their preferred payment method was unavailable.
The survey was conducted from 11 to 16 September 2026, involving 500 senior executives and decision-makers at hotels, resorts, serviced apartments and B&Bs in the United Kingdom.
The findings highlight the role of payments in the booking experience, as hospitality businesses seek to reduce booking abandonment, increase direct sales and attract more international visitors.
Digital wallets and international payment methods
Travellers’ preferences for specific payment methods appear to have a substantial influence on their decisions. 67% of respondents reported that travellers are less willing to complete a booking when their preferred payment option is unavailable.
Meanwhile, 87% observed growing expectations for the ability to pay through digital wallets such as Apple Pay and Google Pay.
Catering to guests from different markets is also particularly important. Of the executives surveyed, 71% said that international travellers seek payment methods widely used in their home countries. Examples cited by Booking.com include Alipay and WeChat Pay, which are associated with the Chinese market, as well as Pix, Brazil’s instant payment system.
Adapting to the payment habits of visitors from different countries is therefore another consideration in managing international demand. Offering a familiar and easy-to-use payment method can help travellers complete their bookings.
More payment options, more bookings
Expanding the range of available payment options appears to be associated with commercial benefits for the businesses surveyed.
Specifically, 84% said that offering more payment methods had helped secure additional bookings. A further 34% estimated that accepting more domestic and international payment options could increase their business revenue by more than 20%.
These percentages reflect the assessments of the professionals surveyed, rather than an independently measured increase in revenue across the market. Nevertheless, they underline the importance businesses place on making the booking process easier.
The issue is relevant to both hotels and short-term rental managers, particularly those seeking to increase direct bookings and reach travellers from markets with different digital and consumer habits.
Artificial intelligence becomes part of daily operations
Alongside payments, the survey records a significant increase in the use of artificial intelligence by hospitality businesses.
The proportion of businesses using AI tools daily rose from 32% in 2025 to 66% in 2026, according to Booking.com’s figures.
Among those already using the technology, 45% use AI to analyse guest feedback and identify potential improvements to their services. Another 40% use it for translation and communication with international customers.
These applications can make it easier to process guest feedback and communicate with customers who speak different languages. The survey also records high expectations for further use of the technology in the coming years.
Specifically, 74% of respondents believe that AI in fraud detection and cybersecurity will have a substantial impact on their business within the next three years. Similarly, 71% expect a significant impact from the use of AI tools in revenue management.
International tourism: An opportunity and a challenge for 2027
The growth of international travel is seen as a significant business opportunity by the majority of participants. More than three in four, specifically 77%, believe that increasing international travel could create new opportunities for their business in 2027.
However, attracting international visitors does not automatically lead to completed bookings. 28% of respondents identified the need to meet the differing expectations of international travellers as one of the main challenges in converting interest into bookings.
These expectations include payment methods, communication in the guest’s language and the ease of the overall booking process.
Carlo Olejniczak, Vice President and Managing Director for EMEA at Booking.com, noted that UK hospitality businesses have significant opportunities to welcome more visitors from around the world next year. However, he explained that reaching a traveller thousands of miles away, understanding their expectations and converting their interest into a booking is not always straightforward.
The findings suggest that the competitiveness of tourist accommodation depends on more than location, price and service quality. The payment experience, adaptation to international visitors’ needs and the use of technology are emerging as additional factors that businesses need to consider ahead of the next tourism season.
