UK Booking Anxiety Snapshot

What is booking anxiety costing UK brands?

UK consumers are still booking travel, events, accommodation and experiences, but new research shows that confidence now plays a major role in whether they complete a purchase.

The interim UK findings from the Global Booking Anxiety Report reveal how uncertainty influences customer behaviour at checkout, what reassurance customers value most and why refund protection can help turn hesitation into action.

Download the UK Booking Anxiety Snapshot to explore the early findings before the full global report is released.

UK Booking Anxiety (Preliminary Report) - Cover Page A
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A few findings from the UK data

  • 36% ranked knowing they can get their money back if they cannot go as their number one booking confidence factor.
  • 47% said flight disruptions or delays drive anxiety when booking travel.
  • 49% said they would be more likely to use a booking platform again if refund protection was consistently offered.

What the report means for ticketing in the UK

“Ticketing in the UK has rarely attracted more public attention than it is right now. As debates around resale restrictions, dynamic pricing and consumer protection continue to dominate headlines, one thing is becoming increasingly clear: fans want confidence, not just access. They want to know that if life gets in the way, they won't lose the money they've worked hard to spend on live experiences.

This report explores how booking anxiety is shaping purchasing behaviour across the UK live events sector and why reducing uncertainty has become one of the most effective ways to increase conversion, build trust and strengthen long-term customer loyalty.”

- Jason Mastrine, Global Ticketing Lead at Protect Group

What this report means for hospitality in the UK

"The hospitality industry continues to evolve as guest expectations shift beyond simply finding the right hotel at the right price. Today's travellers are looking for confidence throughout the booking journey. The report shows that almost 50% of respondents chose a more expensive booking with refund options included in the price.

This emphasises how booking confidence is influencing direct hotel booking and research journeys across the hospitality sector and why reducing booking anxiety is a powerful driver of direct bookings, revenue retention, guest satisfaction, and long-term loyalty."

- Austin Lopez, Global Hospitality Lead at Protect Group

What this report means for travel, tours and OTAs in the UK

"For UK travel, tours and OTA brands, the report shows that confidence is now a key part of the booking decision. Only 16% of UK respondents chose the lowest-price, no-refund option, while 84% preferred either built-in flexibility or refund protection.

This matters for platforms managing multiple suppliers, dates and customer expectations, where uncertainty can quickly lead to hesitation or comparison. With booking anxiety peaking at checkout, OTAs and tour providers have an opportunity to make refund reassurance clearer, easier to add and more visible. Doing so can support conversion, reduce friction and encourage customers to return for future bookings."

- Stephen Joyce, Global Strategy Lead for Travel, Tours & OTAs

Download the UK booking anxiety snapshot

The full Global Booking Anxiety Report is coming soon. This interim UK snapshot gives brands an early view of one of the most commercially important markets in the study.

Download the report to understand how UK consumers think, hesitate and decide when making bookings, and what businesses can do to create more confident customer journeys.