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Olympic legacy boosts international demand for UK hotels

Interest in UK hotels grows, as Olympic legacy shines on worldwide, finds Hotels.com.

As London celebrates the first anniversary of the 2012 Olympics on 27th July, the UK is enjoying a surge in interest from international visitors. According to Hotels.com, demand for hotels is growing across all cities that hosted Olympic events last year, with visitors from Russia, Hungary and New Zealand among those most interested in visiting Great Britain.

Hotels.com has seen an 81% increase in searches for hotels in the capital by Hungarian visitors and a 76% rise in searches in Germany during the first six months of 2013, following both countries success at the Olympic Games. Hungary ranked ninth in the medal table while Germany took sixth place.

The Japanese – who were the third highest spenders on hotel rooms last year according to the 2012 Hotels.com Hotel Price Index – took third place, with a 53% increase versus the first half of 2012. The capital is also proving popular with visitors from New Zealand and South Korea, with searches rising by 45% and 38% respectively.

“Britain’s Olympic legacy stretches far beyond London. Cities across the UK are benefiting from renewed interest from tourists worldwide, as visitors see the UK in a new light,” said Alison Couper at Hotels.com. “Investments made to improve tourist attractions and modernise accommodation ahead of last year’s Games should ensure that the UK remains a world-class tourist destination for many years to come.”

Manchester, which hosted a number of football and basketball matches at the Old Trafford and MEN arenas, has seen a huge increase in interest from Russia; searches for accommodation in the city have grown by 218%. Searches are also rising in New Zealand, up by 58% on last year.

However, some of the biggest increases have been seen in Cardiff. The Welsh city hosted several men’s and women’s football games at the Millennium Stadium and its moment in the spotlight now seems to be paying off.

Interest in Cardiff is growing in Russia and Hungary. Searches for hotels have risen by 94% and 83% respectively. Travellers in Ukraine are also considering Cardiff, with searches for hotels in the city growing by 81% this year, while searches in New Zealand have increased by 58%.

Glasgow, which hosted the first event of the 2012 Games at Hampden Park, is also proving popular with visitors from New Zealand; searches have risen by 82% when compared to the first half of 2012. Searches for hotels have also risen in Hungary and Russia by 44% and 37% respectively.

“A year in the spotlight helped the UK to achieve one of its best years for tourism in 2012, according to VisitBritain, so it’s great to see that this is continuing,” added Alison Couper. “The Olympic Games showcased a modern and multicultural image of the UK, and visitors now recognise that there is more to Britain than London. This legacy is driving tourists to look beyond the capital. This change could provide a welcome boost to local economies as new jobs are created to meet growing demand from international visitors.”

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Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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