Olympics Price Warning To Uk Hoteliers

Monday, 14 March 2011

As reports emerge of hoteliers in London increasing their prices significantly in an attempt to cash in on the Olympics before tickets go on sale tomorrow, a UK travel expert is warning hoteliers to think carefully before hiking up their room rates.

iknow-uk, Britain's leading independent tourism and accommodation directory is warning accommodation providers to look at the longer term impact of trying to make a quick return during the Games.

Julian Ross, from iknow-uk, said:  "The Olympics has caused a real dilemma for UK tourism in terms of pricing.  Hoteliers obviously want to make as much money as they can from what is set to be a very busy period for them, but there's a significant danger that if they try to cash in too heavily they will create long-term damage that will be difficult to recover from.

"If accommodation prices rise too far, visitors will perceive the UK as an expensive place to come on holiday, and will decide to go elsewhere.  It's about creating a balance, to ensure that the tourism industry is benefitting in order to help boost the economy, whilst ensuring extensive profiteering doesn't scare off potential and future visitors.

"Maybe there should be guidelines introduced to prevent prices rising by more than 20 or 25 per cent above standard rates?  After all, varying prices according to demand is fine and something which has been done for a long time by accommodation providers - but if we're not careful, we could undo a lot of good which is being done to attract people to the country with events such as the royal wedding and the Olympics.

"We should be aiming to gain maximum benefit from these amazing events, without going over-the-top.  Otherwise people won't come back again - and that's a real problem for the future visitor economy."

iknow-uk's websites cover Britain's most popular tourist regions and are visited by more than a million users each month. 

Hospitality or accommodation providers looking to list their business on one of iknow's websites should visit www.iknow-uk.com or call 0800 064 3333.




 Notes to Editors


About iknow-uk:

  • iknow-uk specialises in helping people plan and book the perfect UK holiday, by researching and offering the best local information to inspire the thousands of.people that visit the sites each month
  • Iknow-uk gives visitors a wide choice of ways to research and contact accommodation providers. They can book online or have the option to contact properties by phone, email or through their websites
  • iknow-uk ltd launched iknow-yorkshire in September 2003. It has since launched an additional 19 sites, including iknow-scotland, iknow-lakedistrict, iknow-northwest, iknow-cornwall, iknow-devon, iknow-wales, iknow-dorset, iknow-kent, iknow-somerset, iknow-sussex, iknow-hampshire, iknow-northeast, iknow-peakdistrict, iknow-london, iknow-homecounties, iknow-westmidlands, iknow-eastmidlands and iknow-cotswolds. iknow-northernireland is soon to follow
  • April 2009 saw the launch of a comprehensive hospitality section to iknow-yorkshire. Hospitality is now also available on all the iknow-uk regional sites
  • For further enquiries on listing on iknow-uk's websites, please contact Rachael at iknow-uk on 01772 521178