- 60pc of British households own pets with the dog-friendly travel sector forecast to reach £40bn by 2030
- 95pc of pet owners consider animals family members and prioritise their welfare
- Paws & Stay bookings have surged 125pc since 2023 with Haven seeing 15pc demand growth
- Dedicated content, pet packages and clear policies have been recommended for hotels
- Social media featuring pets and paid campaigns have been suggested to drive direct bookings
Net Affinity has published insight into how hoteliers can turn growing demand for pet-friendly travel into stronger direct bookings, with 60pc of British households owning pets and the dog-friendly travel sector forecast to reach almost £40bn by 2030.
Research has shown that 95pc of pet owners consider their animals part of the family, while more than half care more about their pet’s welfare than their own. A 2024 study by the University of Surrey has estimated the dog-friendly travel sector will be worth almost £40bn by 2030. UK-based dog-friendly accommodation platform Paws & Stay has seen bookings surge by 125pc since 2023, while Haven has recorded a 15pc rise in demand for pet-friendly breaks over the same period.
The strategy has created content designed to answer pet owner questions, including hotel pet policies, restrictions, included amenities, nearby walking routes and local dog-friendly attractions. Packages have been suggested including pet beds, water bowls, treats, welcome notes and recommended walking routes. Social media content featuring pets has been identified as highly shareable, with The Rabbit Hotel & Retreat’s resident canine ambassador Florence reinforcing dog-friendly identity. Paid campaigns with clear creative imagery have been recommended to lead to dedicated landing pages rather than generic homepages.
Nat Affinity shared: “Pet-friendly travel is no longer a niche consideration for hotels, for a growing number of guests, pets are part of the holiday decision-making process from the very beginning. For many guests, pets are not an afterthought, they are part of the household and, increasingly, part of the booking decision. The opportunity lies in making pet-friendly stays visible, easy to book and compelling enough to drive guests through the direct channel.”
