One in five adults living outside London hasn't visited the capital for over a decade. A survey of 2,000 adults living outside of the city revealed that more than half (52%) admitted accommodation costs make it too expensive to visit. Additional factors preventing people from visiting include the cost of transport (50%), and not having enough time to organise a big trip (21%).
Meanwhile, one in 10 have avoided the city because the Underground system confuses them. But 58% would love the chance to explore the city, with cheaper accommodation, discounted attraction tickets, fewer crowds and a clear itinerary likely to draw them in.
The study was commissioned by easyHotel, which tasked presenter Hattie Carter with experiencing London in 24 hours on a £150 budget, beginning from its Croydon property which has recently completed a comprehensive refurbishment.
Nathan White, UK operations director for the hotel chain, said: “There’s no denying that London is often seen as expensive and out-of-reach for those on a budget, particularly as the cost of living continues to rise.
"However, with a few simple hacks such as opting for affordable accommodation, the capital becomes much more accessible to all.
“Croydon has quick transport links reaching central London in under 15 minutes, so it’s a great option for those who want to spend their budget on the experiences that make a London trip worth it.”
The study found a quarter of adults typically plan their trips between two and six months in advance, though younger travellers are embracing spontaneity, with 60% of 18- to 24-year-olds preferring to book within one month or less.
Kew Gardens (51%), Tate Modern (50%), and Camden Market (44%) topped the list of sights people want to visit. And 36% of respondents said they would be most likely to visit London in the summer.
Cheaper travel options are what 44% of adults say would make them more likely to visit London in the next 12 months – with the average adult willing to spend £66.15 on a return train ticket.
While accommodation came second to travel as 37% of those polled via OnePoll.com would be swayed if it was more affordable and would be happy to pay an average of £118.13 for an overnight stay.
But despite 32% filling with excitement then thinking of planning a trip to the big city, 24% feel anticipation – and 21% associate it with stress.
The spokesperson for easyHotel Croydon, where an average overnight stay costs just £58.27, added: “It’s clear there is still a huge appetite to visit London and explore everything the city has to offer, but for many it’s about how to make it happen without breaking the bank.
“Our £150 budget challenge proves it can be done. By staying smart at an accessible and affordable hotel, London is doable.
“We want to help more people visit the capital for a memorable and positive experience, while keeping their budget firmly under control.”
