A fifth of adults living outside the capital haven’t set foot in London for more than 10 years.
A poll of 2,000 adults who live outside the Big Smoke found more than half (52 per cent) admitted the cost of accommodation is simply too expensive, while 27 per cent added they haven’t been as recently as they’d have liked because of the cost of restaurants.
Other reasons holding people back from a visit include the price of getting around (50 per cent), cost of eating in restaurants (27 per cent) and not having the time to plan a big trip (21 per cent).
While one in 10 have stayed away because the underground confuses them.
But 58 per cent would love the chance to explore the UK’s biggest city, with cheaper accommodation, discounted attraction tickets, fewer crowds and a clear itinerary likely to draw them in.
The research was commissioned by easyHotel [https://www.easyhotel.com/hotels/united-kingdom/london/croydon-town-centre], which challenged presenter Hattie Carter to experience London in 24 hours on a £150 budget, starting from its Croydon accommodation which has recently undergone a full 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 also found a quarter of adults typically plan their trips between two and six months in advance, though younger travellers are embracing spontaneity, with 60 per cent of 18- to 24-year-olds preferring to book within one month or less.
And 36 per cent of respondents said they would be most likely to visit London in the summer.
Kew Gardens (51 per cent), Tate Modern (50 per cent), and Camden Market (44 per cent) topped the list of sights people are yet to experience in real life.
Cheaper travel options are what 44 per cent 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 per cent 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 per cent filling with excitement when thinking of planning a trip to the big city, 24 per cent feel anticipation – and 21 per cent 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.”
TOP 10 REASONS ADULTS HAVEN’T VISITED LONDON:
1. Cost of accommodation
2. Cost of transport/getting there
3. Cost of restaurants
4. I haven’t had the time to plan a trip
5. I’m worried it will be too crowded or busy
6. It’s too overwhelming
7. There is too much to fit in
8. The underground confuses me
9. I’m saving London for a special occasion
10. I feel like I’ve ‘done’ London already earlier in my life
