UKinbound’s latest members’ survey found that while 56% of its members work with smaller accommodation providers and 73% believe such partnerships are “relevant to their business”, only 53% of tour operators and 36% of attractions work consistently with such providers.

However, UKinbound’s survey also found these providers lack awareness of the “revenue and benefits” afforded by a strong relationship with the travel trade.

Among the key factors, identified by UKinbound, holding companies back from working with smaller accommodation providers was the ability to book group accommodation.

Some 63% of all members and 79% of tour operator members said the ability to book groups would definitely enable partnerships while an additional 61% said greater awareness of availability and group discount rates would encourage stronger ties.

Members highlighted five additional proposals that would encourage them to working with independent hotels and small group hotels: training hotel managers to effectively engage with the travel trade; offering special rates for travel trade; including supplier product as added value offer to clients; actively seeking to work with tour operators’ and working harder to have a stronger digital presence.

Joss Croft, UKinbound chief executive, said: “Our tour operator members frequently tell us about their difficulties with finding and securing enough good quality accommodation to satisfy the demand for their groups, particularly outside the big cities in the UK.

“As our survey has highlighted, one factor could be that these types of accommodation providers have a low awareness of how to work with the travel trade and the revenue and benefits it can bring.

“Our current accommodation members have benefitted hugely from being a part of UKinbound and we are keen to try and secure more relationships with independent and small group hotels all over the UK to mutual benefit.”