Latest data from BVA BDRC found 80% of leisure guests had already booked a domestic stay, or were highly likely to, in the January peak period as opposed to foreign trips.
The research firm said the domestic leisure market has "dominated the sector" during the pandemic, with an average of 3.8 leisure trips taken over the past two years, against 1.3 domestic business trips. Beach and resort breaks were popular, as more exotic climates were unavailable.
The firm’s hotel guest survey claimed consumers are becoming "more comfortable" with the idea of booking an international holiday, but nearly twice as many adults booked a UK holiday during January.
James Bland, BVA BDRC director, said: "Comfort with the idea of staying in hotels and other types of paid-for accommodation jumped significantly as Omicron-driven fears receded and the accommodation sector is closing in on the pre-pandemic norm in terms of consumer comfort levels.
"What remains to be seen is whether this recovery will endure, or whether this is one final hurrah before the cost-of-living crisis starts to bite.
"As we saw from our survey, value is a driver for consumers and there are further factors heading towards us, including the energy price cap increase and possible economic repercussions of Putin’s war on Ukraine."
The study further claimed "confidence was growing", with 47% of UK consumers happy to book a domestic trip to be taken in a few months and 32% to go now.
"As guests have become more comfortable with staying in hotels, they have also started to return to the cities," Bland added.
"Looking at future intent for the next 12 months, 47% were planning a city break, while 34% wanted to visit a local area or attraction and 32% were aiming to visit friends or relatives."
