If you run a hotel, you already know how important first impressions are. When a guest arrives, the experience begins the moment they drive in. Rising travel costs and the cost of living are encouraging many UK families to holiday closer to home. Most travel by car. In this environment, your car park becomes a key touchpoint. A smooth arrival, clear parking process and seamless check in sets the tone for the rest of their stay.

In this article we explore how hotel parking management offers a hidden opportunity in the budget season. By improving parking operations you can enhance guest experience, reduce operational effort for staff, and yes, even drive incremental revenue.

Rise of Domestic Tourism and Why It Matters Now

Domestic tourism in the UK remains strong. In 2024 British residents made about 105.6 million overnight visits within Great Britain, staying a total of 308 million nights and spending around £32.9 billion. Parliament Research Briefings Even though volumes have slightly fallen in recent months, spend per overnight trip increased by 7% in the second quarter of 2025 compared with the same period in 2024. VisitBritain.org

What this means is that more people are opting for “staycations”, short breaks, or weekends away close to home. Many will travel by car. For hoteliers, that means there is an opportunity in every arrival: car parking can make or break the guest’s mood.

Why the Car Park Is Your First Impression

Guests do not judge your hotel by your lobby first. They judge it from the car park. If arrival feels chaotic, if finding a space is frustrating, signs are confusing, or payment machines do not work, guests already feel stress before they even reach reception.

While your housekeeping team might not influence how late the guest’s dinner arrives, a frictionless arrival builds goodwill. It creates a sense that the hotel cares. It gives the guest confidence that the rest of their stay will be well managed.

Transforming the Car Park into Operational Ease

You need parking to be something your team does not have to constantly worry about. Here are ways to make parking effortless:

• Automatic Number Plate Recognition (ANPR) for guest vehicles and permitted long-stay guests. Gate-free entry and exit means less staff time checking permits or answering questions. 
• Digital guest permit systems so that guests or pre-booked visitors are recognised automatically, no paper permits, no queues.
• Reliable contactless and app-based payments, pre-book options, so payment friction is reduced. Broken machines or cash-only kiosks can cause complaints.
• Clear signage and simple instructions, so guests arrive knowing where to go, where to park, and how to pay.

When parking is smooth, your front desk staff get fewer questions, fewer complaints, and more time to focus on guest satisfaction.

Making Use of Off-Peak Periods for Additional Revenue

Budget season often means quieter bookings midweek or out of peak hours. That is where hotel parking can work harder for you:

• Open car park spaces to non-staying visitors during off-peak times. For example, people going to local attractions, restaurants, or commuters might need short-term parking. 
• Offer “park & dine” packages, encouraging local diners to use your car park and restaurant, or combining local experiences.
• Run event-related offers. If there is a festival, sports match or local event nearby, advertise short-term parking at your hotel as an option for visitors who do not need a room.

These strategies generate revenue you might otherwise miss, and they carry minimal operational burden if the parking system is well managed.

EV Charging as a Decision Factor

Electric vehicle adoption is increasing rapidly. As more travellers take road trips or drive between cities, they look for hotels with EV charging facilities. Offering EV charging makes your hotel a “no brainer” for those who need to top up their batteries overnight or during a stopover.

When guests plan their journeys, maps and apps often show hotels with charging points. Without them you risk losing bookings. With them you attract guests who value convenience and sustainability. Having EV infrastructure can also support your brand, showing you are forward-looking and environmentally conscious.

Putting It All Together: What Hotel Leaders Should Do

For hoteliers, transforming parking from a challenge into an advantage involves practical steps. Here are priorities to consider:

1. Audit your car park operation. Identify where guests face friction: arrival delays, payment issues, capacity shortages, unauthorised parking.
2. Upgrade or install reliable parking systems such as ANPR, digital permits, pre-booked parking. Choose systems that integrate easily with your reservation and guest management software.
3. Create defined pricing or offer structures for off-peak car parking, local “park & dine” or event parking. Make use of online promotions or local advertising.
4. Plan for EV infrastructure if you do not have it already. Even starting small – one or two chargers can make a big difference.
5. Train staff and communicate clearly. Signs, guest communications, website details, and check-in info should all make parking easy to understand for guests.

Case in Point: Small Details, Big Impressions

Imagine two hotels:

• Hotel A has a guest arriving after a long drive. Signage is poor, payment machine is out of order, they waste time circling. Guest arrives frustrated. The rest of their stay is affected by that first impression. 
• Hotel B has ANPR, clear digital permit for guest registration, EV charger, online pre-booked parking, app-based payment. Guest arrives easily, parks with clarity and feels well cared for. That sense of care influences how they rate their stay, whether they return, and whether they recommend.

These small operational improvements lead to higher reviews, repeat stays, and more positive word of mouth.

The Free Guide for Hospitality Leadership

We have created The Guide to Perfect Parking Hospitality Edition. It collects best practice ideas for hospitality operators, including hotels, to streamline guest arrivals, reduce operational costs, improve guest satisfaction and unlock additional revenue where it makes sense.

If you are making budget submissions now or planning upgrades for the season ahead, this guide will give you value. It helps you identify what to prioritise in parking operations, so your improvements pay off for guests, staff and your hotel’s reputation.

Conclusion

Budget season is not just a time for reflection. It is a chance to refine operations, make the guest journey feel effortless from arrival, and get ahead of the competition. Hotel parking management is often overlooked, but it has hidden potential: smoother arrivals, happier guests, and modest revenue gains when it makes sense.

If you implement the right systems: ANPR, digital permits, EV charging, flexible off-peak offers, and focus your team on guest experience, your car park transforms from a cost centre into a silent ambassador for your hotel’s quality.

Download the Guide to Perfect Parking: Hospitality Edition now, see how other hotels are doing it, and make sure your hotel stands out this season, not because of price, but because of the experience.