Consumers would choose their UK holiday accommodation based on its cleanliness over a good view, according to new research from building society The Cumberland.

Just 51 per cent say they are looking for a good view when it comes to choosing which property to stay in on their UK holiday this year, with 71 per cent stating that cleanliness is their priority when making their choice of accommodation.

Despite government plans to relax foreign travel, research suggests there is still caution amongst UK holidaymakers, with 84 per cent opting to holiday in the UK this summer.

Managing Director of Cumbria Tourism, Gill Haigh, said: “Our region is bursting with great ideas for appealing, covid-safe places to stay, world-class attractions and things to do.

"We also have an array of stunning landscapes and wide-open spaces for people to discover, so it’s not surprising that the Lake District, Cumbria has such a strong appeal as a year-round visitor destination.

"Our tourism and hospitality businesses have been quick to adapt to changing circumstances over the past 15 months and continue to flex and innovate to offer guests the safest, most memorable holiday experiences they possibly can.

"The research shows that their hard work is really valued by potential visitors and we look forward to seeing them over the coming months."