Blackpool has the third best value hotels in the country according to a new survey.
The resort proved to be among the leaders in value for money, despite a two per cent drop in hotel rates, the Hotels.com study showed.
The figures for the first half of 2014 revealed that the average room rate was £60 in Blackpool.
That was up two per cent on the same period in the previous year.
Nationally, UK hotel guests in the first half of 2014 paid an average room rate of £105 a night, a figure two per cent higher than in 2013.
The data, released in the latest Hotels.com Hotel Price Index, showed that the positive influx of visitors was felt across the country as prices rose in 38 of the 46 UK destinations included in the report.
Between January and June, prices in London saw a four per cent increase overall, rising from £131 to £137.
St Andrews in Scotland held the top spot with an average room rate of £161, a six per cent increase on the same period last year.
Bradford hotels claimed the best value with room rates at £49, less than half the national average.
Matt Walls, vice-president of Hotels.com, said: “It is a sign of the attractiveness of the UK as a business and holiday destination that travellers are willing to part with more to stay here.”
Claire Smith, from Stay Blackpool, which represents the hoteliers, said the town had hotels to suit all pockets.
She said: “I am not surprised by these findings, Blackpool is great value in every respect.
“In my mind it is absolutely the best value destination in the UK.
“The Resort Pass has been one of the best ideas ever and we have so many free events and attractions such as the air show and the Illuminations. We are having a far better year this year .
“Blackpool provides accommodation at every level whatever your pocket or requirement.”
Paul Foster, FSB development manager for Lancashire and Cumbria, said: “Accommodation providers in Blackpool are great value for money, which helps to convince visitors to stay longer, enjoy the multiple attractions across the Fylde coast and spend money with local businesses. All of which is good news for our local economy.”