International hotel industry shows signs of recovery: HRG survey
Tuesday 10, August 2010
The international hotel industry has shown signs of recovery in the first half of 2010, according to the bi-annual hotel survey conducted by Hogg Robinson Group (HRG).
Although the survey reveals a fragmented global picture, the hotel market in Europe and the US appears to be stabilising, as rates are either flat or only marginally down. In addition 12 of the 50 cities surveyed achieved a year on year rate increase when measured in pound sterling.
In contrast though, the Middle East region recorded the highest rate decrease, with double digit falls in the UAE, Bahrain, Qatar and Oman.
The latest HRG Hotel Survey illustrates the effects of a multi-speed economic recovery in the hotel market. Many western economies are coming to terms with the budget cuts necessary to reduce sovereign debt levels which will inevitably soften room rate growth.
Key trends noted by HRG include:
Margaret Bowler, director of global hotel relations at HRG, says: “Globally, the hotel industry has shown signs of recovery in the first half of 2010 when compared to the same period in 2009. A majority of the cities surveyed, although not yet in positive growth, certainly recorded an improvement in performance.”
Bowler added, “It is good to see the positive effect of certain sectors travelling more regularly, however it is clear that the rate of recovery is mixed and varies according to region, country and specific markets. The challenge now facing hoteliers is to increase rates in line with demand to pre-recession levels, something which many forecasters believe will not happen until 2012 at the earliest.”
“Expectation is high for further recovery in rates and the big hotel groups are understandably working to return their rates to pre-recession levels. HRG has witnessed companies reviewing and consolidating their travel programmes to secure lower hotel rates through increasing their market share with a preferred hotel supplier. We continue to help corporates navigate a complicated market and ensure business travellers have the best hotel deal.”
Douglas McWilliams, chief executive of cebr (Centre for Economics and Business Research Ltd.), which analysed the HRG survey, said, “Dynamic emerging economies have less need to take fiscal austerity measures in the current climate and we expect growth to be higher as a result. However, the survey shows that emerging economies have not, as of yet, fully recovered from the effects of the global economic downturn. In the UK, growth prospects are buoyed by a weak sterling which continues to support tourism and leisure travel. In addition, the ongoing recovery of the banking and finance sector will contribute to corporate demand for rooms. There are, however, significant downside risks to growth in the market emerging from future cuts in public spending.”
Average length of stay
Bowler said 2010 has so far proved an encouraging year for the global hotel industry.
“The average length of stay has increased by 9% suggesting that corporates have begun to relax their travel policies in light of the perceived improvement in the current economic climate. However, our data shows that it is not consistent around the world and it is still too early to predict how the rest of 2010 will pan out.”
“In addition to lower pricing and in many cases last room availability* (LRA), corporates have been able to negotiate added value items – or unbundled items as the airline industry puts it – within their rates such as food and beverage discounts, free wi-fi access and reduced parking charges. However, it is inevitable as the industry recovers that yield management will come back into play and suppliers will seek to unbundle further their pricing to gain maximum revenues. Even in the current market, certain cities are achieving high occupancy levels on peak nights and HRG continues to advise clients to secure sufficient allocation in high volume locations.”
“Refeflecting the need for cost reduction, clients are downgrading between the star ratings as well as continually reviewing their programmes and renegotiating rates where possible. In the 3 and 4 star markets average rates have decreased as suppliers strive to maintain their share of the corporate market. We continue to believe that budget options are not always the cheapest option when the add-on costs are taken into account.”
“With the uncertainty in the market in 2009 the Request for Proposal (RFP) season was extended with many corporates delaying issuing their annual RFP in the hope that the market would continue to fall and more favourable rates become available. With the recovery underway it is likely clients will revert to the traditional RFP season. It will be interesting to see how rate negotiations progress over the rest of 2010 ahead of any further growth in the industry.”
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