The survey showed European hoteliers in general to be much more confident entering 2015 than in the previous three years. Over half (55 per cent) believed that the hotel sector would see a sustained upturn in 2015, compared to only 28 per cent who believed that in 2012.
The hoteliers also showed confidence in room rate performance, with 68 per cent of those surveyed stating that rates should perform ‘well’ in 2015.
In another positive reflection of the economic climate, 79 per cent of European hoteliers were planning some sort of refurbishment to their hotels in the coming year, as well as upping sales and marketing activities.
The hoteliers were also asked to predict the main industry trend in 2015. The majority (63 per cent) of them expected further increase in hotel rooms being booked via mobile devices, while 20 per cent predicted further growth in the franchising model to be the main trend.
The survey also found a number of trends among the hoteliers. It showed 39 per cent of UK hoteliers receive between three and five travel reviews each week from people who have never stayed at their hotel. This was true for only three per cent of German hoteliers.
It also showed that 39 per cent of hoteliers have given a guest CPR, 20 per cent have helped a wedding run by taking a high profile role in the service ( for example, giving the bride away), and 10 per cent have provided guests with hairdressing services or have done a guest’s make-up.
October hotel growth
More positive news for UK hotels was released this month with the latest HotStats data for October. The results showed positive growth for all regions except London, which registered a decline.
The UK provinces saw positive year-on-year movement in GOPPAR, with Yorkshire and Humberside hoteliers leading the way with a 10 per cent increase. Birmingham and Kent were also two UK cities where hotels did particularly well in October.
Hoteliers across the country also managed to reduce payroll to 29.6 per cent from 31 per cent, while operating expenses stayed flat.
STR Global also recorded a positive October for UK hotels, placing Manchester and Edinburgh hotels among the best performing in Europe.