new landscape in the global hotel industry in 2017, highlights the report of the Independent Lodging Market of Phocuswright and h2c.
In accordance with the “reading” of David Chestler, director of the department of Sales and Development of SiteMinder, a sponsor of the report, some changes of the main are the following:-Development of the domestic market
The U.S. market will grow 6 times faster growth than the european, with an annual cumulative growth rate of 6.8% versus 1.1% in Europe.
We observed recovery of the bid, with a limited and selected services to prevail.
The larger units or a full-service will grow more slowly and more strategically, as well as the required investments are cautious in the construction of large luxury and conference facilities versus units part-time service.-Chains vs. independent hotels
The european chains will grow 3 times faster than independent hotels during the years 2013-2017.The share of independent hotels in the total market will fall from 58% in 2013 to 56% in 2017.
The image ratio of independent/chain at this time remains stable at 28 to 72, proving that the brand and the large hotel groups can have better performance through negotiation of distribution agreements and the reduction of the cost for managers and their investors.
So, and the banks, considering the most viable businesses, offer them more benefits.While the independent hotelier has at his disposal more tools than ever before, today they earn the brand. It is recalled that the merger of Marriott and Starwood.-Overall development of online reservation | In Europe, 39% of bookings will be online by 2017, 5% more compared with current levels.
In the U.S., the rate is 44%, increased by 2%.The use of mobile devices is gradually acquiring the lion’s share in every sphere of business, and the hotel industry is no exception. According to statistics, only 8% of reservations are currently using mobile, but by 2018 this percentage will be 35%, which means that the site is friendly in the navigation of such devices will be essential for hotels that want to increase their turnover.
The range of options and the tendency of consumers to save money on the cost of a holiday, means that hotels have to find the most effective mix of direct and indirect channels in order to meet the expectations of the travelling public.
Data from the predictions of the POT for 2020, indicate that international tourist arrivals will reach 1.6 billion, which means that it will harden the competition.-Market share of the OTAS (online travel agencies) | The TABS will have the largest share in the market of the USA until 2017 (52%).So, as many enterprises are targeted to international visitors, will increasingly rely on intermediaries such as local authorities, and partners in the interior will be looking for synergies.
The report also highlights some trends that will prevail in the countries of Europe in support of the broader industry trends. Perhaps the most important is the difference in the future use of TABS. Germany:-4% in the use of TABS+3% on direct online κÏατήσειςΓαλλία:-2% to OTA+2% on direct online bookings whole of Europe:-2% to OTA+3% for direct online bookings
However, in the Uk. Kingdom shows a 4% increase in bookings through OTAS and a 3% reduction in direct reservations. The ratio for Spain and the USA are relatively static.
Looking towards 2017: What changes are coming in the hotel industry
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