Statista Barometer for Booking[.]com – European hoteliers assess the current market environment and future opportunities: moderate optimism – TendanceHotellerie

Statista, in partnership with Booking.com, presents the European Accommodation Barometer 2022.

French hoteliers, less enthusiastic than the European average

Hotel chains are better prepared for the future than individual companies

After the peak of the COVID-19 pandemic in 2020 and 2021, the tourist accommodation industry is finally showing signs of recovery. Despite ongoing challenges, such as rising energy prices, macroeconomic uncertainty, access to capital and continued pressure to go digital, European hoteliers are showing cautious optimism.

These and other findings are based on a representative survey by Statista – in partnership with Booking.com – which was conducted this fall and covered 23 European countries. The European Accommodation Barometer 2022 revealed several disparities between countries and types of accommodation.

French hoteliers, less enthusiastic than the European average

Compared to the European average, the overall financial situation of hosting companies in France over the last 6 months is less positive – only 51% of French respondents rate the evolution of this situation as good or very good, while the European average is much higher (70%). With regard to the evolution of the economic situation of their company over the next 6 months, expectations are also lower than the European average – 23% in France expect a positive or very positive evolution, against 38% in Europe. That being said, investment plans remain strong, with 31% of French accommodation managers planning to invest more than in the past 6 months. says Ben Schroeter, Director of Strategic Engagement at Booking.com. European hoteliers currently see the energy crisis as the biggest challenge. An overwhelming majority (80 %) cited energy costs as one of the biggest challenges they faced. 48% of hoteliers are also concerned about the general economic situation, 42% about staff costs and 43% about recruitment. In France, energy costs are rated at 61%, economic conditions are seen as an obstacle by 40% and 39% of respondents in France see the lack of staff as another challenge.

Hotel chains are positive

Chains consistently fare better than independent hotels and have a better financial outlook across a wide range of metrics, from room occupancy to access to capital to investment plans. investment. Chains and independent hotels have both performed reasonably well in terms of overall business development over the past six months, although a larger share of chains (77 %) reported more satisfactory commercial results than independent hotels (68 %). For European accommodations: bigger is better.

Size is another distinguishing factor that is closely related to the comparative stability of hotel chains and correlates with the success and stability of lodging businesses. Very large companies with more than 250 beds were consistently more likely than small facilities to rate their overall development as positive or very positive (78%), room rate (60%) and occupancy rate (64%) .

Capital investment is coming back, but not so fast

The collapse of the travel market in 2020 likely influenced mixed responses regarding investments in the near future. The economic outlook for the future was equally cautious, with a modest 38% of respondents indicating that they expected a positive development of activity in the next 6 months. In France, 23% (Austria: 38%, Switzerland 50%) of the companies surveyed rated the economic development of their company over the next 6 months as (very) positive.

Digitization is not a major obstacle

As European hoteliers strive to digitize their businesses, social media marketing has emerged as the biggest challenge in the digital transformation process. The creation and maintenance of hosting websites are also considered important issues by 27 % of survey respondents. The majority (59 %) of all survey respondents perceived their readiness for digital transformation to be good or very good, while only 12 % were dissatisfied with their digitization effort. Once again, chains and large hotels are better prepared for digital transformation than independent hotels and small hotels. 67 % of channels surveyed said they were well or very well prepared for the digital transformation of their business, compared to 57 % of independent hotels.

Sustainability: much remains to be done

When it comes to addressing sustainability challenges, European hoteliers are a bit more circumspect. Only two out of five respondents consider themselves well prepared for the challenges of sustainability and decarbonisation. 45 % of hotels with 250 or more employees are ready or very ready to meet sustainability challenges, while only 35 % of hotels with less than 9 employees agree. In terms of location, hotels located in cities are more prepared for the green transformation than hotels located in the countryside.

About the European Accommodation Barometer 2022
Booking.com commissioned Statista to carry out a study on European travel accommodation in 2022, covering key topics such as the economic situation, operational frameworks, business development, investments and financing, digitization and sustainability. The study was conducted between August 15 and October 21 via quantitative telephone interviews. 1000 managers and executives of the European tourist accommodation sector took part in the survey. 80 people were interviewed in each country and region, namely Austria, France, Germany, Greece, Italy, the Netherlands, the Nordic countries (Sweden, Denmark, Norway and Finland), the Portugal, Spain and Switzerland, as well as a sample of 200 people in the rest of Europe (Poland, Romania, Belgium, Czech Republic, Hungary, Bulgaria, Slovenia, Slovakia, Ireland and Croatia).

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Statista Barometer for Booking[.]com – European hoteliers assess the current market environment and future opportunities: moderate optimism – TendanceHotellerie