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Hospitality Net
03-07-2025
- Business
- Hospitality Net
April 2025: Easter vacations support European hospitality activity by MKG Consulting
While Easter weekend fell at the end of March in 2024, this year it fell in April. The spring vacations fell in the same timeframe, which helped to keep leisure destinations busy. Stabilization of occupancy and average daily rate trends in low-cost and budget segments. Overall, European hoteliers saw their RevPAR increase by 2.5% to close in on €90 (€89.3). In terms of occupancy rate, the budget segment showed the strongest growth compared to April 2024 (+2 points). The economy segment remained virtually stable, with +0.3 points. With average daily rates up 1% across all segments, hoteliers are fine-tuning their sales prices to adapt to the ever-increasing sensitivity of both corporate and leisure customers. A trend that could even be described as negative in some markets, given that inflation in April 2025 is 2.4% according to Eurostat. European hotel trends: April 2025 - RevPAR par Hospitality ON— Source: HSMAI Europe A podium that reflects market dynamics that remain out of the ordinary The top three RevPAR performers are destinations that are less talked-about in Europe: +18.1% RevPAR in Austria, with the second highest occupancy rate (+4 points) and the highest average daily rate (+11.9%). During this month of school vacations, the destination attracted a large number of visitors, capitalizing on its winter sports offering and the attractiveness of centers like Vienna, which attracted German customers in particular. Silver medal for Hungary, whose performance has been noteworthy since the beginning of the year. The destination continues to attract customers who can no longer afford to access markets with average daily rate above €100. An increase in occupancy of 2.9 points, combined with a 7.9% rise in average daily rates, enabled Hungarian hoteliers to post a 12.3% increase in RevPAR. Last place on the podium went to the Czech Republic, which hosted the Ice Hockey World Championships between April 9 and 20. The 10 teams and their fans fueled occupancy, enabling occupancy rate to rise by 4.3 points (best increase of the panel) and pushing prices up by a modest 3.1% for a RevPAR up 9.2%. How did the major markets perform? Between Germany, Spain, France and the UK, France performed best. Just behind Portugal, it posted a 6.5% increase in RevPAR to €78.8. + This represents a 3-point increase in occupancy rate and stable or even slightly higher average daily rates, compared with the 0.9% inflation rate declared by Eurostat in April 2025 (+1.9%). In Spain, occupancy rate is stable (0.2 points) but prices are still rising (+4.6%), pushing RevPAR to €114.1 (+4.8%). The sol y playa formula, combined with city-breaks that remain attractive, is proving popular. In the United Kingdom, visitor numbers remained stable (-0.4 points), while prices were stable (0.2%), not keeping pace with the acceleration in inflation reported by the Office for National Statistics (3.5%). As a result, RevPAR was stable at -0.3%. No major events of note to support business, with the exception of the London Marathon held on April 27, which attracted some 57,000 runners. But there was no noticeable drop in sight either, as the country introduced its famous ETA this month. Occupancy rate down 2.2 points and ADR stagnating at 1.8% for Germany, with RevPAR down 1.5% and approaching the €70 mark in sales per room sold. Despite Milan Design Week and the events surrounding the death of the Pope at the end of the month, Italy saw stable visitor numbers (0.7 points) in April, with average daily rates down slightly (-0.9%) for a RevPAR slightly up by 1.8%. 5 countries in the RevPAR club at half-mast The UK and Germany are the least affected. In Greece, despite a drop in occupancy (-7.6 points), hoteliers continue to push up average daily rates by 8.1%, maintaining the 3rd highest RevPAR of the panel behind the Netherlands and Italy. In Switzerland and Belgium, the strategy is different, with ADR declines of -1.8% and -5.1% respectively. In April, Swiss hoteliers saw their occupancy stabilize at -0.7 points, while it rose very slightly in Belgium (+1 point). Europe remains a heterogeneous market, with a €103.1 delta between the highest RevPAR in the Netherlands (€147.6) and the lowest in Latvia (€44.5). This gap reflects the diversity of the offer, with parks of varying levels of quality. There are still destinations where the budget offer predominates. In terms of visitor numbers, results on the Old Continent were more uniform, reflecting the attractiveness of this territory, ranging from 67.9% in Germany to 83.8% in the Netherlands. However, these figures need to be qualified in view of the size of these two markets, the German market being more substantial. Article by MKG About HSMAI Europe HSMAI – Hospitality Sales and Marketing Association International – is a global organisation founded in the US in 1927. HSMAI Region Europe is the European arm of the organisation. HSMAI Europe aims to be a key influencer, pioneer and the go-to industry resource for professional development, commercial strategies and sustainability in the hospitality, travel and tourism industry. With a strong focus on education, HSMAI has become the industry champion in identifying and communicating trends in the hospitality industry while operating as a leading voice for both hospitality and sales, marketing, and revenue management disciplines. Read More HSMAI Europe HSMAI Europe View source
Hospitality Net
08-05-2025
- Business
- Hospitality Net
Trends in Europe March 2025: a two-speed hospitality business by MKG Consulting
March 2025 revealed a mixed picture for the European hotel industry. Several segments saw their performances fluctuate, in particular the budget and economy segments, with domestic customers less able to multiply their stays due to the economic context. While Eastern Europe is once again doing well, with strong growth, other regions, such as North-Western Europe, are struggling to return to a positive trajectory. European hotel performances are very uneven from one range to another. After returning to a degree of stability last month, the budget and economy segments plunged back into the red, with RevPAR declines of -10.2% and -2.4% respectively. The midscale segment is also experiencing a slight decline in performance (-0.5%), with the upscale segment being the only one not to be caught up in this downward trend (+0.9%) thanks to the international clientele. European hotel trends: March 2025 - RevPAR par Hospitality ON — Photo by HSMAI Europe Eastern Europe vs Southern Europe: the battle goes on Two of the strongest RevPAR increases were in Eastern Europe, confirming the dynamism of this region. As in February, Latvia and Hungary are in the top three, but this time alongside Greece, which has radically reversed the previous month's trend. North-West Europe still lagging behind With the exception of the Czech Republic, whose RevPAR fell by -13.4%, the worst performers are all to be found in the West. Unsurprisingly, the Czech Republic tops the podium, followed by France (-4.3%) and the Netherlands (-3.7%). In March 2025, European hotel performance showed notable disparities, with solid results in regions such as Eastern Europe and the Mediterranean, where destinations such as Latvia, Hungary and Greece posted strong RevPAR growth. Conversely, some destinations in Western Europe, notably France and the Netherlands, saw their performance held back by a variety of external factors. Article by MKG About HSMAI Europe HSMAI – Hospitality Sales and Marketing Association International – is a global organisation founded in the US in 1927. HSMAI Region Europe is the European arm of the organisation. HSMAI Europe aims to be a key influencer, pioneer and the go-to industry resource for professional development, commercial strategies and sustainability in the hospitality, travel and tourism industry. With a strong focus on education, HSMAI has become the industry champion in identifying and communicating trends in the hospitality industry while operating as a leading voice for both hospitality and sales, marketing, and revenue management disciplines. Read More HSMAI Europe HSMAI Europe View source
Hospitality Net
08-05-2025
- Business
- Hospitality Net
American Express Reveals the Top Trends Shaping Luxury Travel
From experiential journeys and 'bleisure' travel to technology-driven bookings, led by Millennials and Gen Z, Veronique Raynaud, Vice President and General Manager, Global Client Group International Merchant Services, at Amex – an HSMAI Europe organisational member – highlights trends the hotel industry can leverage to boost customer acquisition, engagement, and loyalty. American Express, a member of HSMAI Europe, has unveiled the top trends driving luxury travel, providing the hotel industry with essential insights to adapt to shifting guest expectations. With its deep understanding of how Card Members travel, based on research and insights, Amex has emphasised the growing trends around experiential travel, personalisation, 'bleisure' (business and leisure) travel, multi-generational trips, and the use of AI to plan and book, among others. Travellers are also becoming savvier by 'stacking loyalty reward points and using benefits across credit cards and travel programmes to maximise their trips', said Veronique Raynaud, Vice President and General Manager, Global Client Group International at American Express, speaking to HSMAI Europe. Citing the American Express Travel 2025 Global Travel Trends report, Raynaud said travel had shifted to experiences with purpose. Nearly two-thirds of global respondents plan to book a trip around entertainment events or plan on taking at least one trip for a sporting event in 2025, reinforcing that traveling for experiences continues to be a driving force, she explained. Younger generations are leading the charge for meaningful, experience-driven travel, the research found; in particular, 70% of Millennials and Gen Z prefer to plan trips that focus on enjoying the journey as much as the destination, opting for luxury rail, cruises, and unique cultural immersions. They are the biggest adopters of travel-friendly technology too, with Amex's report revealing 83% of Millennials and Gen Z find at least one aspect of Gen AI technology useful for booking travel, highlighting the importance of seamless digital integration. Family adventures are also increasingly popular – from Millennial and Gen Z parents who let their kids take the lead on planning to bringing extended family along, said Reynaud. To attract these travellers, hospitality brands should think about their overall offer ensuring that their service offering resonates across generations. Additionally, loyalty programmes and strategic partnerships with travel brands can significantly improve guest engagement and retention. For Amex, partnerships enhance our Card Members' journeys, providing value and convenience , Reynaud explained. Highlighting the importance of Amex's insights, HSMAI Europe President & CEO Ingunn Hofseth said: American Express, a valued organisational member of HSMAI Europe, provides exceptional expertise in understanding consumer behaviour, particularly as younger generations become key players in the luxury travel space. We can also learn from how Amex has pivoted to meet evolving expectations, from loyalty and payments to experiences and technology, forging deeper connections with high-value travellers. She added: This synergy between American Express and the hospitality industry presents significant opportunities for hoteliers to align their services with the latest trends, embrace new technologies, and leverage loyalty programmes to build long-term, personalised relationships with their guests. Read the full interview About HSMAI Europe HSMAI – Hospitality Sales and Marketing Association International – is a global organisation founded in the US in 1927. HSMAI Region Europe is the European arm of the organisation. HSMAI Europe aims to be a key influencer, pioneer and the go-to industry resource for professional development, commercial strategies and sustainability in the hospitality, travel and tourism industry. With a strong focus on education, HSMAI has become the industry champion in identifying and communicating trends in the hospitality industry while operating as a leading voice for both hospitality and sales, marketing, and revenue management disciplines. Read More View source
