By: Jerome Wise, VP, UK & Ireland and Enterprise Clients, Hospitality, Amadeus
What can a hotelier in Hong Kong tell an agent in Aberystwyth about how best to recover and rebuild? Rebuilding Hospitality, a new global report from Amadeus includes some specific talking points for hoteliers which resonate across the UK trade. First off, the data confirms that, globally, demand is back (albeit with some regional variations).
In April, business intelligence data from Amadeus showed hotels at 46% occupancy, not great by pre-Covid standards but a massive hike from April 2020 when occupancy was a measly 13%. The majority of hoteliers (63%) polled by Amadeus for the report felt leisure will be the travel segment to contribute most to their recovery.
Already many have pivoted sales and marketing strategies and budgets to target domestic leisure guests, a seismic shift in thinking for many properties which have depended on international business travel. Marriott, for example, has got serious about the long-stay leisure market. The hotel chain partnered with UK-based Hostmaker to offer alternative accommodation – villas, homes, even castles – available for long-stays. This started as a business travel play, but as Marriott reports, it soon found three in four guests were there for leisure. Longer stays beyond traditional properties is one example of how businesses can adapt their offer in response to what is happening in the market. The key will be watching and adjusting strategies as new segments start to travel again.