Firstly, keep an eye on your competition. 87% of hotels are open in the UK, and 92% are open in Ireland. Recent booking trends have shown mid-upper hotels to perform slightly better than other hotel types. However, looking at Christmas, luxury hotels are slightly ahead, indicating that price may not be a key driver, but rather the opportunity to treat ourselves or our loved ones. For Ireland, Average Daily Rates are also on the up for December and January, even compared with 2019. This means that despite lower occupancy, hotels may see some positive impact on revenues.
When thinking about promotions for the rest of 2020 and early 2021, keep traveller motivations top of mind. In the latest Visit Britain Consumer Sentiment survey, 62% cite Government restrictions as reasons for not travelling. But for those who will, hotels/motels/inns are their preferred choice of accommodation. This indicates that a focus on flexibility may spur greater demand than competing on price alone.
Our data shows that for Christmas and beyond, the areas expected to have the highest occupancy are Manaton, with upwards of 30% for Christmas and above 70% in January, Galway with around 35% in December and January, followed by Carlisle and Dublin with around 20% and 15% respectively.
With the reduction in quarantine times across the UK & Ireland, this might bring in potential demand from neighbouring countries, as many return home for the holidays. For the UK, domestic travel still tops the list, with almost 30% of flights coming from within. Ireland too expects half of their flights to come from the UK. Otherwise, when thinking about attracting available demand, target promotions across Europe, with almost all remaining flights coming from this area.