Results from the latest edition of the Horwath
HTL Global Hotel Market Sentiment Survey, show that hotel operators
in all regions of the world continue to believe that the recovery
in operating performance is on track, although without any strong
conviction that the worst is over.
The survey, carried out every six months by
Horwath HTL, one of the world’s foremost firms of hospitality consultants,
concentrates on four key questions to gauge the level of industry
feeling in the short term, and the key indicators driving the
Asia Pacific, the region that has been the least
affected by the Global Recession, remains the most optimistic with
a survey score of 52.
America, where the fears of a double dip
recession remain strong, has a score of 8 meaning that operators
expect the poor conditions to remain the same.
Ewout Hoogendoorn, Managing Director of Horwath
HTL in the Netherlands said, “In Europe, many markets have been
enjoying high occupancy levels without a lift in rate, a clear
indication that there is some way to go before a corporate led
upturn. However, the fact that the hotels are filling with leisure
business will give operators hope of at least stabilising revenue
in the short term.”
This is perhaps best illustrated by the
disappointment in the sluggish return of average room rate.
both the European and American region, hoteliers were overall
slightly disappointed with average rate growth compared to what
they were expecting, minus 2 and 7 respectively, whereas occupancy
levels performed to expectations.
It is no surprise then, that many
hoteliers now expect more of the same for room rate performance in
the last half of the year, with American operators expecting
exactly the same (0) and Europeans scoring only slightly more
Asia Pacific, Africa and the Middle
East are more optimistic, with slight improvements in both room
rate and occupancy forecast.
The last question of the survey looked at how the operators
felt their hotel would do for the last six months of the year,
compared to the first. In the last survey in January, all of the
regions felt that their hotel would outperform the market. In this
survey, operators almost universally felt that the market would
perform the same or slightly better than their property.
Damien Little a Director of Horwath HTL in
China, and the founder of the survey said, “The way the regional
results in the survey mirror the wider economic picture is
extremely interesting and shows how interlinked the industry is to
wider economic industry trends. We see an acceptance in the
results that there are no quick fixes and that the upturn will be
a long hard road.”
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