There is always a lot of interest and debate in how hotels
react to massive global events such as the Rugby World Cup,
Olympics, and of course Euro 2012 currently ongoing in Poland and
Data compiled by STR Global, shows that
looking back over the last two weeks from hotels across six cities, whilst benefiting
from the influx of visitors on the night of a game, still had
rooms available throughout the championship period.
"With just days
before the final, the hotels can already look back at an overall successful
championship," said Elizabeth Randall, managing director at STR
Global. "The tournament has been followed by more than four
million supporters in the fan-zones, stadiums and even more fans
watching on TV. And with most fans commenting on the friendly
welcome they received, the promotion of the destinations will be
invaluable to the markets. One negative aspect for hoteliers might
be the amount of unsold rooms as football fans picked up fewer
rooms than expected and as existing business was displaced."
During the first match in Warsaw on 8 June when Poland played
Greece, hotel RevPAR increased by 325.9% to 198.79 compared to
the previous year. The RevPAR growth was mainly the result of ADR growth,
occupancy reached 86.0%.
During the next two games, RevPAR
increased by 143.9% and 425.1%, respectively, when
occupancy peaked at 96.9% Tuesday, 12 June and 90.2%
Saturday, 16 June.
On the night before the quarterfinal between
the Czech Republic and Portugal, occupancy on Thursday, 14 June
In Wroclaw, occupancy was higher than
92% during the three matches, and hoteliers benefited from
the strong RevPAR growth on both 8 June and 16 June.
Interestingly, during the mid-week game between the Czech Republic
and Greece on 12 June, ADR growth only increased by 146.2%.
This is the lowest ADR growth across all the Polish cities surveyed on a game night. This low growth can be explained by the
proximity of Wroclaw from the Czech border-a little more than an
hour away-which saw many fans coming on a day trip from the neighbouring country.
RevPAR growth started on a high note
during the kick-off match in Poznan, with RevPAR increasing to
178.70 (+871.8%). RevPAR growth was led by ADR growth
(+222.7%) and occupancy (+201.1%). However, during
the subsequent tournament nights, RevPAR growth remained lower as
occupancy reached 91.6% (+14.3%) on 14 June when
Italy faced Croatia, and during the last match played in Poznan on
18 June-Italy versus Ireland-occupancy reached 97.4% (+57.7%) and ADR increased by 186.5% to 210.17.
The three cities in Poland, Gdansk, Gdynia and Sopot,
achieved the highest ADR across all the Polish cities during the
tournament, with ADR reaching 225.61 (+199.3%). The city
also managed to keep ADR level close to 220 during the games
played there: ADR reached 219.94 (+169.9%) on 14 June,
222.46 (+176.5%) on 18 June and 240.43 (+219.9%)
on 22 June.
Although Krakow didn't host any matches, the
city has been able to benefit from the tournament. Hotel ADR
increased by more than 55% since the start of the EURO
2012. Krakow has been hosting national teams and their delegations
that chose the city as their base camps. Further, its close
proximity to Wroclaw and Warsaw makes Krakow an easy overnight destination for fans on their way to Lviv, Ukraine.
Kiev, where STR Global currently tracks six Luxury and Upper
Upscale hotels, hoteliers faced more challenges during the
Euro 2012, experiencing a decline in occupancy throughout the
tournament, except the night prior to a game.
publicity surrounding the political situation and largely
unfounded travel concerns
seems to have contributed to a large number of unsold rooms.
hoteliers, however, the increase in ADR during the championship
has helped support month-to-date RevPAR growth, increasing by 29.8% Sunday, 24 June. This was followed by strong occupancy
during Saturday, 23 June and Sunday night on 24 June, when Italy
beat England in the Quarter Finals.
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