Hotels - UK - November 2016
“The growing likelihood of rising inflation in the coming months could impact on how much UK consumers are willing to spend on their short break habit. There may well be an accelerated ‘flight to value’ which is likely to increase still further growing the market share of the rapidly expanding budget hotel sector (including so-called super-budget offerings) as well as increasing the attractiveness of cheaper alternatives such as Airbnb.”
– John Worthington, Senior Analyst
This report will cover the following areas:
- How hotels can respond to competition from Airbnb
- Older guests are under-represented in luxury segment
- Hotels can be either a laboratory for new technology or an oasis of human contact in a world of automation
- Well-being and the Hygge Hotel
- Offering incentives for direct booking
For many consumers, staying in a hotel is no longer a once in a blue moon, special occasion indulgence, but – like eating out – has now become a far more affordable, regular and casual experience. The hotel market is benefiting, in particular, from the regular short break habit adopted by UK consumers as a way of life. While the budget chain sector is increasingly dominant that also creates opportunities for other tiers and branded concepts as well as unique, independent establishments. The threat from ‘industry disruptors’ like Airbnb is growing but this should be welcomed by hoteliers as an incentive to raise their game, competing not only on price but on the services and experiences that make a hotel stay different. The economic uncertainty of Brexit and threat of terrorism are problems ahead, and the outlook for business travel is particularly challenging, but the Pound’s weakness is a key plus-factor for UK domestic and inbound travel and should benefit hotels.
The market section of this Report examines hotels, motels and guesthouses in the UK used by both domestic and foreign tourists for any leisure, business and visiting friends and relatives (VFR) purposes. The consumer section examines a range of issues related to the UK consumer when staying in commercial accommodation including:
- Accommodation types stayed in over the last year
- Types of hotel stayed in, purpose and frequency of stay
- The hotel booking process
- Usage of and attitudes towards online customer reviews
- Attitudes towards technology in hotels
- Preferences for types and styles of hotel
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