英國住宿氣壓計行業(yè)市場前景及投資研究報告-培訓課件外文版2024.5

UK

AccommodationBarometerAutumn2023Table

ofContents01ExecutiveSummaryPg30203EconomicSituation

ChallengesandandInvestmentsOpportunitiesPg5Pg90405AppendixMethodologyPg23DigitalizationandSustainabilityPg14GovernmentPoliciesandSupportPg19Table

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Contents2UK

AccommodationBarometerAutumn2023ExecutiveSummary01

ExecutiveSummaryA

sunnieroutlook!dWiththeimpactsof

theglobalpandemicfading,

Britishhoteliers?ndtheirbusinessclimatefullof

promiseagain,

asasuccessfulsummerkeptspiritshigh.

Eveninchoppyeconomicwaters,

businesshasbouncedback,

withthefutureshiningbrightlyfortheUK’stravelaccommodationindustry.From

busttoboom.

UK

hoteliershavereasonstobeoptimistic:allbusinessmetricsstayedpositiveinthe

AutumnBarometer,

withtheoveralleconomicsituationforbusinessesseenasbetternowthanduringtheSummerBarometer.

Two-thirdsof

UK

hoteliersconsideredthedevelopmentof

theirbusinessinthelast6monthstobegoodorverygood,

comparedtoamere4%whofeltitwaspoor.Gapbetweenchainsandindependentproperties.SimilartothedynamicsweobservedintheEU,thereisagapbetweenchainbusinessesandindependentpropertiesintheUK,

althoughthepictureisslightlymoremixed.

Chainsoutperformedindependentbusinessesinmostmetrics,

withtheirleadsrangingmostlybetween6and10percentagepoints.

Accessto?nancingandcapitaliswhereindependenthotelslagthemost.Justoverathirdof

themreportednodif?culty,

whereasalmosttwo-thirdsof

chainsenjoyedrelativelyeasyaccesstofunds.

Thedevelopmentofaveragedailyrates(ADR)istheonlymetricwhereindependentpropertiesheldalead,

as47%of

themreported(strongly)increased

ADRcomparedto40%of

chainrespondents.Inthe61%samevein,82%of

UK

hoteliersplannedtomaintainasteadypaceof

investmentsintodigitaltransformation,

asopposedtoaroundhalf

of

respondentsduringthesummerwave.

One-thirdof

hoteliersinthesummerwavehadplannedtoinvestmoreindigitaltransformation.This?gurewentdowntooneoftenintheautumnwave.

Investmentindevelopingsustainabilityanddecarbonisationalsostabilised,

with81%planningtoinvestthesameandonly11%planningtoinvestmore.of

UK

hoteliersreported(very)goodcurrenteconomicsituationfortheirbusiness,

comparedto46%thissummerThereturntotravelthissummerkeptbusinessesperformingstronglyintotheautumn:61%of

UK

hoteliersreportedanincreaseinoccupancyratescomparedto54%inthelastwave.

Animprovementintheeconomicsituationalsoboostedcon?dence,

with61%of

UK

hoteliersreportingthesituationasgoodorverygoodfortheirbusiness,

upfromjust46%whosaidthesameafewmonthsago.

Thisoptimismalsore?ectedthemoodforthefuture,asoverhalf

of

hoteliersfeltpositiveabouttheirbusinesses’developmentinthenext6months.Investmentstabilises.

Asbusinesscon?dencerose,

UK

hoteliersalsoappearedtostabilisetheirlevelofinvestment.

Incontrasttothesummerwave,

when1in4hoteliersplannedtoinvestmoreoverthefollowing6months,

themajorityof

hoteliersarenowplanningtokeepinvestmentsteady:79%of

UK

respondentssaidtheywouldinvestaboutthesameinthenext6monthsastheydidinthelast6months.

Similarly,

only15%saidtheywouldinvestlesscomparedtoalmostaquarterof

accommodationsinthesummerwave.

Inotherwords,thevolatilityhassubsided.Lessapprehensiontowardsgovernmentpolicies.For

everythreehotelierswhobelievegovernmentpoliciestobeimportantfortheirbusiness,

thereisonlyonewhothinkstheopposite(56%and18%respectively).

Although1in4UKhoteliersexpectedtheimpactofgovernmentpoliciestobeharmful,almostathirdexpectedthemtobebene?cial.

ThisstandsincontrastTable

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Contents3UK

AccommodationBarometerAutumn2023ExecutiveSummarytoresultsfromthesummerwave,whereequalsharesof

UK

hoteliersfoundpolicieseitherbene?cialorharmful.

ItechoesthetrendobservedthroughouttheothersurveyedEuropeancountries,

wheregovernmentpoliciesareperceivedinanincreasinglypositivelight,

likelyduetothediminishedpressureof

thepandemic

restrictions.hurdlesforcross-bordertravelmighthavehadanimpactonUK

hoteliers’prioritisation.notusingnorplanningtouse

AIinthecoming6months.

Buttheshareof

UK

hoteliersusing

AIrosefrom7%to10%aftera?fthof

hoteliersinthesummerwavesaidtheywereconsideringtheapplicabilityofAItotheirbusinesses.

Mostrespondents,Whenitcomestopro?tability,offeringfoodanddrinksonthepremisesisthestrategyUK

hoteliersalreadydeploywithcon?dence.

Three

however,

remainuninterested.

Justoutof

everyfourwesurveyedbelievethisenhancestheirpro?tability.

Mostaccommodationsalsoincorporateveganand/orvegetarianchoicesintheirmenus,

andaroundtwo-thirdsof

themrecognizetheimportanceof

plastic-freepackagingandlocallysourcedingredients.15%of

UK

hoteliersviewedtheuseofAIasanopportunity,

downfrom25%inthesummerwave.1/3Theseeminglydecreasedinterestin

AImighthaveitsrootinhoteliers’shiftingprioritiesvis-a-visthepreviousthreeyearswhengoingdigitalwasanecessity.

Beinginstinctivelywaryofplacingabotbetweenthemselvesandtheirguests,

accommodationsseemtoratherallocatetheirlimitedresourcesandmanagementattentiontootherleversthatcanhelpgrowtheirbusinessandassurelong-termsuccess.of

UK

hoteliersconsidertheimpactof

governmentpoliciesbene?cialtotheirbusiness,

comparedto1/4whoconsiderthemharmful.59%Governmentinvestmentsindestinationmarketingandof

UK

hoteliersconsideredofferinglocalexperienceasoneof

thebiggestopportunitiesfortheirbusinessinthecoming6months.infrastructure,

suchaspublictransportationandhigh-speedinternetaccess,

areseenashavingthemostpositiveimpactonaccommodationbusinesses.Conversely,

taxationandgeneraleconomicpoliciesaroundin?ationcontinuetohavethemostnegativeimpactonbusinesses.54%of

UK

hoteliersthoughtthat‘offeringtargeteddiscounts’wasthebestwaytomaximiseoccupancy.Investmentsinaestheticsaswellascomfortof

theaccommodations,

werehighonthelistof

priorities(44%and36%),

andsowas‘listingondigitalplatforms’(42%).

Butpay-per-clickdigitaladvertisingandpromotionontraditionalmediaweren’tviewedasfavourably(14%and10%).

Ultimately,ashoteliersridethetravelrecoveryConsideringthechallengesfacedbythehospitalitysector,

cost-relatedproblemsarecausingthemostanxiety.

Giventherateof

in?ation,thisisunsurprising.

EnergycostremainsthebiggestissuethroughouttheEuropeantravelindustry.

IntheUK,

80%of

hoteliersfoundthehighenergypricestobeachallenge,

butitNewopportunitiesforlocaltourism.

Theincreaseindomestictravelduetopandemic-relatedrestrictionsshinedanewlightonlocaltourismandcontinuestobeoneof

thegreatestopportunitiesfortheUK

accommodationsector.UK

accommodationprovidersseeofferinglocalexperiencesandattractingmoredomestictravellersastheirbiggestbusinessopportunities–slightlymoresothanattractinginternationaltravellers.

Comparedtothesummerwave,

when72%ofbusinesseshighlightedopportunitiestoattractinternationaltravellers,

only47%expressedthesamesentimentthistime.

Brexitandtheincreasedisstilladropfrom82%intheprevious

wave,

theyhaveaccesstoawidewave.

Thecostof

staff

isthefastest-growingcategory,

risingfrom41%to65%inafewshortmonths.setof

investmentopportunitiesandadiversetoolboxof

technologicalsolutionswhere

AIisjustoneof

manydigitaltoolsavailable.AIisnotasubstitutefortheguestexperience.

While

AI-poweredbusinesstoolssuchascustomerchatbotsanddynamicpricingalgorithmsarealltherage,

scepticismaroundtheiruseinthehotelindustryisevident:3in4UK

hoteliersareAllinall,

theaccommodationsectorseemstohaverecoveredfromthemiseryof

thepandemic,

andtheindustry?ndsitself

backinbusiness.TheEuropean

AccommodationBarometer.

Thesecondeditionof

theUK

AccommodationBarometerisbasedonasurveyof

200executivesandmanagersrepresentingtheUKaccommodationsectors,

anditdrawsonthe?ndingsof

anEU

AccommodationBarometer,

whichincludedanadditional940participants.

ItisjointlyproducedbyBandTable

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Contents4UK

AccommodationBarometerAutumn202302EconomicSituationandInvestmentsInthetwodecadesleadingupto2019,

thetravel&tourismsectorenjoyedagrowthrate

higherthanthatof

therestof

theeconomyand,accordingto

WTTC,

reached9.9%of

thenationalGDP.Expectedly,

thissharedroppedquitedramaticallyduringtheyearsof

travelrestrictionsbutcamebackto9.5%in2022.

Afteraverysuccessfulsummerseason,theexpectationsfor2023are

sky-high.

UK

hotelierscouldrejoiceovermarkedimprovementsinmanykey

performancemetrics,

andthefuturelooksbrightagain.Table

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Contents5UK

AccommodationBarometerAutumn2023EconomicSituationandInvestmentsAccommodations’perceptionof

theireconomicdevelopmentSummer2023Autumn2023Past

developmentCurrentstateFuture

expectations(Very)good72%(Very)good(Very)positive68%59%56%EUaverage81%75%Nordics72%71%75%75%76%75%76%70%66%NetherlandsGermanyAustriaFrance49%32%63%60%71%70%75%75%75%63%63%Italy74%Spain63%58%PortugalGreece66%Themajorityof

UK

hoteliersratedtheirbusinessdevelopmentinthepastsixmonthsas(very)good(66%),whichisonparwiththepositiveattitudes(65%)measuredintheSummerBarometerearlierthisyear,signallingcontinuedrecoveryinthethatforeveryBritishhotelierwhohoteliersfeltconsiderablybetterintheseareas,

withnowthemajorityofthemrevealingpositive(expected)developments,

comparedtolessthanhalf

thatsaidsointhesummerwave.

EventhoughtheUK

resultsdon’tstandoutcomparedtosomeEUcountries,

theydepictaclearupwardtrajectorywhichsignalsabrightfuturefortheindustry.reportedhavingaroughtimeinthelasthalf

year,

thereare16whosaidtheexactopposite.Sentimentsregardingthecurrentandfutureeconomicsituationofaccommodationsector.

Moretellingly,

theaccommodationbusinessareonly4%of

thosesurveyedreported

paintinganevenbrighterpicture:poorbusinessdevelopment,

meaning

comparedtothelastwave,

UKTable

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AccommodationBarometerAutumn2023EconomicSituationandInvestmentsAccommodations’perceptionof

businessdevelopmentinthelast6monthsAutumn2023Summer2023EUaverageautumn2023(Strongly)decreased(Strongly)decreased(Very)dif?cultDevelopmentof

averagedailyrate(Strongly)increased3%46%Developmentof

occupancyrate4%(Strongly)increased61%Accessto?nancingandcapitalNotdif?cult(atall)18%44%Investless(thanlast6months)InvestmentplansInvestmore(thanlast6months)15%6%Intermsof

otherkeyperformancemetrics,

46%of

Britishhotelierssawincreasesintheiraveragedailyrates(ADRs),

onparwiththesummerwaveresult(45%).

However,

farfewerUKrespondents

reported

decreasesin

ADRs(autumn3%,

summer10%),

whichshowsthattherateofsatisfactionwith

ADRdevelopmentisontheupswing.SimilartowhatweobservedintheEU,intheUK

a

gapalsoexistsbetweenindependentbusinessesandchainhotels.

Chainsperformbetterthanindependentproperties

acrossthekeymetrics,

althoughcomparedtotheEU,

thegapissmaller.

Chains’leadisthemostprominentwhenitcomestoaccesstofunds:63%of

UKchainhotelsreportednodif?cultyinthisrespect,

comparedtojust36%of

independentproperties.IndependenthotelsonlyTheassessmentof

theoccupancyratedevelopmentsawa

greaterjumpfrom54%positiveviewinthesummertooutperformedchainswhenit61%

in

the

autumn.

Access

to

?nancing

comestothedevelopmentofandcapitalimproved

too,

asisthecaseintheEU.

Intermsof

investmentplans,

15%of

UK

accommodationproviders

stated

thattheywouldbeinvestinglessinthenear

future,

andonly6%stated

thattheyintendedtoinvestmore.

The

greatmajorityof

UKhoteliersoptedtomaintainthecurrentcourseof

investment,

suggestingabroader

sector-wide

stabilisation.averagedailyrates(ADRs),wheretheyenjoya

leadofsevenpercentagepoints.Table

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Contents7UK

AccommodationBarometerAutumn2023EconomicSituationandInvestmentsIndependentbusinessChainbusinessEUaverage63%73%Generaldevelopmentinthepast6months(Very)good40%

47%Developmentof

averagedailyrate(Strongly)increased59%67%Developmentof

occupancyrate(Strongly)increased59%

65%63%Currenteconomicsituation(Very)good36%Accessto?nancingandcapitalNotdif?cult(atall)78%79%InvestmentplansInvestaboutthesame(asthelast6months)57%

63%Economicsituationinthenext6months(Very)positiveWhenitcomestochangesinGuestbehaviordevelopment.

Consumersare…consumerbehaviours,

theUK

holidayaccommodation

markethasnoticedthatguestsarebookingfurtherinadvance,

with58%of

respondentsstating

thatthiswasthemostsigni?cantdevelopmentinguestbehaviour.

The

nextbiggesttrendswereoptingforcheaper

rooms(47%)andbookingshorterstays(45%).Customersoptingformore

restrictivecancellationpolicies(27%)andavoidingpeak

season(14%)werelesssigni?cantbehavioural

trends.

Theseobservations

aren’ttoodifferent

fromwhattheneighbouringcountriesareexperiencing.47%Optingforcheaperrooms35%Spendinglessonextras58%Bookingmorefarinadvance27%Optingformorerestrictivecancellationpolicies45%Bookingshorterstays14%AvoidingpeakseasonTable

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AccommodationBarometerAutumn202303ChallengesandOpportunitiesAsthewarinUkraineandhighin?ationcontinuetopushenergypricesup,

thistopichas,

predictably,

beenidenti?edasthebiggestchallengefortheUK

andEuropeanhoteliersalike.

The

costof

staff

cameinasaclosesecond.

Intermsof

theopportunitiesavailabletotheaccommodationindustry,

offeringlocalexperiencestoppedthechartforUK

hoteliers.

Itwasfollowedbyattractingmoredomestictravellers–perhapsahigherprioritynow,

giventheaddedcomplexitiesof

post-Brexittravel,

orduetopeopleavoiding?yingforclimate-relatedreasons.Table

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Contents9UK

AccommodationBarometerAutumn2023ChallengesandOpportunitiesChallenges(noworexpectedforthenext6months)EnergycostCostof

staff78%62%52%50%49%45%43%42%42%40%35%31%30%30%29%28%28%26%25%25%17%8%79%63%61%48%48%53%50%44%38%28%36%28%33%30%21%23%30%21%21%21%26%8%83%61%59%53%42%44%50%37%43%37%31%27%21%21%26%21%22%20%13%14%14%10%86%74%67%73%68%64%48%56%69%54%59%31%43%54%39%36%44%32%57%39%31%14%80%64%43%69%61%69%51%60%61%61%64%34%45%41%46%24%40%35%41%45%25%14%84%69%69%53%48%49%48%40%35%35%24%40%28%31%30%30%26%29%24%19%10%8%78%61%48%39%40%31%44%34%33%38%31%35%34%26%30%28%25%24%15%26%15%3%79%58%40%45%54%44%44%39%25%45%33%21%24%29%35%24%19%25%23%25%14%6%66%60%43%48%44%35%36%28%34%28%26%25%23%19%14%28%24%21%19%21%18%6%76%65%45%41%41%36%40%45%41%35%25%38%28%26%18%33%18%29%23%26%13%8%Costof

inputsandservicesAcquiring/retainingstaffTaxationDecarbonisationSustainabilityInvestmentsPrice

sensitivityof

customersEconomicuncertainty*ConsumerexpectationsCompetitionfromotheraccommodationprovidersShiftingconsumertrendsChangesinconsumerspendingbehaviorDigitalisationAccessto?nancing/capitalCustomeracquisitionCompetitionfromotherdestinationsRegulationDeprioritisationof

travelexpenditureConnection/accessibilityTravel

restrictions*“Overalleconomicconditions”in2022and1stwave2023Table

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Contents10UK

AccommodationBarometerAutumn2023ChallengesandOpportunitiesChallengesOpportunitiesAsisthecaseinmanyotherCost

of

inputsandservices,

taxation,andacquiringandretaining

staffare

next

ontheline,

witharoundhalf

of

Britishhotelierslistingthemasconcerns.

Only21%ofUKaccommodations

stated

thatshifting

consumertrends

were

achallenge,

andregulation

wasonlyIntermsof

opportunities,

thetopspotforUK

hoteliersalikewasofferinglocalexperiences,

whichisechoedacrossthewholeof

theEuropeancontinent.

59%of

UK

accommodationprovidersstatedthisastheirtopopportunityforthenextsixmonthsversus62%of

Europeanhoteliers.Attractingmoredomestictravellerswasthenextbiggestopportunityforjustoverhalf

of

Britishhoteliers(52%),

perhapsduetothemorestraightforwardnatureof

domestictravelinapost-Brexitworld.Europeancountriesthisyear,

cost-relatedconcernsareatthefrontofUK

hotelier’sminds.

EnergycostswerethebiggestchallengefacingBritishproperties,

with80%of

themstatingthatthisisthecase.

Costofstaff

wasthenextmostsigni?cantcategorywith65%of

responses–only

a

concernfor14%of

respondents.GermanyandFrance

scoredhigher.Travel

restrictions

scored

thelowestwith7%,

anothersignof

thepost-pandemicnormalisation.Top

opportunities(noworexpectedforthenext6months)Autumn2023

Summer2023

EUaverageautumn20230%10%20%30%40%50%60%70%80%90%100%OfferinglocalexperiencesAttractingmoredomestictravelersHigherinterestinsustainableproducts&servicesAttractingmoreinternationaltravelersIncreasesocialmedia/onlinemarketingactivitiesLongerstaysUpgradeof

accommodationfacilitiesHigherappreciationof

travelafterCOVIDAttractingfamiliesAttractingGenerationZtravelersUpselling/sellingadditionalservicesAcquiring/retaininghighlyquali?edstaffIntegrationwiththelocalcommunityTrend

tocombineworkandtravel(incl.

staycation)Usageof

arti?cialintelligenceTable

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Contents11UK

AccommodationBarometerAutumn2023ChallengesandOpportunitiesTheuseof

arti?cialintelligencewasthelowest-scoringfactorintheUK(15%).

Asahuman-centricbusiness,hoteliersseemmorereluctanttoplace

AIbetweenthemselvesandtheirguests,

especiallyfollowingalongperiodof

pandemic-relatedrestrictionsthatlimitedpersonalinteraction.

Instead,

theyprefertoprioritiseopportunitiesthatattracttravellersback,

amongwhicharealsoincreasingsocialmedia/onlinemarketingactivities(47%)andupselling/sellingadditionalservices(41%).Mosteffectivetools/investmentprioritiestomaximizeoccupancy(Multipleanswerspossible)Autumn2023EUaverageOffertargeteddiscounts54%Investmentsinstyle/aestheticsListingondigitalplatformsInvestmentsincomfort44%42%36%InvestmentsinamenitiesIntermsof

themosteffectivewaysof

maximisingoccupancy,

overhalfof

UK

accommodationproviders(54%)statedthatofferingtargeteddiscountswasthemostreliablemethod,

followedbyinvestmentsinstyle/aesthetics(44%).

IntheEUaverage,

themosteffectivetoolwaslistingondigitalplatforms(51%),followedbytargeteddiscounts(49%).

IntheUK,

listingthepropertyondigitalplatformswasthethirdmosteffectivetool(42%),

perhapsconnectedtothegrowingrelativeimportanceof

domestictravel.PromotionontraditionalmediawasdeemedtheleasteffectivetoolinboththeUK

andtheEUasawhole(10%and16%,

respectively).34%Promotion

onsocialmedia/in?uencermarketing32%Investmentinstaff

training31%Usingrevenue/channelmanagementsoftware26%Partnering

withbed-banks22%Sellinginventorytowholesalers19%Pay-per-clickdigitaladvertising14%Promotion

ontraditionalmedia10%Food

anddrink’scontributiontooverallbusinesssuccessAnimportantcontributorA

minorcontributorA

necessity,

butnotreallyacontributorDecreasepro?tabilityWe

don’tofferfoodanddrinks1%16%52%52%24%8%1%1426%7%Percentagetotalsmaydifferfrom100%duetoroundingTable

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Contents12UK

AccommodationBarometerAutumn2023ChallengesandOpportunitiesDoesyouraccommodationbusinessoffervegan/vegetarianoptions?7%No,

neithervegannorvegetarianoptions52%Yes,veganaswellasvegetarianoptions41%Yes,vegetarianbutnoveganoptionsOnly8%of

UK

hoteliersdon’tofferfoodanddrinksOfferingculinaryserviceswasseenbymanyUK

hoteliersashavingacontributiontotheiroverallpro?tability,

withjustoverhalf

(52%)seeingthisasanimportantpro?tdriverandafurtherone-quarter(24%)statingitwasaminorfactor,inlinewiththeEUaverage.

Only8%saidtheydon’tofferfoodanddrinks.further41%offervegetarianalthoughnotveganoptions.

Thenumberofhoteliersofferingneithervegannorvegetarianoptionswasjustunder10%bothintheUK

andintheEU.Plastic-freepackagingwasdeemedthebiggesttrendimpactingconsumerpreferences,

with70%of

Britishhoteliersstatingthattheystronglyagreedwiththis.

Bycontrast,

intheEU,

sustainablyand/orregionallysourcedfoodstookthetopspot.Intermsof

thetypesof

dietsthatUKaccommodationbusinessescaterfor,

52%of

localhoteliersmentionedveganandvegetarianoptionsandaAspectsof

foodanddrinksthatarebecomingmoreimportantforaccommodationbusiness(Strongly)disagree(Strongly)agreeEUaverageVegan/vegetarianfoodoptions14%59%Sustainably/regionallysourcesfoodoptions11%63%Plasticfreepackagingoptionsforfoodanddrinks10%70%Table

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AccommodationBarometerAutumn202304DigitalizationandSustainabilityThe

digitalandgreentransitionsremainkey

topicsforBritishaccommodations,

andinvestmentsintheseareasare

settoremainstableinthenextsixmonths.

The

accommodationwebsiteandreal-timebookingengineare

importantdigitaltoolsthatUK

hotelierslooktomasterinordertotransformtheirbusinessdigitally,

androughlyonequartershowedinterestinarti?cialintelligence.

Inlightof

thewidespreadenergypricehikesinEurope,

itishardlysurprisingthatenergyef?ciencyisthetoppriorityintermsof

agreenerbusinessmodel.Table

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Contents14UK

AccommodationBarometerAutumn2023DigitalizationandSustainabilityDigitaltransformationInvestmentplansregardingdigitaltransformationoverthenext6monthsWithregardtotheirplanstoinvestinthedigitalizationof

theirbusinessesoverthenextsixmonths,itappearsthatUK

propertiesaregenerallyexpectingtomaintaintheirinvestmentvolumes:82%ofUK

accommodationbusinessesstatedthattheyintendtoinvestaboutthesame,

versus78%of

theirEuropeancounterparts.

Meanwhile,9%of

Britishhotelierssaidtheywouldbeinvestingmore;and8%saidtheywouldbeinvestingless.2%2%9%82%2%Investlessthanduringthelast6monthsInvestaboutthesameInvestmorethanduringthelast6months34%12%78%49%16%Don’tknowPercentagetotalsmaydifferfrom100%duetorounding8%9%Summer2023

Autumn2023EUaverageautumn2023OneintenUK

accommodationbusinesses(10%)alreadyusearti?cialintelligencetoolsand13%intendtointegratethemintotheirbusinesseswithinthenextsixmonths.

Whiletheproportionof

Britishhoteliersstatingthattheydonotintendtouse

AIishighatthree-quartersof

respondents(75%),similar?guresareseenacrossEuropeandmaybedrivenbytheindustry’sunderstandingof

theirbusinessasonethatprovidesprimarilyhuman-centredexperiences.Useof

arti?cialintelligence(AI)suchascustomerchatbot,

dynamicpricingalgorithmYes,wealreadyuse

AI

Notyet,

butweplantouse

AIinthenext6monthsNo,

wedonotcurrentlyuseorplantouse

AI

Don’tknowGermanyAustria20%12%10%16%16%16%14%66%70%

1%66%

2%66%

3%72%

1%2%19%NetherlandsPortugal17%15%11%EUaverageNordics10%74%3%GreeceFranceItaly9%8%8%15%14%18%23%75%

1%76%74%

1%74%3%Spain4%Percentagetotalsmaydifferfrom100%duetoroundingTable

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Contents15UK

AccommodationBarometerAutumn2023DigitalizationandSustainabilityIntheUK,

customerchatbotisthemostpopular

AItoolamongthehoteliersthathaveeitheralreadyused

AIorareplanningondoingso,chosenbythree-quartersof

them.Bycontrast,

justoverhalf

(58%)ofAIpioneersintheEUsaidthesame.Customerreviewmanagementwasmentionedasanimportant

AI-basedtoolby53%of

UK

respondents,whiledynamicpricingandcontentmarketingwereeachchosenby47%.AI-toolsaccommodationcurrentlyusesorplanstouse/implementinthenext6months(Multipleanswerspossible)31%Upselling47%Dynamicpricing53%Customerreviewmanagement73%Customerchatbot47%ContentmarketingInlinewiththeEurope-widesurveyresults,

theaccommodationwebsiteisthemaindigitalizationtopicforUK

hoteliers.

Almosttwiceasmanyrespondentsrecognizeditsimportanceintheautumn(57%)comparedtothesummer(30%).

Real-timebookingenginesalsobecameamoreprominenttopic,

receiving37%of

endorsingresponses(versus22%44%Customrecommendations/itinerariesinthesummerwave),

rankingitsecond.Socialmediamarketing–themostimportanttopicinthesummerwave–receivedunderathirdof

thepositiveresponsesthistime,

rankingitfourth.Top

topicswithregardtodigitaltransformationAutumn2023

Summer2023

EUaverageautumn2023AccommodationwebsiteReal-timebookingengineOnlineadvertising57%37%36%SocialmediamarketingHiringstaff

withrightskillset