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UK
AccommodationBarometerAutumn2023Table
ofContents01ExecutiveSummaryPg30203EconomicSituation
ChallengesandandInvestmentsOpportunitiesPg5Pg90405AppendixMethodologyPg23DigitalizationandSustainabilityPg14GovernmentPoliciesandSupportPg19Table
of
Contents2UK
AccommodationBarometerAutumn2023ExecutiveSummary01
ExecutiveSummaryA
sunnieroutlook!dWiththeimpactsof
theglobalpandemicfading,
Britishhoteliersfindtheirbusinessclimatefullof
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.
Accesstofinancingandcapitaliswhereindependenthotelslagthemost.Justoverathirdof
themreportednodifficulty,
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.Thisfigurewentdowntooneoftenintheautumnwave.
Investmentindevelopingsustainabilityanddecarbonisationalsostabilised,
with81%planningtoinvestthesameandonly11%planningtoinvestmore.of
UK
hoteliersreported(very)goodcurrenteconomicsituationfortheirbusiness,
comparedto46%thissummerThereturntotravelthissummerkeptbusinessesperformingstronglyintotheautumn:61%of
UK
hoteliersreportedanincreaseinoccupancyratescomparedto54%inthelastwave.
Animprovementintheeconomicsituationalsoboostedconfidence,
with61%of
UK
hoteliersreportingthesituationasgoodorverygoodfortheirbusiness,
upfromjust46%whosaidthesameafewmonthsago.
Thisoptimismalsoreflectedthemoodforthefuture,asoverhalf
of
hoteliersfeltpositiveabouttheirbusinesses’developmentinthenext6months.Investmentstabilises.
Asbusinessconfidencerose,
UK
hoteliersalsoappearedtostabilisetheirlevelofinvestment.
Incontrasttothesummerwave,
when1in4hoteliersplannedtoinvestmoreoverthefollowing6months,
themajorityof
hoteliersarenowplanningtokeepinvestmentsteady:79%of
UK
respondentssaidtheywouldinvestaboutthesameinthenext6monthsastheydidinthelast6months.
Similarly,
only15%saidtheywouldinvestlesscomparedtoalmostaquarterof
accommodationsinthesummerwave.
Inotherwords,thevolatilityhassubsided.Lessapprehensiontowardsgovernmentpolicies.For
everythreehotelierswhobelievegovernmentpoliciestobeimportantfortheirbusiness,
thereisonlyonewhothinkstheopposite(56%and18%respectively).
Although1in4UKhoteliersexpectedtheimpactofgovernmentpoliciestobeharmful,almostathirdexpectedthemtobebeneficial.
ThisstandsincontrastTable
of
Contents3UK
AccommodationBarometerAutumn2023ExecutiveSummarytoresultsfromthesummerwave,whereequalsharesof
UK
hoteliersfoundpolicieseitherbeneficialorharmful.
ItechoesthetrendobservedthroughouttheothersurveyedEuropeancountries,
wheregovernmentpoliciesareperceivedinanincreasinglypositivelight,
likelyduetothediminishedpressureof
thepandemic
restrictions.hurdlesforcross-bordertravelmighthavehadanimpactonUK
hoteliers’prioritisation.notusingnorplanningtouse
AIinthecoming6months.
Buttheshareof
UK
hoteliersusing
AIrosefrom7%to10%afterafifthof
hoteliersinthesummerwavesaidtheywereconsideringtheapplicabilityofAItotheirbusinesses.
Mostrespondents,Whenitcomestoprofitability,offeringfoodanddrinksonthepremisesisthestrategyUK
hoteliersalreadydeploywithconfidence.
Three
however,
remainuninterested.
Justoutof
everyfourwesurveyedbelievethisenhancestheirprofitability.
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
governmentpoliciesbeneficialtotheirbusiness,
comparedto1/4whoconsiderthemharmful.59%Governmentinvestmentsindestinationmarketingandof
UK
hoteliersconsideredofferinglocalexperienceasoneof
thebiggestopportunitiesfortheirbusinessinthecoming6months.infrastructure,
suchaspublictransportationandhigh-speedinternetaccess,
areseenashavingthemostpositiveimpactonaccommodationbusinesses.Conversely,
taxationandgeneraleconomicpoliciesaroundinflationcontinuetohavethemostnegativeimpactonbusinesses.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
inflation,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,
andtheindustryfindsitself
backinbusiness.TheEuropean
AccommodationBarometer.
Thesecondeditionof
theUK
AccommodationBarometerisbasedonasurveyof
200executivesandmanagersrepresentingtheUKaccommodationsectors,
anditdrawsonthefindingsof
anEU
AccommodationBarometer,
whichincludedanadditional940participants.
ItisjointlyproducedbyBandTable
of
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
of
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
of
Contents6UK
AccommodationBarometerAutumn2023EconomicSituationandInvestmentsAccommodations’perceptionof
businessdevelopmentinthelast6monthsAutumn2023Summer2023EUaverageautumn2023(Strongly)decreased(Strongly)decreased(Very)difficultDevelopmentof
averagedailyrate(Strongly)increased3%46%Developmentof
occupancyrate4%(Strongly)increased61%AccesstofinancingandcapitalNotdifficult(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
UKchainhotelsreportednodifficultyinthisrespect,
comparedtojust36%of
independentproperties.IndependenthotelsonlyTheassessmentof
theoccupancyratedevelopmentsawa
greaterjumpfrom54%positiveviewinthesummertooutperformedchainswhenit61%
in
the
autumn.
Access
to
financing
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
of
Contents7UK
AccommodationBarometerAutumn2023EconomicSituationandInvestmentsIndependentbusinessChainbusinessEUaverage63%73%Generaldevelopmentinthepast6months(Very)good40%
47%Developmentof
averagedailyrate(Strongly)increased59%67%Developmentof
occupancyrate(Strongly)increased59%
65%63%Currenteconomicsituation(Very)good36%AccesstofinancingandcapitalNotdifficult(atall)78%79%InvestmentplansInvestaboutthesame(asthelast6months)57%
63%Economicsituationinthenext6months(Very)positiveWhenitcomestochangesinGuestbehaviordevelopment.
Consumersare…consumerbehaviours,
theUK
holidayaccommodation
markethasnoticedthatguestsarebookingfurtherinadvance,
with58%of
respondentsstating
thatthiswasthemostsignificantdevelopmentinguestbehaviour.
The
nextbiggesttrendswereoptingforcheaper
rooms(47%)andbookingshorterstays(45%).Customersoptingformore
restrictivecancellationpolicies(27%)andavoidingpeak
season(14%)werelesssignificantbehavioural
trends.
Theseobservations
aren’ttoodifferent
fromwhattheneighbouringcountriesareexperiencing.47%Optingforcheaperrooms35%Spendinglessonextras58%Bookingmorefarinadvance27%Optingformorerestrictivecancellationpolicies45%Bookingshorterstays14%AvoidingpeakseasonTable
of
Contents8UK
AccommodationBarometerAutumn202303ChallengesandOpportunitiesAsthewarinUkraineandhighinflationcontinuetopushenergypricesup,
thistopichas,
predictably,
beenidentifiedasthebiggestchallengefortheUK
andEuropeanhoteliersalike.
The
costof
staff
cameinasaclosesecond.
Intermsof
theopportunitiesavailabletotheaccommodationindustry,
offeringlocalexperiencestoppedthechartforUK
hoteliers.
Itwasfollowedbyattractingmoredomestictravellers–perhapsahigherprioritynow,
giventheaddedcomplexitiesof
post-Brexittravel,
orduetopeopleavoidingflyingforclimate-relatedreasons.Table
of
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*ConsumerexpectationsCompetitionfromotheraccommodationprovidersShiftingconsumertrendsChangesinconsumerspendingbehaviorDigitalisationAccesstofinancing/capitalCustomeracquisitionCompetitionfromotherdestinationsRegulationDeprioritisationof
travelexpenditureConnection/accessibilityTravel
restrictions*“Overalleconomicconditions”in2022and1stwave2023Table
of
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
wasthenextmostsignificantcategorywith65%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/retaininghighlyqualifiedstaffIntegrationwiththelocalcommunityTrend
tocombineworkandtravel(incl.
staycation)Usageof
artificialintelligenceTable
of
Contents11UK
AccommodationBarometerAutumn2023ChallengesandOpportunitiesTheuseof
artificialintelligencewasthelowest-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/influencermarketing32%Investmentinstaff
training31%Usingrevenue/channelmanagementsoftware26%Partnering
withbed-banks22%Sellinginventorytowholesalers19%Pay-per-clickdigitaladvertising14%Promotion
ontraditionalmedia10%Food
anddrink’scontributiontooverallbusinesssuccessAnimportantcontributorA
minorcontributorA
necessity,
butnotreallyacontributorDecreaseprofitabilityWe
don’tofferfoodanddrinks1%16%52%52%24%8%1%1426%7%Percentagetotalsmaydifferfrom100%duetoroundingTable
of
Contents12UK
AccommodationBarometerAutumn2023ChallengesandOpportunitiesDoesyouraccommodationbusinessoffervegan/vegetarianoptions?7%No,
neithervegannorvegetarianoptions52%Yes,veganaswellasvegetarianoptions41%Yes,vegetarianbutnoveganoptionsOnly8%of
UK
hoteliersdon’tofferfoodanddrinksOfferingculinaryserviceswasseenbymanyUK
hoteliersashavingacontributiontotheiroverallprofitability,
withjustoverhalf
(52%)seeingthisasanimportantprofitdriverandafurtherone-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
of
Contents13UK
AccommodationBarometerAutumn202304DigitalizationandSustainabilityThe
digitalandgreentransitionsremainkey
topicsforBritishaccommodations,
andinvestmentsintheseareasare
settoremainstableinthenextsixmonths.
The
accommodationwebsiteandreal-timebookingengineare
importantdigitaltoolsthatUK
hotelierslooktomasterinordertotransformtheirbusinessdigitally,
androughlyonequartershowedinterestinartificialintelligence.
Inlightof
thewidespreadenergypricehikesinEurope,
itishardlysurprisingthatenergyefficiencyisthetoppriorityintermsof
agreenerbusinessmodel.Table
of
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%)alreadyuseartificialintelligencetoolsand13%intendtointegratethemintotheirbusinesseswithinthenextsixmonths.
Whiletheproportionof
Britishhoteliersstatingthattheydonotintendtouse
AIishighatthree-quartersof
respondents(75%),similarfiguresareseenacrossEuropeandmaybedrivenbytheindustry’sunderstandingof
theirbusinessasonethatprovidesprimarilyhuman-centredexperiences.Useof
artificialintelligence(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
of
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
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