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Hotels - UK - October 2014 - Market Trends,Analysis include new market research report "Hotels - UK - October 2014" to its huge collection of research reports


Albany, NY -- (SBWIRE) -- 10/28/2014 -- Decreasing levels of interaction between hotels and guests could result in low levels of engagement, limited opportunities to build loyalty and also limited opportunities to drive incremental revenue. In the long-term, this coupled with a shift towards bookings through intermediaries could contribute towards a commodification of the hotels market, where decisions are based on metrics such as price and rating, with brand taking a back seat.

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Table of Content



Executive Summary

The market
Hotel operators will need to rely on inbound tourists for growth
Figure 1: Volume forecast of hotel/motel/guesthouse nights, 2014-19
Number of hotel visits forecast to increase 9% by 2019
Figure 2: Volume forecast of hotel/motel/guesthouse trips, 2014-19
Market factors
Google Limited Offers could disrupt the hotel booking market
Skyscanner wins appeal to re-open the investigation into rate parity
Legal reforms pave the way for Airbnb to expand in the UK
Domestic market has contracted for three consecutive years
Inbound tourism market is booming
Market share
Premier Inn and Travelodge continue to dominate the UK market
Web traffic to Premier Inn and Travelodge has declined
Over 15,000 rooms are in the pipeline for 2015
Budget hotels hold a 23% share of rooms; London accounts for 22%
The consumer
Chain hotels have been more successful at courting Millennials
Figure 3: Accommodation used, August 2014
Lodging services present a growing threat
Mobile growth could prove detrimental to independents and direct bookings
Figure 4: Device used for research, August 2014
Only half of guests book directly with the hotel
Mobile accounts for a fifth of online bookings
Figure 5: Device used for online booking, August 2014
Brands need to facilitate a cross-platform customer journey
A quarter of guests booked less than a week before check-in
Figure 6: Booking lead time, August 2014
Mobile provides an opportunity for brands to capitalise on impulsiveness
Price and location are most influential factors when choosing a hotel
Figure 7: Influencers on hotel choice, August 2014
Just 4% of guests are influenced by hotel loyalty schemes
Only half of guests visit a hotel’s website before booking
Figure 8: Attitudes towards hotels, August 2014
Hotel’s need to integrate peer reviews into their websites
Deal hunting has not contributed to shorter lead times
What we think

Issues and Insights

What are the opportunities and challenges presented by the growth of mobile?
The facts
The implications
How can hotel operators react to a decreasing number of touch points?
The facts
The implications

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