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December 8, 2015
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South-East Europe: ECM and MKG Confirm Good Health of Hotel Industry


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EuropeThe results from the latest ECM-MKG European Destinations Observatory report* are in.  With an occupancy rate of 71 percent throughout the European Union at the end of three quarters in 2015, hotel chains gained 2 points over 2014 at the same period. Performances on the continent show an increase over last year thanks to growth in the ADR** (+3.5 percent) and a RevPAR*** up by 6.4 percent. Some destinations produced better results, depending on their geographic location. Once again the assortment of events held in some cities played a key role in the success of their performances.

Southern Europe cities are performing well. Italian cities’ results are driven by events. The hospitality industry of San Sebastian, Seville, Zaragoza and Bilbao, all in the top 10 of RevPAR growth, is having a good year. Madrid and Malaga are following this trend too, with double-digit RevPAR growth by 11.8 percent and 12.1 percent respectively.

Meanwhile, with “EXPO Milano” (from May 1 till October 31), the city of Milan expects to welcome over 20 million visitors. For the moment, the city has experienced the strongest growth in RevPAR in Europe. Other cities in Italy record good results too with Venice and Turin; the city of romance saw its ADR rise by over 19 percent (helped by the “Biennale di Venezia”) leading to a RevPAR up by 17.3 percent, while the RevPAR in the capital of the Piedmont region increased by 12.3 percent. Bologna records similar results as Turin, but Rome is the only Italian city in this sample to be on a downtrend (RevPAR: -7.5 percent).

Following the trend of the first semester most Western Europe cities have good RevPAR results. UK main cities shine by their occupancy rates.

The United Kingdom cities continue to keep the lead in terms of occupancy rate with 84.4 percent for London, the main business destination in Europe, while Edinburgh is still in second position. But, from the beginning of the year, the RevPAR for these two cities followed a negative trend due to respective decreases in ADR by 4.5 percent and 4.6 percent.

In Germany, only Dusseldorf and Nuremberg recorded a downtrend in RevPAR. With solid business tourism, Stuttgart (Intergeo 2015), Cologne (IAW 2015) and Berlin (CMS 2015) saw their RevPAR increase.

In France, only Paris is on a slight downtrend, with a RevPAR down by 0.9 percent. Other cities in the country record good performances, Lille organised “EuroBasket 2015”, Cannes and Nice welcomed events and congresses, Bordeaux and Lyon had a good summer after business events in the first half of the year.

Benelux stayed on the right track from the beginning of the year, with a significant number of political events and meetings to explain its good performance. Brussels and Amsterdam respectively recorded a 6.4 percent and 7.3 percent increase in their RevPAR, while Luxembourg has the strongest RevPAR growth in this area (+14.8 percent).


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