Hotel Franchising in Europe is an update of our previous report published in 2014. The report aims to assist owners in increasing their understanding and awareness of the franchise business model and current market trends.
IntroductionSince the eruption of the volcano Eyjafjallajökull in 2010, Iceland has seen an incredible boom in tourism with growth rates unmatched anywhere else in Europe. Media coverage of the eruption brought increased awareness of the natural beauty of the remote nation which, when coupled with the severe decline in the Icelandic krona compared to other major currencies after the financial crisis, led to an unforeseen explosion in tourism of volcanic proportions.
The hotel industry has seen a proliferation in the number of players and stakeholders that can and should be involved in a successful hotel. Hotel brands, owners and management companies have created permutations and combinations of operating models that, when used appropriately, will increase profitability, make a project more attractive to lenders and add value to guests.