Which European Hotel Markets Are Especially Tied To International Demand?
The share of international guests is higher in Southern European hotel markets, but a focus on non-European guests draws a different picture.
And in fact, the international profile of the Spanish hotel industry has been, so far, driven by the presence of clienteles from the continent: whereas European guests generate 55% of total nights spent in Spain, long-haul guests only generate 8.8%.
Among the 5 largest hotel markets in Europe, the United Kindgom has the highest share of non-european guests: 16.5% of total nights spent. If Europe is regarded as a single market, or on comparison purposes with large-size markets such as the United States, the UK turns out to be the most internationalized hotel market, above Italy (13.6%) and France (11.6%).
Dynamics can be different depending on source markets considered. American guests account for a higher share of overall demand in the UK (6.8%), Italy (4.4%) and France (3.9%). Asian guests also generate a higher share of nights in the UK (4.6%), with France slightly below (3.9%) and above Italy. In contrast, guests from Russia, Ukraine and Turkey are not much present in the UK, Germany and France, but account for more than 2.5% of roomnights spent in both Italy and Spain.