Key Points:

  • New research - published in the July edition of The Hotelier PULSE Report, co-authored by Guestcentric & Great Hotels of The World, reveals a 25,52% decrease in European hoteliers expecting to financially recover to 2019 levels in 2021.
  • In June 2020, over 68% of European Hoteliers surveyed expected to financially recover to 2019 levels in 2021. In July, this percentage has decreased to 43%.
  • This forecast is in line with 84% of European Hoteliers who now predict a revenue loss of over 50% in 2020, compared to just over 77% who predicted this would be the case back in June.
  • The results come as more hotels have reopened across Europe in July, compared to reopenings in May and June combined.
  • In terms of total occupancy for August, European hoteliers expect an average of nearly 40%, which marks an increase of nearly 10% compared to the expectation of nearly 28% occupancy for July.

Research conducted in July and published in the August edition of The Hotelier PULSE, a monthly industry insights report co-authored by Guestcentric and Great Hotels of the World, reveals that just 43% of European Hoteliers expect to financially recover to 2019 levels in 2021. This marks a 25,52% decrease from 68,52% who predicted this would be the case back in June's survey. 

The results emerge as 84% of European Hoteliers predict a revenue loss of over 50% in 2020, compared to just over 77% who predicted this would be the case in back in June's survey. "The industry's shift in mood is consistent with what our reservation data is telling us," observes Pedro Colaco, CEO of Guestcentric and Great Hotels of The World. "For instance, we initially saw bookings jump from 69% below zero in early March, to 46% of 2019 levels in late May."

"Since early June however, bookings have plateaued, and we are still between 40% and 50% of 2019 levels as we approach August. Therefore, it's unsurprising that Hoteliers are adjusting their expectations significantly," he continued.

Interestingly, however, the industry's expectation for total occupancy per month has increased by nearly 10% to over 37% for August 2020. This is in comparison to the 27,96% total occupancy average expected for July.

Colaco also notes the significantly shorter booking pace between the months of June and July, noting that this is very likely a ripple effect of wavering travel policies, which in turn are driving customers to hold off on booking accommodation right down to the very last minute before they are due to travel.

"Our data shows that of all bookings made in June 2020 (22% of bookings over the same period in 2019), over half were for stays in the same month. This could very well be due to the persisting uncertainty in regards to travel, as we saw when the UK established a no-quarantine airbridge with Spain, only to withdraw weeks later."

"What will happen in the months to come, only time will tell," Colaco adds. "However, we are all still adjusting to the new normal and there will still be disruptions along the way. So now, more than ever, it is vitally important that the industry continues to band together and find ways to continue engaging local markets and customers."

"It's also evident that people are eager to travel but waiting right up until the very last minute to book accommodation. It will be interesting to see how August plays out," he concluded.

About the Hotelier PULSE Report

Since the launch of The Hotelier PULSE Report series in April 2020, Guestcentric has surveyed hundreds of Hoteliers on key issues that remain top-of-mind since the start of the Covid-19 crisis, such as occupancy, ADR, financial recovery, Health & Safety, and redefining Sales & Marketing strategies for the future.

For the 5th Edition of The Hotelier PULSE Report, Hotel Group CEO's/Property Owners represented the majority of respondents at nearly 30%, followed by General Managers at over 27%. The remaining respondents include Sales Directors (over 20%), Revenue/e-commerce Managers (nearly 16%), and Front Office Managers (nearly 4%), and Marketing Managers (nearly 3%). Over 88% of survey respondents come from Europe.

About GuestCentric

GuestCentric is a leading provider of cloud-based digital marketing software and services that help extraordinary hoteliers promote their brand, drive direct bookings and connect with customers on all digital platforms. GuestCentric's all-in-one platform provides hotels with the only unified solution for managing their guests' online journey: award-winning, high impact websites; an integrated, easy-to-use booking engine; social media marketing and publishing tools; a GDS chain code and a channel manager to offer rooms on Amadeus,, Expedia, Galileo, Google, Sabre, TripAdvisor and hundreds of other channels. GuestCentric is a proud provider of solutions that maximize direct bookings to hotel groups and independent hotels from collections such as Design Hotels, Great Hotels of the World, Leading Hotels of the World, Relais & Chateaux, Small Luxury Hotels and Small Danish Hotels. GuestCentric is featured on Skift Travel Tech 250, a list of the top 250 travel tech companies shaping the modern-day travel experience.

Melissa Rodrigues
Content Manager
+35 196 157 3854