Germany: 2013 and 2014 growth driven by weekends - MKG Reports
2013 was no exception. According to the MKG European Hospitality Report, which surveys more than 960 hotels in Germany, occupancy rose by 1 point in 2013 to 67.6%. In 2013 as well as over the first quarter of 2014, weekend performances turn out to be the key growth engine.
exception. According to the MKG European Hospitality Report, which surveys more than 960 hotels in Germany, occupancy rose by 1 point in 2013 to 67.6%, almost on line with the European average (67.9%). Average daily rates climbed by 0.9% in the country, while prices in Europe overall barelly budged (+0.1%), as Southern European countries kept adjusting their fares. The Bavaria, Hamburg, Lower Saxony and Saarland regions recorded the best increases in RevPAR (revenue per available room) with rises above 4% in 2013, whereas Berlin marked a pause after posting solid gains in recent years.
As price increases in 2013 remained moderate and as German hotels already benefitfrom high occupancy on weekdays, occupancy on weekends turns out to be the key current growth feeder. Indeed, whereas occupancy in Germany rose by 0.7 point on weekdays in 2013 and 0.1 point between January and March 2014, occupancy on week- ends (Friday-Sunday) rose by 1.9 point in 2013 and has kept rising at a strong pace (+1.7 point) over the first three months of 2014. Thanks to this solid dynamics, week- end prices are also moving in a positive direction: they grew by +0.8% from January until March 2014. This appears not to be a temporary outcome but rather a structural change: hotel occupancy rates on week-ends (Friday-Sunday nights) have now been consistently rising for several years in Germany. The country's major urban centres are well positioned to benefit from the rising popularity of 'city breaks' among young urban travellers. Will Germany's popularity among these 'Generation Y' travellers eventually make the country -through its major cities- a strong week-end destination?