Dezvoltarea Alerta a Industriei Hoteliere Europene

7/28/2019 Dezvoltarea Alerta a Industriei Hoteliere Europene

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Dezvoltarea alerta a industriei hoteliere europene

Numeroase orase au raportat in primele sase luni ale acestui an o crestere de doua cifre

Rezultatele studiului Deloitte intitulat HotelBenchmark indica o crestere de 6,8% a

venitului pe camera disponibila (revPAR) realizat de hotelierii europeni in prima jumatate

a acestui an; un procent usor scazut fata de cel raportat in aceeasi perioada a anului 2006

7.2%.

Cu toate ca, in acest an, in Europa nu au avut loc evenimente sportive importante de talia

celor organizate in anul 2006 Olimpiada de Iarna de la Turin, Campionatul Mondial de

Fotbal FIFA din Germania hotelierii europeni si-au consolidat pozitia pe piata. Aceste

performante sunt datorate tarifelor medii pe camera, care pana in momentul de fata au

crescut cu aproximativ 5.8%.

In fruntea clasamentului s-au situat hotelierii din Valencia cu o crestere de 38,2% a

venitului pe camera disponibila. Aceasta evolutie se datoreaza in mare parte Cupei

Americii, care reuseste sa atraga ca de fiecare data marinari, spectatori si presa din intrega

lume. Hotelierii au crescut tarifele medii pe camera cu 33,4%. Pe locul doi s-au clasat

pentru a doua oara consecutiv hotelierii elvetieni reusind in acest fel sa-i surclaseze pe cei

din Noua Zeelanda.

Hotelierii din Istanbul au inregistrat de asemenea in prima jumatate a acestui an o crestere

substantiala de pana la 26% a venitului pe camera disponibila. Oportunitatile pietei au fost

numeroase: conferinte, expozitii comerciale, evenimente sportive. In plus, Turcia a depus

eforturi considerabile pentru a-si consolida pozitia in topul destinatiilor culturale.

Conform datelor puse la dispozitie de catre Organizatia Mondiala a Turismului, toate

aceste costuri par sa fie amortizate in proportie de 16% datorita numarului de vizitatori,

care au ales Turcia ca destinatie in primele cinci luni ale acestui an.

Hotelierii din Lisabona au continuat sa obtina rezultate bune, inregistrand pana in prezent

o crestere de 14% a venitului pe camera disponibila. Orasul a gazduit numeroase

conferinte, ca de exemplu Alimentaria International Food Show. Aceasta conferinta


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bianuala a avut loc in luna mai a.c. si a atras in jur de 40.000 de vizitatori. Cresterea

venitului pe camera disponibila se datoreaza in principal tarifelor medii pe camera,

acestea reprezentand momentan doar 1 din 100 . Atena este un alt oras sud-european care a

raportat o crestere de doua cifre in prima

jumatate a anului 2007, cu un venit pe camera disponibila de 10,6%. Luna mai a fost o

luna extrem de profitabila pentru orasul gazda a UEFA Champions League. In noaptea

finalei, venitul hotelierilor pe camera disponibila a crescut vertiginos cu 116% pana la

valoarea de 337 - o crestere de trei ori mai mare decat media inregistrata la inceputul

anului 2007 si pana in prezent.

Nici hotelierii londonezi nu au fost mai prejos, inregistrand o crestere substantiala de

14,6%. Calatoriile de afaceri si turism in capitala Marii Britanii sunt predominante.

Hotelurile din Londra inregistreaza in continuare cel mai ridicat grad de ocupare din

Europa 80,5%.

Lorna Clarke, Director Executiv al HotelBenchmark din cadrul Deloitte este de parere

ca: ..in ciuda faptului ca Europa nu a gazduit in acest an evenimente de amploarea celor

organizate anul trecut, industria hoteliera a inceput in forta anul 2007 numeroase orase

au inregistrat o crestere de doua cifre a venitului pe camera disponibila. Europa continua

sa profite de pe urma performantelor economice in special zona euro care determina o

crestere a cererii pentru servicii hoteliere. Perspectivele pentru restul anului sunt

promitatoare. Cu toate acestea, identificam preocupari legate de cresterea volumului de

credite si valorii ratelor dobanzii. Acest lucru poate conduce la scaderea numarului de

calatorii turistice.

De asemenea, potrivit unui studiu Deloitte, remis Ziare.com, tariful mediu pe camera a scuzut cu 12,3 procente, la

108 euro, in timp ce rata de ocupare s-a redus la 61,6 procente.

In Romania, s-a inregistra un declin de 6,9 procente a ratei de ocupare si de 17% al indicelui revPAR.

Potrivit studiului, Londra este orasul cu cel mai mare grad de ocupare, in timp ce Glasgow si Edinburg sunt

singurele orase europene care au inregistrat o crestere a ratei de ocupare.


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Dintre tarile din zona euro, Spania a fost lovita cel mai puternic, din cauza faptului ca numarul turistilor provenind

din principalele sale piete a scazut.

"Industria hoteliera europeana a traversat un an agitat, in contextul in care criza s-a adancit. Cresterea ratei

somajului, raspandirea virusului de gripa AH1N1 si cresterea monedei euro fata de alte monede au avut un

impact serios asupra performantei operatorilor de profil din Europa", a declarat Alex Kyriakidis, Global Managing

Partner, Tourism Hospitality & Leisure Deloitte.

"Multi oamenii au preferat sa stea acasa in loc sa calatoreasca peste hotare, iar numarul calatoriilor de afaceri s-a

redus, ceea ce a atras scaderea vanzarilor si a rezultatelor operatorilor hotelieri, a companiilor aeriene si a

agentiilor de turism. Toate orasele din regiune au inregistrat o scadere a indicelui revPAR pentru anul incheiat in

septembrie, unele dintre ele fiind lovite mai rau decat altele", a adaugat Kyriakidis.

Rata de ocupare a hotelurilor din Bucuresti a scazut cu 19,6 procente anul trecut, inregistrand cel mai

mare declin din Europa.

Potrivit unui studiu realizat de Deloitte, rata de ocupare a hotelurilor din Romania a ajuns la 57 de procente, in

contextul in care deteriorarea increderii consumatorilor, lipsa de finantare si diminuarea cheltuielilor de afaceri auafectatindustriahoteliera din toata lumea.

Veniturile pe camera disponibila au scazut cu 12,7 procente, la 76 de euro, in timp ce oferta din Bucuresti a

crescut semnificativ, prin inaugurarea de noi unitati, precum Ramada Plaza sau Radisson, sau prin extinderea

Rin Grand Hotel.

"Cum vestile nu sunt bune in perioada urmatoare, industria de turism isi va concentra atentia pe strategii de

supravietuire in acest an. Scaderea tarifelor de cazare pare tentanta, dar ea nu reprezinta o solutie pe termen

lung," a spus George Mucibabici, presedintele Deloitte Romania.

"In acest moment, este important ca autoritatile si industria de profil sa isi indrepte atentia spre proiecte de

dezvoltare a infrastructurii de turism, cum sunt extinderile de aeroporturi sau dezvoltarile hoteliere, care vor punebazele cresterii pe termen lung si ale sustenabilitatii," a adaugat el.

http://www.scritube.com/geografie/turism/REFERAT-INDUSTRIE-HOTELIERA1032411012.php

Hotel and motel industry - History of Business in the U.S.

Urban Hotels

Adapting to Change

The Postwar Era

Definition: Enterprises formed around multiunit buildings that provide temporary lodging to the

general public

Significance: The lodging industry grew dramatically with the development of national railroad and

highway systems, the emergence of a middle class with sufficient leisure time and disposable income
http://www.ziare.com/afaceri/industria/http://www.ziare.com/afaceri/industria/http://www.ziare.com/afaceri/industria/http://www.scritube.com/geografie/turism/REFERAT-INDUSTRIE-HOTELIERA1032411012.phphttp://www.scritube.com/geografie/turism/REFERAT-INDUSTRIE-HOTELIERA1032411012.phphttp://www.scritube.com/geografie/turism/REFERAT-INDUSTRIE-HOTELIERA1032411012.phphttp://www.ziare.com/afaceri/industria/


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to travel, and an increase in business travel. The demand for public lodging also brought about a

push toward standardization that ultimately benefited hotel and motel chains at the expense of

small, family-owned establishments and older urban hotels.

Catering primarily to travelers, the modern American hotel grew out of the inns and taverns that

served as temporary lodging during the colonial period and into the nineteenth century. Theseestablishments typically operated in port cities and along stagecoach roads, often doubling as

makeshift meeting halls, courts of law, and convenient locations in which to conduct business deals.

Their importance to early American commerce is reflected in a Massachusetts law requiring a tavern

in every town.

Urban Hotels

The first large urban American hotel, consisting of seventy-three rooms, opened in New York City in

1794, and similar establishments followed in Boston, Baltimore, and Philadelphia. These hotels were

often lavish and served as symbols of prosperity and focal points for business activity. In addition,

large urban hotels employed substantial numbers of people, contributing to the growth of the

service sectors of many American cities.

The emergence of railroad transportation during the mid-nineteenth century brought about an

increase in business and recreational travel. Hotels were often among the first buildings to be

erected in the towns and cities established along railroad lines. They were vital centers of

commercial activity that provided the service and retail establishments of booming downtown areas

with steady streams of patrons.

Builders of urban hotels in emerging midwestern and western cities often sought to outdo rival

towns by constructing ever-larger and more lavish establishments. As rail travel became more

affordable and increasing numbers of middle-class people began to travel, however, other hoteliers

began to emphasize cleanliness, affordability, and simple amenities such as private bathrooms and

free newspapers. Resort hotels also began operation in many rural areas, offering seclusion and

natural beauty for vacationers and health benefits (such as mineral springs and exotic treatments) for

seekers of cures for various ailments. The increase in the variety of accommodations available to

travelers fueled a burgeoning travel industry that catered both to the growing middle class and to

the expanding American business sector.

In addition, hotels of the nineteenth and early twentieth centuries were often laboratories for new

technologies such as electric lights, elevators, telephone systems, and air-conditioning. The rapidly

changing technological climate of this period rendered many of these modern hotels prematurely

obsolete, and the proliferation of hotels frequently led to market saturation, causing many hotels to

close or to convert to other uses. Transitions from stagecoach transportation to railroads, railroads to

highways, and highways to superhighways produced a constant underlying volatility in the lodging

industry throughout the nineteenth and twentieth centuries.


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A motel in Helena, Montana, in 1942. (Library of Congress)

Adapting to Change

The arrival of the automobile during the early decades of the twentieth century brought about

drastic changes in the American hotel and motel industry. With the development of a system of

federal highways and the availability of affordable automobiles such as the Ford Model T, demand

increased for inexpensive, convenient lodging catering to motorists. These establishments, known as

motor hotels, motels, or motor courts, grew steadily in number as automobile ownership and long-

distance travel increased during the pre-World War II era. In this environment, the traditional urban

hotels, inconvenient to new highway systems and increasingly located in deteriorating

neighborhoods, began to decline both in number and in quality.

The quality of motels also varied widely. Most were locally owned and operated in the absence of

industry standards regarding cleanliness, roomsize, or amenities offered. Many were located

inconveniently to restaurants and local attractions and typically charged extra for children. Motel

federations such asTravelodge and BestWestern established before the 1950s referred customers to

member establishments but exercised no control over the operation of such member motels.

Where Domestic Travelers Stayed Overnight, 2005

Source: Data from the Travel Industry Association

Note: The average stay at a hotel, motel, or bed and breakfast is 3.2 nights.

The Postwar Era

The economic boom of the postwar era and the establishment of the Dwight D. Eisenhower National

System of Interstate and Defense Highways (also known as the Interstate Highway System) during

the 1950s led to the emergence of motel chains and a resultant t rend toward standardization. The

Holiday Inn chain, conceived by real estate developer Kemmons Wilson during a 1951 family

vacation, was established in Memphis, Tennessee, in 1952. Determined to avoid the problems that

he and his family had encountered at numerous motels during their vacation, Wilson designed his

motels with standard-size rooms, on-site restaurants, and standard amenities such as televisions,

swimming pools, air-conditioning, and free stays for children.


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To ensure convenient locations, Wilson purchased building sites along the new interstate highways

near exits and on the right side of adjoining roads and streets, so patrons would not have to make

left turns to reach the motels. As competing motel chains emerged during the 1950s and 1960s,

many merely purchased building sites alongside newly constructed Holiday Inns. These motel chains

enjoyed a tremendous competitive advantage over locally owned and operated motels, many of

which lacked the capital to upgrade their operations or move to more desirable locations.

The standardization of the motel industry increased public trust in motels, as the growing disposable

income of Americans and the convenience of interstate highways fueled a steady increase in travel.

Newly constructed motel sites along the new superhighways often became magnets for commercial

development, attracting retail establishments, restaurants, and other services. As a result, chain

motels have sometimes been cited as contributors to the economic decline of downtown business

districts and the proliferation of suburban sprawl.

The economic boom of the 1990s and concomitant revitalization efforts in many American cities led

to a revival of urban hotels toward the end of the twentieth century, prompting the construction ofnew downtown hotels and the reopening of many old ones. Urban hotels thus reclaimed their

historical status as symbols of vitality and focal points for economic activity. Resort hotels continued

to thrive in certain cites such as Las Vegas, and lodging establishments offering a variety of amenities

and price ranges remained vital to American transportation and commerce.

Michael H. Burchett

Further Reading

Halberstam, David. The Fifties. New York: Villard Books, 1993. Charts the effects of the lodging

industry on American culture within the context of a study of tumult and change during the 1950s.

Jakle, J. A., et al. The Motel in America. Baltimore: Johns Hopkins University Press, 2002.

Comprehensive study of the motel industry and its history, including the architecture and design of

motels.

Sandoval-Strausz, Andrew K. Hotel: An American History. New Haven, Conn.: Yale University Press,

2007. Part social history, part economic history, part political history, this study details the

relationship between the hotel industry, capitalism, and the function of public and private space inAmerican culture.

Witzel, Michael K. The American Motel. Osceola,Wis.: Motorbooks International, 2000. Copiously

illustrated study of U.S. motels, from the early autocamps through late twentieth century chains

and innovations.

See also: American Automobile Association; automotive industry; tourism industry.

http://american-business.org/2541-hotel-and-motel-industry.html
http://american-business.org/2541-hotel-and-motel-industry.htmlhttp://american-business.org/2541-hotel-and-motel-industry.htmlhttp://american-business.org/2541-hotel-and-motel-industry.html


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The start of the hotel industry

At the beginning of the 15th century, the law in France required thathotels keep a register

English law also introduced rules for inns at a similar time During the 16th century, more than 600 inns were registered in England The first guide books for travellers were published in France Signs were displayed outside establishments renowned for their refinedcuisineAt the end of the 1600s, the first stage coaches to follow a regulartimetable startedoperating in EnglandThe industrial revolution, (1760s), triggered theconstruction of hotels in mainland Europe,England and America In New York and Copenhagen, hotels were established in city centres Early 1800s, the Royal Hotel was built in London and holiday resortsconstructed along theFrench and Italian rivieras In Japan, Ryokan guest houses were established and in India,government-run Dakbungalows provided accommodation for travellers The Tremont House in Boston was the first deluxe hotel in a city centrewith inside toilets,

locks on the doors and an a la carte menu The Holt Hotel in New York City was the first to provide its guests with alift for theirluggage Highway inns for stage coaches started to decline as trains began toreplace horse-drawntransport In New York, the New York Hotel was the first to be equipped withprivate bathrooms

In 1890 Le Grand Hotel, Paris was the first entire hotel to be equippedwith electric light The Fifth Avenue Hotel in New York City was the first in that period toprovide lifts for itsguests In 1880, the Sagamore Hotel in New York was the very first to provideelectricity in all itsrooms In 1890 the first school for hoteliers was founded in Lausanne,

Switzerland


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In 1919 the Barcelona Ritz had bathrooms with hot and cold water The Ritz and Savoy in London, le Negresco in Nice the P1aza in NewYork, the Taj Mahal inBombay were all constructed during this period 1950s saw Club Mditerrane (G Trigano) develop the club village In the 1960s new tourist resorts grew up around the Mediterranean:Spain, Greece,Yugoslavia thrived with the development of city and beach hotels The 1970s witnessed the construction of hotels or business people 'Black gold' (oil), attracted business people worldwide to the Middle-

East

The third hotel industry boom (1980s)

Rise of hotels near airports, hotels for conferences ,health hotels, skiholiday hotels, holiday villages and marina hotels The first Property Management Systems (Fidelio, Hogatex, etc)appearedin the hospitality market The Far East began developing hotels for business people and touristsbegan to discover China, South Korea, Thailand and Japan AmericanInternational chains prepared expansion plans to reach into Europe andthe Middle- and Far East Environment and energy conservation become important in marketingbig chains Reservation systems become more sophisticated enabling hotels tofoster customer loyalty through database systems recording guest'sIndividual history and individualised marketing programmes, satisfyingguests' personal needs better than the competition

20th centuryThe third hotel industry boom (1980s)The 1990s: technology starts to make an impact

Dezvoltarea Alerta a Industriei Hoteliere Europene

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