The recession proved massively challenging for hoteliers last year as they struggled to secure occupancy numbers to survive this turbulent time. Now we’ve left this annus horribilis, are we starting to see the green shoots of recovery in 2010?
I think it’s a little too early to be talking about a rapid worldwide recovery but, if recent figures from Deloitte on London’s boost in bookings in November 2009 are anything to go by, then hopefully confidence is returning to the hotel industry. But, many regions, particularly in Eastern Europe are still seeing a decrease in occupancy, so we aren’t out of the woods yet.
There will definitely be business out there this year, we just have to accept that it’s limited. Hotels’ commitment to capital investment is understandably harder when funds are restricted and hotel managers now need to feel even more confident of a return on their investment. But, at the same time, investing wisely in new technology and services for guests is critical to keeping the guest experience fresh and appealing.
Providing guests with a range of broadband internet options should make financial sense for hotel managers. However, it has to be robust and reliable and hotels need to know that they can generate revenue, but also offer their guests value for money.
This year hotels need to take advantage of recent advances in digital TV entertainment and broadband internet to differentiate their offering and make sound investments that deliver a positive return in order to boost occupancy numbers. I really believe that those hotels who work closely with their partners on using technology to differentiate their brand will see the fruits of their labour in 2010.
