Distribuzione e Revenue

💸 Lufthansa Group revises its 2024 profit forecast, lowering it to €1.4-1.8 billion from the previous €2.2 billion, due to market trends and preliminary Q2 data. This revision will lead to a new cost-cutting plan at the Frankfurt headquarters. Key reasons include intense summer sales competition and aircraft delivery delays. Lufthansa's stock dropped over 3% today, with a year-to-date decline of around 29%.

🏆 Etoa and Forwardkeys describe Europe’s summer season of 2024 as poised to break records, with international arrivals in July and August expected to rise by 12% over the previous year, surpassing the 11% global growth forecast. The increase is driven by a 10% hike in intraregional travel and long-haul markets, with Asia up 11% and the USA by 21%. Urban destinations lead the growth, with Munich (+37%), Vienna and Zurich (both +23%), Prague (+22%), and Budapest (+21%). Medium-stays (63% of arrivals) are common, but short-stays (1-3 nights) have increased by 23%, making up 16% of total stays. Germany, hosting Euro 2024, saw a 19% increase in arrivals; Paris, with the Olympics, is doing well, especially with visitors from China (+124%), Japan (+57%), Germany (+32%), and the USA (+25%). Concerns remain over mass tourism protests impacting some of Europe's most popular destinations.

💹 OnePoll's report for Accor found 97% of guests check previous customer reviews before booking accommodations. Conducted between December 8-19, 2023, the study surveyed 5,000 European travelers who had stayed in a hotel or resort in the past year. Key findings: 38% always read reviews before booking, another 38% do so frequently; guests read an average of 9 reviews; cleanliness (52%), value (27%), rooms (26%), location (21%), and staff friendliness (19%) impact booking decisions. Moreover, 67% disregard reviews older than six months, and post-stay, 57% write reviews for at least half of their stays, with 71% valuing management responses to reviews.

🏖️ In summer 2024, Italian beach destinations face a 4.4% decrease in domestic tourists, with preferences shifting to Greece, Spain, and Albania. Despite economic uncertainty and a 7.9% price increase across the Italian coastal sector, Italy's overall tourism revenue sees a slight growth to €33.19 billion (+0.4%), supported by foreign visitors. Italian families still plan vacations (76.1% certainty), favoring the sea (two-thirds), but shorter stays are the new trend, with average durations down by 2.1 nights. Peak season shifts as August loses its allure due to high costs, with peak bookings from August 9-18 and a spread to shoulder months, maintaining a 10-day average vacation length.

🏠 Global hotel demand over the past 17 months has surpassed 2019 levels, with a 6% increase in May. The database includes 83,000 hotels, indicating growth in areas like Rome (+6%), Paris (+4%), and stagnation in London. January-May 2024 occupancy in European cities ranged from 60-80%, with Milan at 70% and Rome at 68%. Rate increases for January-May 2024 over 2023 include Rome (+6%), Milan (+7%), Paris (+4%), and Brussels (+2%). Upcoming bookings show a +48% increase in weekday reservations. Luxury market performance in Italy shows Rome at 69% occupancy, Venice at 69%, Florence at 79%, Lake Como at 82%, Amalfi Coast and Capri at 75%. High season rates in 2023 peaked in June and July with Rome at €891, Florence at €960, and the Amalfi Coast and Capri at €1,890. In June 2023, Europe welcomed 2.7 million American visitors, with a year-over-year increase in April 2024 of 40,000 tourists in Italy. The Italian occupancy rate for the first five months of 2024 is 66%, with exceptions like Turin and Genoa exceeding 2019 levels. Lake Como is becoming a year-round destination with 60% occupancy already. Expectations for Milan and Rome suggest higher

📈 Direct bookings increased by 5% in April-June 2024 compared to Q1 2023, revenue from these bookings grew by 6%, and the ADR (Average Daily Rate) also saw a rise. Offline contact (email, forms, phone calls) went up by 20%. The United States remained the top country of origin for bookings, with Americans booking an average of 88 days in advance. Traffic from advertising campaigns grew by 3% from 2023, with direct traffic surging by 45%. Digital Advertising activities accounted for 36% of total revenue among Nozio’s clients in Q2 2024, a 5% increase over the same period in the previous year. Online advertising ROI averaged around 10x, slightly down from 12x in Q2 2023, reaching 15x when including offline contacts generated from campaigns.

📋 Booking.com for Business saw a 65% increase in completed stay nights, reaching 2.5 million in the fiscal year 2024 ending March 31st, according to Serko's annual report. Despite this growth, the platform's completed nights are less than 1% of Booking Holdings' overall nights, which generated over $20 billion in revenue in 2023. Booking.com for Business's active corporate clients grew 10% in fiscal 2024 to 172,000. Serko's revenues, mainly hotel commissions, grew by 4% in fiscal 2024, with an average revenue of €10.09 ($11) per completed stay night in the first half and €9.38 ($10.22) in the second half. A 5-year renewed partnership with Booking.com was announced in April 2024. The future of Booking.com's exclusive partnership with CWT, which is being acquired by American Express Global Business Travel, remains uncertain.

Adopting a perceived value pricing strategy in the hospitality industry involves considering the unique experiences offered to guests, such as special breakfasts or romantic spa evenings, beyond just costs and competitors' prices. Pricing must be dynamic, taking into account factors like demand, availability, and customer-specific services to maximize perceived value and differentiate from the competition.

4L Collection Hotels et HIA Academy ont annoncé leur partenariat à Rome, visant à offrir des stages de formation pour les étudiants de la HIA Academy au sein du groupe hôtelier des frères Lazzarini et à organiser des activités éducatives avec des experts en hospitalité. La collaboration vise à améliorer les compétences et le développement personnel dans le secteur de l'hospitalité haut de gamme, avec des étudiants de l'académie déjà en stage chez 4L Collection Hotels.