While the kickoff for the 102nd edition of the Tour de France was given on Saturday, 4th of July in the city of Utrecht in the Netherlands, a steady rise in the region's hotel performance was already evident.
Nearly one million people came to watch the start of the Tour, which took place this year in the city of Utrecht, Netherlands. If the arrival of the caravan of the Tour on Wednesday, July 1st had already stirred up the crowds, it was the time trial stage held on Saturday, July 4th that attracted the biggest crowd in the region, followed by the start of the second stage, also in Utrecht, the next day.
Change in performance of hotels located in the province of Utrecht and in Amsterdam – from July 1st to 5th
Organizers, runners and spectators had settled in the area between July 1st and 5th to not miss the Grand Départ, directly impacting the performance results of hotels located in the province of Utrecht and the city of Amsterdam. Throughout the first five days of the month, their occupancy rate rose to more than 86%, which is 5.4 points more than last year during the same period. A spike in occupancy to more than 90% was even recorded on the night of July 4th. With this exceptional influx, the average price also increased, resulting in growth by 13.5% to exceed 115 €, and even 130 € on Saturday. The evolution of occupancy rates and average prices allowed Revenue per available room (RevPAR) to break records. Rising by 21.2% over the five days to reach almost 100 €, it even rose beyond this figure on the nights of July 3rd and 4th.
Growth in performances is naturally more marked in cities located near the starting line. During the period studied, the RevPAR of hotels located there grew by more than 100% compared to the first days of July 2014.
Change in performance of upscale hotels in Amsterdam - from July 1st to 5th, 2015
In Amsterdam, the benefit of the event for the hotel industry is less obvious, as it was distributed over a wider range of supply. However, the upscale segment benefited from hosted officials present for the Grand Départ. Between July 1st and 5th, the occupancy rate increased by 7.5 points and the average price by 8.7%, resulting in a 19.2% surge in the RevPAR.
In all the cities studied, the increase in performance lost its intensity the night of July 5th, the night when the caravan of the Tour de France had probably already reached its next destination, Antwerp. The same phenomenon should be quickly observed in the Belgian city.
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