Tapping into an increasingly international attendance, the events tied to the wine and spirits industry are undeniable boost to hotel activity, as shown in Bordeaux's performance over the last Vinexpo. The same trend was observed in Düsseldorf at the annual ProWien event.
While the growth of Bordeaux's indicators is spectacular in comparison to a year without Vinexpo, the improvement is less evident in comparison with the 2011 edition. The organizers speak of a rise in the number of visitors, notably international with the strong presence of Asian and American markets. The 2013 edition welcomed 2 400 exhibitors and 48 800 visitors, 38% from abroad. The upward trend, however, seems not to have benefited hotel attendance, down 4.7 percentage points over the period. The fall was nevertheless made up for by an 11.5% improvement in average daily rates, which allowed the Revenue per available room (an index that combines the occupancy rate and the average daily rate) to grow by 6.1% compared to the previous edition.
The observed trend reflects the results for the Dusseldorf hospitality sector observed in the latest edition of the European competitor of Vinexpo, ProWein, in March 2013. While the number of foreign visitors increased in the event corridors, reaching 40% of the total (44,000), attendance at hotels in the city declined by 6.3 points in occupancy rate compared to the previous year, and nearly 4% compared to the 2011 edition, mainly due to the last day of the show that this year did not retain the visitors to Dusseldorf. However, average daily rates increased by almost 10% compared to last year and 20% over the previous year.
If the internationalization of event visitors has no obvious effects on hotel attendance, the increase in foreign attendance is not less favorable to the organizing destinations' hospitality sector. Georges Panayotis, President of MKG Hospitality, states : "The increase of foreign visitors and notably the presence of strong delegations from China at this type of event, are very favorable elements to promote other destinations in France as well as Germany".
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