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Europe, August 2010, the upturn is confirmed

After the 9.5% increase registered last July, the European hoteliers have all reasons to be satisfied once the summer is over. Despite a limited rise in tariff, the month of August posted a new progression in Revenue per available room of 5.5%, thanks mostly to the Northern countries.

The Leisure clientele was particularly noticeable during the second month of the summer, but it was very careful in not spending to much. It is an obvious fact that has been experienced by hoteliers all along the month of August. The average daily rates in Budget and Midscale categories post limited increases when those of the 2* and 4* categories have even slightly decreased. At the same time, the occupancy rate moved at full speed, reaching almost the 70% level. All segments considered, the Occupancy Rate posted a rise of 3.4 points, more important in the Economy segment (+4.6 pts). The recovery noticeable these last montrs on the Corporate market is now also a reality on the Leisure market. Thanks to this improvement, three countries are back on the positive side when it comes to the performance on twelve rolling months: United Kingdom, Austria and France, since August. Belgium and Germany are just about to reach the same stage.Is Northern Europe in ? Looking at August results, one might only say that it is. The usual marketing operations destined to stimulate the domestic market have allowed always active Sweden (+23.4) to break new records. Benelux countries also show RevPAR 2-digit progressions. The Netherlands have specifically regained an activity level that allows hoteliers to go forward on their tariff policies. Eastern Europe also goes back to health. Prague and Budapest’s images are restored and progressively absorb the supply development that was important in the last few years. With OR rates close to 75%, Czech Republic and Hungary regain an activity that is closed to the one that was seen 5 years ago. On the downside, the average rate remains low. If the United Kingdom (+8.0%) and Germany (+7.5%) can be satisfied, the three summer and world stars (Italy, France and Spain) show more uneven results. The RevPAR progression is almost the same in these 3 countries, around 2 to 3%.Tarification ambitions had to be moderated, especially in Spain where hoteliers had to grant new promotions (-4.2%) for the occupancy rates to rise (+4.8 points)

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