Among these three most dynamic markets in Europe, what are the particularities of each? How have they evolved in terms of hotel occupancy over the past eight years and what are the crucial moments that are not to be missed by tourism professionals?
Germany: successful in September and May
In Germany, each year there is a peak in occupancy in September, with the ORs exceeding 80% in that month only each year since 2014. In September Business events resume after the summer break and Oktoberfest also participates in creating attractiveness for the country. The rest of the year, occupancy rates mostly fluctuated between 75.5% and 69.2%, marking a certain stability in attendance, while January and February were the only two months below these performances. The gap in occupancy rates between January and September 2017 was still 25 points, illustrating the low occupancy rate of the winter months.
Spain: the destination that now attracts travellers in winter
True to its reputation, Spain has seen strong increases in occupancy rates during the summer months. The attractiveness of its summer destinations makes it a destination of choice for holidaymakers, who fill hotels. June, July and September 2017 saw their OR exceed 80% contrary to December and January when it remained below 60%. The difference between the two most contrasting months is more than 27 points, symbolizing the country's seasonality in tourism.
Although the winter months are the poorest performing months in terms of occupancy, they nevertheless improved sharply in previous years: before 2013, they did not exceed the 50% mark in January.
The United Kingdom: high OR all year round
As a business and leisure destination, the United Kingdom has one of the highest occupancy rates throughout the year. In 2017, eight out of twelve months exceed 80% OR (including April 2017 at 79.9%) with two peaks in July and September. The country has worked on its attractiveness for the month of August and remains at a low level in January, when it is below 65% from 2011 to 2016.
Despite these differences in occupancy, the United Kingdom has a smaller occupancy gap than Spain and Germany. Only 19 points separate January from July 2017.
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