The Federal Statistical Office of German Destatis announces 75.5 million foreign nights in Germany in 2014, for a 4.8% increase compared to the previous year. Figures from MKG Hospitality show that the hotel industry fully benefited from this dynamic, in terms of both occupancy rate and RevPAR. The German National Tourist Board has set a goal for 80 million foreign nights in 2020.
Driven by this growth in foreign arrivals as well as strong domestic demand, the hotel industry followed a good dynamic in 2014, as figures published by MKG Hospitality show. The global occupancy rate in 2014 is 70.4% or 1.7 points more than in 2013. The average daily rate increased by 1.6%, to reach 87.8€ in 2014, while the revenue per available room (RevPAR) progressed by 4.1% on the same period. The three accommodations segments (economy, midscale and upscale) all increased significantly. In terms of levels, the midscale hotel segment achieved slightly inferior results with a global occupancy rate of 67.5% while the economy and upscale segments surpassed 70%.
A RevPAR up in the country's fourteen biggest cities
In 2014, of Germany's fourteen biggest cities*, only Leipzig saw its occupancy rate drop with respect to the previous year (-2.3 pts). However, this drop was compensated for by the increase in average daily rate excluding taxes by 3.6%, allowing the (RevPAR) to increase very slightly (+0.1 %). The best results should not be overshadowed by Berlin and Munich: Hamburg (the highest occupancy rate at 79.4%), Nuremberg, Stuttgart and Düsseldorf where hotel results rose sharply with respect to 2013. These three cities post RevPARs up by 7.9%, 9.6% and 11.8% respectively. Stuttgart accommodated 4 million visitors during the two weeks of the Cannstatter Volksfest, one of Germany's biggest outdoor events after Oktoberfest (6.3 million visitors in 2014). Düsseldorf airport announced it had processed 21.8 million passengers, or 2.9% more than the previous year, breaking a new record nouveau record. Travelers arrive from 180 source markets including 125 in Europe and also Beijing, Abu Dhabi, Tokyo and major cities in the United States.
Germany is already looking towards the future
"In 2015, we want to pursue this remarkable evolution and estimate that a 2 to 4 percent increase is likely. In 2020, we estimate that this figure will reach 80 million foreign nights. The approach to this goal is steady and believe that the figure of 121.5 million is realistic in 2030," declared Petra Hedorfer, CEO of the German National Tourist Board.
In order to reach its goals in 2015, the German National Tourist Board has focused its communications campaign on traditions, gastronomy, art and craftsmanship. It is also focusing on social networks. Using the hashtag #JoinGermanTradition, the country pays hopes to welcome international independent bloggers who may suggest original tourism itineraries. In 2015, aside from the traditional marathons in Munich and Berlin and the welcome of the grand finale of the Champions League at Berlin's Olympic Stadium, the country will not host many high volume punctual athletic events (last year the country organized the European swimming championships). Instead it will be able to focus on cultural events that are increasingly developed, such as the Hurricane Festival in Scheessel and its eclectic musical programming (June 19 to 21), the science festival Effekte in Karlsruhe (June 27 to July 1), the Ruhr Triennial (August 14 to September 30) and the Frankfurt Book Fair October 14 to 18.
*As data for Essen (ninth largest city) was unavailable, data for Mainz was used in our analysis.
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