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World Cup results Sports dope hotel results

Hosting an athletic event offers a formidable boost to hotel results. The German example is no different. German hoteliers may rejoice over results from the World Soccer Cup 2006. A year later, the analysis of results shows clear growth in the RevPAR with respect to June/July 2005. France, which will host the World Rugby Cup Rugby starting this month should experience a similar effect.

All is well for tourism in Germany. The positive influence of the World Soccer Cup continues. “Hosting the World Cup was a major challenge. But it met with impressive success on all levels for the destination Germany,” rejoices Petra Hedorfder, ceo of the German National Tourism Board (GNTB). The number of international visitors grew significantly by 33% in June 2006 over 2005. This was a serious increase in tourism-related revenues that the Bundesbank estimates at 0.8 billion euros. Throughout the year, revenues generated by foreign tourists resulted in a surplus of 2.6 billion euros, or 11.2%. The tourism sector overall experienced this effervescence. For the first time in years restaurants could stem a contraction in sales and closed the year with a 1.4% increase. Hoteliers may also feel satisfied with 52.6 million nights for foreign clientele, or growth close to 10%.The growth in occupancy at the beginning of summer 2007 is heartening for German tourism. So much so that the analysis of June/July 2007 in comparison with 2005 shows significant increases in the RevPAR. Only Hanover, the congress city where business varies significantly from year to year as a result of events, and Frankfurt suffer in this comparison. The German capital sets the example. Berlin, previously known for its overabundant supply, saw its RevPAR leap by 26.4%. And other large cities followed in its wake, reporting increases from 15% to 30%. These excellent results are proof of the increasing room for maneuvering felt by German hoteliers in terms of pricing. Traditionally lower with respect to those of their European counterparts, the average rates of upscale hotels have begun to climb. This bodes well for the future.The affluence beat records throughout the competition. Nights for Belgian and Dutch neighbors, the country’s top clientele, posted increases of 5 to 7% over June 2005. And the same observation could be made to the East of the country with arrivals of Polish (+19.6%) and Czech (+8.0%) fans and to the North with Norwegians (+11.9%) and Swedes (+19.2%). Fans from the British Isles arrived en masse from the United Kingdom (+35.9%) and Ireland (+44.9%) even though the Shamrock-clad team did not qualify. And, very logically, the countries that stayed in the competition the longest – Italy (+15.3%), France (+11.9%) and Portugal (+110.3%) – generated important arrivals. Although they were disappointing on the field and eliminated in the quarter final, Brazilians remained motivated. This is clear from their growth by a record 255.8%, albeit starting from a relatively weaker base. Asian, Japanese and Korean clientele, are passionate about the event. Even Americans (+21.2%) show increasing levels of interest in this sport that is not very widespread on that side of the pond.The whole world discovered the country’s diversity in terms of tourism as well as its sense of welcome that is true to the event’s slogan “An opportunity to make friends”. “The effect that the World Cup had on spectators was incredible. And the media amplified it further,” remarks Petra Hedorfer. The immediate result: Germany gained two positions in the Anholt-GMI ranking that evaluates nations’ images. Another favorable observation: two phases of a survey commissioned by the GNTB and carried out by TNS Infratest before and after the event confirm its favorable impact. The perception of Germany as a “cosmopolitan and welcoming country” increased by ten or so points among Italians, the French and Brazilians. Germany’s biggest cities took advantage of the event to increase international awareness in the same way as mid-size cities such as Dortmund, Kaiserslautern and Gelsenkirchen. This survey highlights hoteliers whose properties were unanimously recognized for their quality.Tourism authorities expected a great deal out of this global rendezvous in terms of placing the country on the world tourism map. And what is happening a year later? No surprise: June and July 2007’s results are down sharply from last year’s on the same period. Revenue per available room in host cities is down by between 7.3% in Hamburg and 42.4% in Hanover. The logical drop in average daily rates explains this phenomenon to some extent, because in terms of occupancy the panorama is more contrasted. Properties in Germany’s primary cities such as Berlin, Cologne, Munich and Hamburg thus reported an increase in their occupancy rates. The high prices during the World Cup – while they were contained thanks to the WCAS reservation center based on the Mondiresa model (see p.63) – chilled the enthusiasm of some German clientele. Many of the meetings and incentives events normally held during this period that is usually strong for business tourism were postponed until more favorable periods.The growth in occupancy at the beginning of summer 2007 is heartening for German tourism. So much so that the analysis of June/July 2007 in comparison with 2005 shows significant increases in the RevPAR. Only Hanover, the congress city where business varies significantly from year to year as a result of events, and Frankfurt suffer in this comparison. The German capital sets the example. Berlin, previously known for its overabundant supply, saw its RevPAR leap by 26.4%. And other large cities followed in its wake, reporting increases from 15% to 30%. These excellent results are proof of the increasing room for maneuvering felt by German hoteliers in terms of pricing. Traditionally lower with respect to those of their European counterparts, the average rates of upscale hotels have begun to climb. This bodes well for the future.

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