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European Hotels: Managing Hospitality Distribution August 2005 European Hotels: Managing Hospitality Distribution August 2005 Published by PhoCusWright Inc. European Hotels: Managing Hospitality Distribution Preview Written by Bill Carroll and Peter O'Connor Edited by Lorraine Sileo European Hotels: Managing Hospitality Distribution is published PhoCusWright Inc. by PhoCusWright Inc. The information contained herein 1 Route 37 East, Suite 200 is derived from a variety of sources. While every effort has Sherman, CT 06784-1430 been made to verify the information, the publisher assumes neither responsibility for inconsistencies or inaccuracies in USA the data nor liability for any damages of any type arising +1 860 350-4084 from errors or omissions. +1 860 354-3112 fax www.phocuswright.com All PhoCusWright Inc. publications are protected by copy- right. It is illegal under U.S. federal law (17USC101 et seq.) to copy, fax or electronically distribute copyrighted mate- rial beyond the parameters of the License or outside of your organization without explicit permission. ©2005 PhoCusWright Inc. All Rights Reserved. Applied Travel Intelligence European Hotels: Managing Hospitality Distribution August 2005 European Hotels: Managing Hospitality Distribution PreviewCorporate Travel Overview Introduction This preview assesses the objectives, strategies and key alliances of the pri- he increasing use of the Internet for mary players in this rapidly changing Tresearching and buying hotel rooms European marketplace. A forthcoming in Europe is revolutionizing the way hote- PhoCusWright report, European Hotels: liers distribute their services. While the Managing Hospitality Distribution, will major European chains are actively help- provide more detailed forecasts, predic- ing their properties manuever and capital- tions and recommendations for hoteliers ize on the Internet, the vast majority of looking to successfully navigate these independent properties and small chains waters. The report’s goal is to explain and are coping with, and trying to understand predict future trends in European hos- the impact of, a bewildering array of dis- pitality distribution and to suggest key tribution options. considerations for independent proper- ties and small chains. This preview sets As a result, the hospitality distribution the groundwork for that comprehensive landscape will change. The larger chains report. will drive more bookings through direct online branded channels. Properties in Methodology locations previously served by tour whole- salers with pre-packaged programs will PhoCusWright interviewed executives generate more bookings through dynamic from major international and European packages assembled by consumers them- hotel chains, online travel agencies, selves. This will require new ways of man- travel technology companies, destina- aging inventory and price. Properties will tion management companies and global also be challenged to decide with whom distribution systems (GDSs). Over 40 to align and at what price, in terms of interviews were conducted in fall 2004 brand and distribution expense. Online and winter 2004/2005. PhoCusWright intermediaries will step up the pressure also studied trends and data from public on small chains to partner with them documents as well as other PhoCusWright to open up non-local markets. These research reports, including From Property intermediaries will become “the brand” to Screen: Managing Online Hotel & Lodging beyond the regional market. Distribution, which focuses on the U.S. market. ©2005 PhoCusWright Inc. All Rights Reserved. Page 1 European Hotels: Managing Hospitality Distribution August 2005 Key Findings independents. Examples include the Amadeus acquisitions of Optims and ■ The Internet is increasingly being used majority stake in Opodo, and Sabre’s for researching and buying travel in purchase of SynXis. Europe. PhoCusWright estimates that currently one in 10 hotel bookings ■ Pan-European chains have taken for larger properties are made online, an aggressive stand against online with these major chains also reporting intermediaries by growing direct, the highest year-over-year growth of brand-based bookings and establish- 60–70%. Some small regional chains ing the conditions under which they and independent properties that have will supply merchant inventory. All successfully embraced the Internet are chains interviewed by PhoCusWright seeing 15% of their bookings com- have developed detailed strategies to ing from online channels. Due to drive more online business to their the high proportion of properties in branded Web sites; for example, Europe that are small, local and inde- InterContinental Hotels Group (IHG) pendent (and not actively online), has pulled inventory from Expedia to PhoCusWright estimates that in 2004, increase direct sales. 6% of European hotel bookings were made online. ■ Dynamic packaging, whereby the consumer combines individual travel ■ U.S.-based intermediaries’ share of components online to create a custom- online travel bookings has eclipsed ized package, is quickly replacing both their European counterparts, with online and offline purchases of tradi- Expedia, Sabre (via Travelocity Europe tional vacation packages. The flexibil- and its recent acquisition lastminute. ity, ease and appeal of creating custom- com); and Cendant (via ebookers) ized, flexible vacations are challenging holding a combined share of nearly major tour operators to change the 60% of the European online travel way they do business or risk becoming agency market. obsolete. ■ Leading online travel agencies view ■ Priceline has increased the availabil- hotels as the prime target for book- ity of opaque inventory options for ings and net revenue (contribution) hotels in the European market through growth, thanks to the successful U.S. its 2004 acquisition of Active Hotels, experience with the merchant model, a hotel reservations provider. Active the relatively high percentage of net Hotels currently serves the distribution income generated from hotel bookings needs of 6,000 mostly independent and the fragmented European hospital- European properties. ity market. ■ Europe’s highly fragmented and pri- ■ GDSs are increasing their share of marily local hotel market has attracted online hotel bookings by acquiring U.S.-based distribution management distribution and channel manage- solution providers such as Pegasus and ment solution providers and targeting TravelCLICK/iHotelier. These compa- their service set to small chains and nies see growth opportunities in sup- planting chains and traditional rep- ©2005 PhoCusWright Inc. All Rights Reserved. Page 2 European Hotels: Managing Hospitality Distribution August 2005 resentation companies’ services with U.K. carriers Ryanair and easyJet claim middleware and distribution products that over 95% of bookings are gener- that meet the needs of independent ated online. These carriers frequently properties and small chains on an á la offer hotel rooms on their Web sites in carte service and fee basis. virtual partnerships with third party companies that have their origins in the Europe Primed for tour operator segment. Online Travel Growth ■ Actions by the national carriers to achieve similar levels of cost savings The European online travel market is still by shifting some of their distribution largely driven by airline sales due to sev- online. eral factors, including: ■ A lack of suitable hotel inventory in ■ The continued growth of low-cost carri- locations outside major cities, which is ers that rely on the Internet as their pri- clearly limiting online hotel sales. mary distribution channel. For example, Table 1 European Online Travel Market (Leisure, Unmanaged Business) 2002-2006 (€M) 2002 7.7 2003 12.7 +65% 2004 19.2 +51% 28.6 2005 +49% 41.6 +46% 2006 0 10 20 30 40 50 Note: 2005-2006 figures are projections Source: PhoCusWright Inc. ©2005 PhoCusWright Inc. All Rights Reserved. Page 3 European Hotels: Managing Hospitality Distribution August 2005 Table 2 European Online Travel Market (Leisure, Unmanaged Business) by Region 2002-2006 (€M) 15,000 2002 2003 12,000 2004 9,000 2005 2006 6.000 3,000 0 UK France Germany Spain Scandinavia Other Note: 2005-2006 figures are projections Source: PhoCusWright Inc. However, online hotel sales are devel- IHG, Hilton International, Sol Meliá and oping rapidly in Europe, especially in Marriott International. Properties located the Western countries and among the in large cities, including London, Paris, larger chains. The U.K., Germany and Rome, Barcelona, Brussels, Amsterdam, France lead in terms of online hotel Venice, Lisbon, Madrid, Berlin and sales, although Scandinavia, Spain, Italy, Dublin, account for the most hotel rooms The Netherlands and the Benelux coun- sold online. But the European hotel mar- tries are not far behind. New European ket is largely represented by small, inde- Union countries such as Estonia, Latvia, pendent properties, which are unlikely to Lithuania and the Czech Republic lag have effective, transactional Web sites of considerably. These trends are illustrated their own. As a result, online hotel sales, in PhoCusWright’s forecast of online trav- representing an estimated 6% of total el distribution among European countries European hotel revenues, significantly through 2006 (see Tables 1 and 2). under-represent market potential. The hotel inventory available online is In the future, the mix of European hotel primarily provided by the major interna- properties available online will change. To tional chains, such as Accor, Best Western, meet consumer
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