Algarve golf still a strong product but what is the future?

18 02 2011

by Stuart Woodman – ILM Golf Associate & Andrew Coutts – ILM CEO for Portugal Travel News

Leading Sustainable Tourism2

Golf in the Algarve has built a reputation for excellence over a period of 40 years. The factors which have contributed to this status are:

* the weather
* the quality and diversity of the golf courses
* the service and friendliness of the people
* the support offer (accommodation, food & beverage, beaches, etc.)
* access by air and by road
* value for money and investment opportunities in real estate.

As we are all painfully aware, the current financial crisis is having a negative effect on leisure and tourism based activities around the world, and we are all having to adjust our businesses and lives to adapt to this. in addition to exacerbate matters, the Algarve experienced a very cold, wet winter in the 2009/2010 season. This had a much stronger affect on those who do travel to a particular destination (for the core benefits of the Algarve´s weather), in the current economic situation, than it did in the past.

When a tourist spends their available cash on a winter break, they expect a break from the day-to-day problems and enjoy a break from northern European weather! To encounter constant rain in a destination reputed for good weather, creates a very negative reaction. For those in the golf and travel business, it is not unusual to encounter a client on a rainy day, saying ‘What is this weather doing, I came here for sunshine, why is it raining?’ We all explain that we have some 40cms. of rain every year and it must fall sometime, to which the reply is frequently, ‘Yes, but why is it doing it now when I am here?’

The common statistic that people repeat bad news far more often than good news, then takes effect during the next season. Morocco and Turkey likely benefiting. This was the case in 2010, when during the period of January to April, the Algarve experienced unusual rainfall, the numbers of rounds played in the Algarve dropped by 9.46% (33,640 rounds) when compared with 2009.

During the summer period (May to September) the decrease was only 0.79% (3,129 rounds) and in the winter (October to December) the drop was only 0.59% (1,444 rounds).

So the figures support the assumption that the poor weather had a severe knock-on affect. As we are experiencing a far better and more typical winter in the first part of 2011 we must obviously market this fact as widely as we can, to eradicate the negative reaction to the previous winter. However, this is obviously not the only challenge confronting operators. Whilst there is a strong offer of golf courses, it is akin to a hotel, never big enough (in supply of golf courses terms ) when business is good and demand strong, but too big when business is bad.

Similar to the hotel business, the fixed costs of a golf business cannot be reduced beyond the point where the product or base asset and service begins to deteriorate. Almost all of the Algarve golf courses are integrated within or related to a resort, where the sale of real estate is the main income earner, with golf being an anchor and catalyst to facilitate the real estate marketing efforts.

Whilst a stand-alone golf product can generate profits, golf assets are never going to be in the category or level as the income that can be made from the development and selling of property and in a falling financial market, break-even will be acceptable and creating profit is an achievement.

In the ‘good times,’ more money than was sensible or necessary was invested in some Algarve golf courses and their clubhouses. A clubhouse can have two functions: to service the golf trade and to help to demonstrate the quality of building which is available on a resort.

In a project where real estate is the key element, there is an amount which can be spent, in showing the ‘life-style’ that a property buyer can enjoy, if they invest in real estate. However, if the course is not directly selling real estate, such a building is a weight around the neck of the project. It is interesting that Penina, built in 1966, is one of very few golf products in the Algarve where the clubhouse is part of the hotel. Thus the golf and food & beverage personnel of the clubhouse are an integral part of the hotel product, creating operational synergies and labour cost savings.

This is also a similar case in the Sheraton Algarve where the food & beverage outlet required of the golf product was conceived as a general outlet for the resort.

Obviously, in these troubled times for real estate developers, large clubhouses are financially a millstone around the neck of the resort. The fact that they provide a F&B service also makes them an internal competitor for any other resort owned and operated F&B outlets.

The 630 holes of golf available in the Algarve are distributed over 26 resorts; some having only 9 holes and others, such as Vilamoura, having 90 holes. This is a very strong offer in the good times, when all can enjoy a profitable business. However, in many resorts with other products to sell, in rental accommodation from both hotel, villa and apartment beds, and real estate, income from golf has to be diverted to support the parts of the business which are losing money, which then has a knock-on effect on this sector. This results in a lowering of quality, due to lack of funding and problems soon multiply.

Although the Algarve beaches remain superb, the people are as friendly as ever and the weather can be relied upon as much as a feature of nature can be, the Algarve golf product is in danger of losing its reputation for quality on some of the regions courses. Happily, some are in better condition than usual, Quinta do Lago, Vale do Lobo Laranjal and Monte Rei standing out in this respect. These business´s follow a policy of maintaining a pricing policy, based on real operating costs. This does not always mean that they will be profitable, as the price charged must match the market spending power and profile.

The process of managing a golf course successfully is not complex; by accurately forecasting the rounds which will be sold and then making sound assessments of fixed and variable costs, by dividing the former into the latter, we arrive at a ‘Cost per round played.’

Once additional financial costs are added, it is then easy to calculate the correct break-even selling price, being able to decide on what profit percentage is viable, in the current market. Where a resort has accommodation to sell, it is conceivable to combine the golf and accommodation using the same formula but looking for a combined profit or break-even, whilst waiting for the financial situation to turn around. Some courses in the Algarve have ‘panicked’ and are charging prices below the economic break-even and are taking strategic decisions based upon poor understanding or false economic assumptions.

Golf courses that are located in a resort have some ‘members’ as a result of the connection with the real estate offer and others simply through selling memberships to grant access to the golf course. This creates useful income and vital atmosphere in the resort.

65% (17) of the regions resorts have golf and real estate, 15% (4) with golf, real estate and hotel components, 1 with a hotel only and 15% (4) who have golf only. It is interesting to note that the 4 “golf only” products only lost a total of 1,259 rounds over 2009 figures. One of the four resorts with three components lost over 10,000 rounds whereas the other three integrated resorts only lost a total of 3,325 rounds and so will have been able to regard their golf operation as the catalyst to their hotel revenue, although this may have been at a much reduced price level.

As with the weather, the decision in 2010 of local government to excavate various primary roads exacerbated the negative reaction of visitors, with many finding access not easy. This seems to be past its worst, but is still continuing, creating a ‘building site’ impression.

The supporting and vital complementary offer of tourist accommodation and food & beverage outlets is also under severe pressure, with many hotels reducing prices dramatically and with many F&B outlets choosing to close for long periods.

The beaches continue to be an enormous asset, but the sun and sand product is a very seasonal business. The habit of offering different hotels and tour operators, varying prices for golf is beginning to hit home, with some being unable to sell golf packages in a price related market, as their price can only be higher than that of their competitors. Those who work on a ‘rappel’ system, charging the same “market “price but then awarding a credit at year end for the number of rounds sold, are now the chosen courses to play for many tour operator suppliers, as it is with these products that they can compete in the market.

The increase in web site bookings is also having a major impact on the market and a balancing act is required to ensure that both direct and tour operator sales can continue to maintain a balance in the “source of business”.

The overall reduction in rounds played in 2010 over 2009 was 38,213 -4%, (2010- 957,412 against 2009 – 995,625). This was divided between the “Barlavento” with a decrease of 11.64% in the period January to April (period A), 3.29% in the summer period May to September (period B) and 2.06% in the winter period – October to December (period C). The Central “region” showed a decrease of 8.52% in period A, 2.34% in period B and just 1.23% in period C. The “Sotavento” showed a decrease of 5.62% in period A, 5.53% in period B and in fact an increase of 6.36% in period C.

So what should the Algarve do to improve its position and performance? The most important elements of selling golf holidays are:

* Weather – we should promote the fact that the Algarve’s weather is the best in Europe, with illustrations of the weather we experienced this January. People (Brits!) were sunbathing on the beach and golfers wearing shorts and polo shirts;
* Golf course quality – operators should not allow quality to drop, but control costs very carefully. There is less demand now, so perform “agricultural maintenance” more regularly. Inspire staff to ‘go the extra mile’ to satisfy the clients we do have, so that they act as ambassadors for the Algarve golf product;
* Access – bring the roads back into condition, the road to Quinta do Lago (the best resort in Europe) has been closed for nearly 18 months and many others have been badly damaged by excavation;
* Airlines – make use of the low cost airlines, which will gradually be the future and work to make the product suit this mode of transport, such as having the hire of quality golf equipment available at all courses at a reasonable, to save passengers the need to pay to bring their own, at a high cost;
* Management – Use professional management. No one has all of the answers, but use those who know most from experience and training, this is where the major improvements will come from in product, service, operations and marketing;
* Development – “control” the future of golf development so that the style and number of courses suits the market demand;
* Marketing – formulate marketing plans carefully to ensure that the Algarve is in the mind of the travelling public, especially in Central and Northern Europe. Work with the golf courses, accommodation suppliers and airlines to create more familiarisation visits for those who generate the golfing travel business, with all sharing the cost, as it is a benefit for all of the Algarve golf community.


Study shows hoteliers have reasons to feel confident

4 01 2011

Leading Sustainable Tourism2

Occupancy rates at four and five star hotels in the Algarve have increased, according to a study by ILM Advisory, a company specialising in the sustainable development of tourism and hotel sectors in Portugal.

The data, collected from 26 four and five star hotels, showed that hotels increased both their occupancy rates and revenue per available room (RevPar).


_In the period between Jan-Sept of 2010 the surveyed hotels had an occupancy rate slightly higher than in the previous year (58,08% vs 55,93%), although it is important to state that the data from 2010 doesn’t include the performance of the last quarter of the year.
_The Average Room Rate (ARR) registered an increase of 5,14€ in the comparative of Jan-Sept 2010 vs year 2009 (66,97€ vs 61,83€), however, and once again, the 2010 data doesn’t consider the last three months of the year.
_In the accumulated period of Jan-Sept 2010 the respondents registered an average RevPar higher than in 2009, by 6,06€. The significant growth of the RevPar in the Summer of 2010 in comparison to the accumulated Jan-Sept 2010 (32,14€) was mainly justified by a positive increase in the occupancy rate.
_The three main markets of the respondents are: Portuguese (29,9% – 38,5%), English (15,6% – 24,6%) and German (13,4% – 22,2%). While the Portuguese and English markets are more concentrated in the Centre and Eastern Algarve, the German appear more widely spread throughout the Algarve. The traditional outbound markets to the Algarve registered a decrease in demand in the comparison of 2009 vs 2010 – English (-3,3p.p), German and Irish (-1,3p.p. each). On the other hand the demand of tourists from Spain and Benelux increased (by 4 p.p. and 1p.p., respectively) justified, in part, by geographical proximity (Spain) as well as by the promotion efforts of ATA in the diversification of markets (Benelux).
_Tour Operators achieved a significant weighting in the operation of 4 star hotels, being responsible by 37% of demand. This distribution channel, as well as MI/ Corporate Groups, lost representation in the comparison of 2009 vs 2010. In the hotels where Tour Operators are responsible for at least 50% of the reservations, the Online Platforms appear as the second most relevant distribution channel with a weighting varying between 11 – 20%, showing the low performance of the direct sales of these units, which had repercussions on their sales.
_In terms of Revenue Mix the accommodation department is the main revenue centre, followed by the Food & Beverage department, representing, respectively, 58% to 68% and 25% to 34% of hotels’ revenues. The accommodation department assumes a higher representation in the hotels belonging to chains when compared with independent units.
_With regard to the operational costs it was possible to observe that the human resource costs suffered a sharp drop in the comparison of 2009 vs Jan-Sep 2010, falling from 31,6% to 26,9% of the total revenues generated. On average, per year, the human resourcing costs are equal to 5.200€ per room.
_The marketing costs vary between 50.000€ and 280.000€ per room. This big gap is justified by the existence of independent hotels and others belonging to chains.
_The energy costs registered a decrease of 0,6p.p. in Jan-Sept 2010 vs 2009. The daily cost, by occupied room, was of 6,6€.
_With regard to the Gross Operating Profit (GOP) in 2009, 40% of the respondents assumed a weighting between 31% and 40% of the total revenue. In the period of Jan-Sept 2010 the GOP was on average 10p.p. higher than in 2009, although it is important to mention that the 2010 data does not include the results of the 4º Quarter which normally registers operational losses.
_According to the forecasts of the hoteliers, the 4 star hotels in the Algarve will end 2010 with an occupancy rate of 55% and an ARR of 64€.
_For 2011, the hoteliers predict stabilization for both of these areas.
_Finally, with regard to the threats for their business, the hoteliers consider that the decrease in prices due to the increase of competition, as well as the accessibilities and the fragile economic context (European and National) will be the main constraints.


_In the period of Jan-Sept 2010 the occupancy rate was 2,39p.p higher than in the year of 2009 (44,99% vs 42,59%), however, it is important to state that the values of 2010 don’t include the 4th quarter.
_For the same period a decrease in the ARR of 6,31€ was felt (157,28€ vs 150,98€) due to the opening of new hotels as well as by the decrease in prices registered in five of the eleven operations surveyed.
_The RevPar registered an increase of 3,22€ when comparing the accumulated of 2009 vs 2010, however the last quarter of 2010 was not considered.
_The three main markets are: Portuguese (22,9% – 31,9%), English (28,5% – 37,2%) and German (9,2% – 17,1%). The German market is habitually associated with the hotels having the higher ARR, with prices starting at 200€/night.
The national market was responsible by cushioning the reduction in demand felt in 5-star hotels. Portuguese tourists represented one third of the total demand, showing its’ supremacy in this destination.
_Regarding the distribution channels, in the comparison of 2009 vs Jan-Sept 2010, the dependence on Tour Operators was lower. The growing tendency of Last Minute reservations explains the increase in direct demand (FIT/Walk-In) by 5p.p.. An increase in demand via Corporate/ MI Groups and Online Platforms was also felt in 2010, compared with 2009.
In terms of Revenue Mix the accommodation department is the main revenue centre of 5 star hotels, followed by the Food & Beverage department. The significant reduction in the representation of golf in the Revenue Mix during the summer of 2010, was justified by the increase in demand of Sun & Beach tourists.
_Concerning the operational costs a decrease of 3p.p. was noted in the human resource cost centre, when comparing 2009 vs Jan-Sept 2010. In 2010 this cost centre assumed a weighting of 41% of the total revenues generated.
_The marketing costs assume, on average, about 6% of the total revenues, representing an investment of 1.280€/month per room occupied.
_The energy costs represented 5% of total revenue, with an average cost of 25€ per room occupied.
_On average, the maintenance costs per occupied room in the 5-star hotels are approximately 28,5€. This high value can be defended due to the measures required to maintain the quality of the product and service.
_For half of those surveyed, the GOP represented in 2009 between 21% and 30% of revenue. Comparing the performance of 2009 with Jan-Sept 2010 it appears that for 40% of the hoteliers their GOP increased, while for other 40% it decreased. It is important to remember that the last quarter of 2010 is not included, which is when losses are normally registered.
_The 5-star hoteliers expect to conclude the 2010 year with an occupancy rate of 53% and an ARR of 170€.
_In 2011 the hoteliers predict maintenance of the ARR and a slight decrease in the occupancy rates.
_Finally, with regard to the threats for their business, the hoteliers consider that accessibilities and the fragile European and National economic context will be their main concerns for 2011.

Hotelaria 4 e 5 estrelas Algarve confiante face a 2011

2 01 2011

Leading Sustainable Tourism2

De acordo com a análise desenvolvida pela ILM Advisory, os hotéis de 4 e 5 estrelas do Algarve verificaram até ao final da época alta um aumento nas Taxas de Ocupação e RevPar.

Os dados recolhidos pela ILM junto de 26 hotéis 4 e 5 Estrelas, localizados na região do Algarve, permitiram não só traçar a sua performance, ao longo de 2010 e com especial incidência nos meses de Verão (Julho a Setembro) como também comparar a performance do ano de 2009 com a de 2010, e compreender quais as expectativas dos directores hoteleiros quanto à sua performance anual para 2010 e 2011.

Incidindo sobre indicadores de performance como o preço médio por quarto vendido, a taxa de ocupação e o revpar (lucro por quarto disponível), apresentam-se de seguida as principais conclusões para a oferta hoteleira nas categorias 4 e 5 estrelas.

_Verifica-se que no período de Jan-Set 2010 a taxa de ocupação foi 2,39p.p. superior à de 2009 (44,99% vs 42,59%), no entanto os valores de 2010 não contemplam todavia o 4º trimestre do ano.
_No comparativo de 2009 vs Jan-Set 2010 assistiu-se a uma quebra no PMQV igual a 6,31€ (157,28€ vs 150,98€), motivada pela entrada de novos estabelecimentos hoteleiros no mercado e a descida de preços registada em cinco das onze unidades inquiridas.
_O Revpar registou um incremento no comparativo de 2009 vs Jan-Set 2010 igual a 3,22€, passando de 55,14€ para 58,36€, devendo-se salientar que no ano de 2010 falta considerar o último trimestre do ano.
_No que concerne às nacionalidades, os mercados mais relevantes são: Português (22,9% – 31,9%), Inglês (28,5% – 37,2%) e Alemão (9,2% e 17,1%). Alemães tendem a hospedar-se em unidades de topo, ou seja, naquelas que apresentam o maior PMQV com valores a partir dos 200€/noite. O mercado Nacional foi o principal responsável por atenuar as quebras na procura dos hotéis 5 estrelas. Este mercado representa aproximadamente um terço da procura dos hotéis inquiridos, evidenciando a sua predominância no destino.
_No que se refere aos canais de distribuição no comparativo 2009 vs Jan-Set 2010, verificou-se uma diminuição da dependência da Tour Operação. A crescente tendência do Last Minute poderá justificar o aumento em 5p.p. da procura directa (FIT/Walk-In), denotando-se ainda um crescimento da procura via Grupos MI/ Corporate. As Plataformas Online observaram igualmente um incremento no comparativo 2009 Vs. Jan-Set 2010.
_Em termos de Mix de Receitas, verifica-se que o alojamento é o maior responsável pela facturação total dos hotéis de 5 estrelas, seguido pelo departamento de Comidas e Bebidas. De referir ainda a quebra significativa do departamento golfe para o mix de receitas no período do verão 2010, facto que se justifica pelo aumento da procura de clientes motivados pelo produto sol & mar.
_No que concerne aos custos operacionais verifica-se que os custos com pessoal registou uma quebra de 3 p.p. no comparativo 2009 Vs Jan-Set 2010 absorvendo esta rubrica 41% das receitas geradas.
_O total de custos de Marketing foi equivalente a 6% das receitas geradas, tendo-se investido 1.280 €/mês por quarto ocupado.
_Tendo os custos de energia registado uma representatividade de 5% das receitas geradas, tendo-se consumido 25 € em energia por quarto ocupado.
_Quanto aos custos com Manutenção, estes apresentaram um custo médio de 28,5€ por quarto ocupado no período de Jan-Set 2010, devido às acções necessárias para manter o nível de produto e serviço 5 estrelas.
_No que concerne aos lucros operacionais (GOP), observou-se que para metade dos inquiridos o lucro operacional gerado em 2009 representou entre 21% e 30% das receitas. Comparando a performance de 2009 com Jan-Set de 2010 verifica-se que para 40% dos inquiridos a representatividade do lucro operacional aumentou e outros 40% diminuiu, devendo-se ressalvar a sensibilidade desta situação, uma vez que os valores de 2010 ainda não contabilizam o 4º trimestre, o qual regista normalmente prejuízos.
_Em termos de previsão de fecho de 2010 em rubricas como ocupação e preço médio, os hoteleiros de produtos 5 estrelas consideram que 2010 observará uma ocupação e preço médio de 53% e 170 € respectivamente.
_Relativamente às previsões para 2011, nas rubricas em questão prevê-se a manutenção dos índices de preço médio, porém com um ligeira quebra nas taxas de ocupação.
_Finalmente e relativamente às ameaças para o negócio, os hoteleiros consideram factores como o posicionamento de preço, as acessibilidades e o frágil contexto económico Europeu e Nacional como principais condicionantes à performance de 2011.

_No acumulado do presente ano (2010) os hotéis inquiridos apresentam uma taxa de ocupação ligeiramente superior à do ano transacto (58,08% vs 55,93%), porém os dados de 2010 não contemplam todavia a performance do último trimestre do ano.
_O PMQV no comparativo Jan-Set de 2010 vs ano 2009, observou um incremento de 5,14€ cifrando-se nos 66,97€, no entanto os valores de 2010 não contemplam todavia o último trimestre do ano.
_No RevPar denota-se que no acumulado de Jan-Set 2010 os hotéis inquiridos obtiveram uma performance média superior à de 2009 (+6,06€), De sublinhar que o crescimento significativo do Revpar no Verão de 2010, face ao acumulado de Jan-Set de 2010 (32,14€), ficou-se principalmente a dever a uma variação mais acentuada da taxa de ocupação.
_Relativamente às nacionalidades verifica-se que os três mercados mais relevantes são: Português (29,9% – 38,5%), Inglês (15,6% – 24,6%) e Alemão (13,4% – 22,2%). Denota-se que Portugueses e Ingleses concentram-se nas regiões do Centro e Sotavento Algarvio, enquanto que os Alemães dispersam-se mais por todo o território Algarvio. Os mercados emissores tradicionais observaram quebras na procura – Ingleses menos 3,3.p.p., Alemães e Irlandeses menos 1,3p.p. cada, no comparativo de 2009 vs 2010 – enquanto que mercados como Espanha e Benelux observaram crescimentos (4 p.p. e 1 p.p., respectivamente), justificado, em parte, pela proximidade geográfica (Espanha) bem como pelo esforço promocional de diversificação de mercados realizado pela ATA (Benelux).
_A Tour Operação assume um peso significativo na operação dos hotéis 4 estrelas, sendo responsável por cerca de 37% da procura, verificando-se no entanto perda de representatividade deste canal, a par dos Grupos MI/ Corporate. Nas unidades em que os Tour Operadores são responsáveis por gerar mais de 50% das reservas, as Plataformas Online constituem o segundo canal de distribuição mais relevante com um peso de 11 a 20%, evidenciando a baixa performance de vendas directas, repercutindo-se nos resultados.
_Em termos de Mix de receitas verifica-se que o alojamento é o principal motor de facturação, seguido pelo departamento de comidas e bebidas, representando um intervalo de contribuição de 58% a 68% e 25% a 34% respectivamente; O departamento de alojamentos apresenta maior representatividade nas unidades pertencentes a cadeias hoteleiras face a hotéis independentes.
_No que concerne aos custos operacionais verifica-se que os custos com pessoal registaram uma quebra acentuada (4,7p.p.) no comparativo 2009 Vs Jan-Set 2010 diminuindo de 31,6% para 26,9%, das receitas geradas. Em média, por ano, os gastos com pessoal correspondem a 5.200€ por quarto.
_Os custos de Marketing registaram em média uma representatividade de 6% das receitas geradas, tendo-se investido 1.280 €/mês por quarto ocupado.
_Os custos de energia observaram uma diminuição de 0.6 p.p. no comparativo 2009, face ao período de Jan-Set 2010 tendo-se consumido diariamente 6.6 € em energia por quarto ocupado;
_No que concerne aos lucros operacionais verifica-se que 2009 assumiu um peso, para 40% dos inquiridos, de 31% a 40% do valor de receitas. No entanto o período Jan-Set 2010 o lucro operacional (GOP) foi em média 10p.p superior ao período de 2009, todavia referidos valores não contabilizam ainda os resultados do 4º Trimestre que observa habitualmente prejuízos operacionais.
_Em termos de previsão de fecho de 2010 em rubricas como ocupação e preço médio, os hoteleiros de produtos 4 estrelas consideram que 2010 observará uma ocupação e preço médio de 55% e 64 € respectivamente.
_Relativamente às previsões para 2011, estima-se uma estabilização em ambas as rubricas mencionadas.
_Finalmente e relativamente às ameaças para o negócio, os hoteleiros consideram factores como a redução de preços face ao aumento da concorrência, as acessibilidades e o frágil contexto económico Europeu e Nacional como principais condicionantes à performance de 2011.

A Research Note Algarve 2010 foi desenvolvida no âmbito das iniciativas de Market Intelligence da ILM Advisory, tendo como objectivo traçar a performance dos hotéis 4 e 5 estrelas, localizados na região do Algarve, ao longo do presente ano e com especial incidência nos meses de Verão (Julho a Setembro). Pretende-se ainda traçar e comparar a performance do ano de 2009 com a de 2010, e compreender quais as expectativas dos directores hoteleiros quanto à sua performance anual para 2010 e 2011.

Para a sua realização, elaborou-se um inquérito online a 26 hóteis da região, solicitando-se posteriormente a participação dos hoteleiros da região. A informação foi recolhida entre o dia 15 de Outubro e 15 de Novembro.

A iniciativa teve o propósito de contribuir para o enriquecimento do conhecimento de mercado, disponibilizando informação actualizada aos hoteleiros da região de modo a auxiliar as estratégias comerciais de abordagem de mercado e processos de tomada de decisão.

A Research Note Algarve 2010 foi dividida em duas grandes categorias, nomeadamente hotéis de 4 e 5 estrelas, elaborando-se uma análise independente para cada uma das tipologias mencionadas.
Relativamente às áreas de análise optou-se por incidir em indicadores exemplificativos dos níveis de performance das operações, estabelecendo deste modo um padrão demonstrativo da performance de mercado para as tipologias referidas. De salientar ainda que balizou-se posteriormente a amostra em dois grupos opostos – hotéis com performance acima e abaixo da média de mercado. Cada grupo é composto por três unidades hoteleiras, sendo os dados apresentados referentes à média observada no respectivo grupo. De sublinhar que a referida divisão foi efectuada com base no Revpar alcançado no ano de 2009.

Download – Algarve Hotel Market Performance – ILM Advisory Research Note 5 estrelas
Download – Algarve Hotel Market Performance – ILM Advisory Research Note 4 estrelas

ILM Season’s Energy Shot

21 12 2010

Muito obrigado!

17 12 2010

de toda a Equipa do Seminário Promover Turismo – Capitalizar Cultura

Seminário ILM - Promover Turismo, Capitalizar Cultura

Caros Amigos,

Muito obrigado a todos os que tiveram oportunidade de aceitar o desafio de participar no seminário Promover Turismo – Capitalizar Cultura na passada sexta-feira, dia 3 de Dezembro, na Torre do Tombo, em Lisboa. Uma iniciativa que esperamos ter correspondido às vossas expectativas, e sobre a qual gostaríamos de pedir, desde já, o envio de uma breve opinião ao cuidado de Rita Neves para o e-mail

E muito obrigado também a todos os que, apesar de não terem tido a oportunidade de o fazer, nos dispensaram a sua atenção.

Tal como prometido, estão já disponíveis as diferentes apresentações realizadas pelos oradores convidados, podendo ser acedidas AQUI

Gostaria de reforçar que foi nossa intenção com a realização deste seminário captar a atenção dos principais responsáveis pela dinamização do Turismo Cultural, o Turismo, a Cultura e o Património, para a oportunidade latente de desenvolvimento económico e social sustentável que este representa. As reacções recebidas foram bastante positivas o que reforça a nossa convicção que este é um assunto que deverá manter-se aberto ao envolvimento de toda a comunidade. Agora é dar mote a um movimento de discussão aberto à participação de todos para o bem da sustentabilidade do património, cultura e turismo nacional. É neste âmbito que partilhamos convosco algumas das afirmações mais marcantes do Seminário e aquela que na nossa opinião é a grande questão com que o turismo e a cultura / património nacional se deparam. Clique para ler e comentar!

1. “O turismo tem tudo a ganhar com a actividade cultural. Nós temos um bom produto, a História, o clima, o património, mas não somos ainda capazes de explorar devidamente estas potencialidades, avaliou Luís Patrão perante uma audiência composta por agentes do sector da cultura e do turismo”.

2. Autenticidade, Património, Heróis, Ícones e Turismo Cultural, o que falta a Portugal?

Na expectativa do seu contributo e envolvimento continuado, subscrevemo-nos com estima e consideração, desejando a todos um feliz natal, um óptimo 2011 e uma economia em torno do turismo cultural cada vez mais eficiente e sustentável,

Simon Punter

p.s – junte-se à nossa rede do LinkedIn e/ou FACEBOOK