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).

MAIN CONCLUSIONS – 4 STARS

_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.

MAIN CONCLUSIONS – 5 STARS

_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.

Anúncios




Turismo Nacional em quebra contínua

17 11 2009


De acordo com a análise desenvolvida mensalmente pela ILM Advisory, especialista em assessoria a entidades públicas e privadas ligadas ao mercado turístico, o turismo nacional atravessa um ciclo de quebra contínua desde o início do ano.

A análise de desempenho turístico elaborada pela ILM no início do mês de Junho para o I-ON-TOURISM, conclui que “em todas as rubricas analisadas no último trimestre, apenas a venda dos Pastéis de Belém regista uma subida significativa na procura. O aumento registado nas vendas deste produto atingiu as 3.255 unidades em Março de 2009, face a igual período do ano anterior”. No seu conjunto foram analisados o tráfego aéreo nos principais aeroportos, movimento de cruzeiros nos portos de Lisboa e da Madeira, índices hoteleiros, número de voltas nos campos de golfe situados na região de Lisboa e número de visitantes em museus e palácios, registando-se na maioria das variáveis um claro decréscimo de actividade.

A análise do tráfego aéreo nos quatro principais aeroportos nacionais (Porto, Lisboa, Faro e Funchal) conclui que no mês de Março de 2009 se registou uma descida de 369.730 passageiros. Neste domínio salienta-se o aumento da dependência dos principais aeroportos nacionais face a turistas oriundos da União Europeia, com percentagens entre 75% e 95%.

Em relação ao movimento dos cruzeiros o estudo citado revela um decréscimo no número de embarcações em Março último, face a período homólogo do ano anterior. Na hotelaria a descida verificada em idêntico período, no número total de dormidas registadas a nível nacional, atinge os 22,3 %. Os hotéis de cinco estrelas registaram a maior quebra (-24,7%) e o pior desempenho (38,8%). Curiosamente o golfe registou em Março de 2009 um aumento de 11,8% nas receitas por volta, apesar da diminuição de voltas em 15.704. A visita de museus e palácios registou também um aumento de 8% no total de visitantes em Março de 2009, face a Março de 2008, sendo o Palácio de Sintra o mais visitado em ambos os meses.

De acordo com Andrew Coutts, CEO da ILM Advisory, “esta situação de quebra contínua no desempenho turístico nacional, espelha a preferência dos turistas por destinos mais perto dos seus locais de origem. Com a recuperação da economia, espera-se que esta dependência venha a alterar-se, assistindo-se a um incremento no número das viagens de longo curso”.

Para realizar o estudo descrito a ILM recorreu a dados fornecidos pela ANA Aeroportos e Aeroportos da Madeira, Associação de Turismo de Lisboa, Instituto dos Museus e da Conservação, Turismo de Portugal, IGESPAR, Administração do Porto de Lisboa, Administração dos Portos da Região Autónoma da Madeira, Fortaleza de Sagres – Ministério da Cultura, Pastéis de Belém, Castelo de São Jorge – EGEAC, Convento de Cristo e Parques de Sintra, entidades a quem agradece a informação disponibilizada.