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Horwath HTL releases latest version of Global Hotel Market Sentiment Survey

Hotel market more positive about 2012, with strong reservations

The latest survey compiled by Horwath Hotel, Tourism and Leisure (HTL) has shown that hotel operators around the globe are more optimistic about the coming few months than they were in 2011. The survey, which summarises responses from over 40 countries, shows that while Asia is still strong and the USA is increasing in confidence, Europe continues to be flat as the endless sovereign debt problem rumbles on.

The survey provides the hotel industry with a quick assessment of the future market outlook. The four-question survey focuses on the outlook for occupancy, average room rates and total revenue. Hoteliers have also been asked to make comments on their expectations for the coming year in comparison to 2011, as well as identify key factors of growth/decline, assessing the outlook for key demand segments.

Sentiment has improved; recovering from a second half slump in 2011, although as the European figures are almost completely flat, it was an increase in positive sentiment in the USA and the Middle East that have contributed the most. The outlook for 2012 is not as positive as the corresponding outlook in February 2011, however, has improved from the July 2011 survey.  Improving sentiment is observed in Asia, North America and the Middle East / Africa, while Europe remains low and Oceania has slightly declined.

Damien Little, a Director of Horwath HTL in Asia and the founder of the survey said, “The fact that sentiment in the US markets is starting to grow is the strongest indication of better things to come, and Europe has a double bonus with the European Soccer championships in Poland and the Ukraine, followed by the Olympic Games to be held in London, both of which should drive a healthy demand for hotel bedrooms. If Europe can finally settle its debt problem once and for all and inflationary pressures not impact too much on the Chinese economy, we should be looking at a much better second half of 2012”.

Tatiana Rokou
News Editor - Travel Media Applications | Website | + Articles

Tatiana is the news co-ordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes to monitor the hundrends of news sources of TravelDailyNews Media Network and skim the most important according to our strategy. She holds a Bachelor degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.

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