UK Hotels Do Not Expect To See A Room Rate Rise in 2011

UK Hotels Do Not Expect To See A Room Rate Rise in 2011

According to a survey carried out by TripAdvisor, 54% of 520 respondents expressed their belief thatcurrent room rates would remain stable for the duration of the coming year. The survey, completed in January 2011, was TripAdvisor's first annual Accomodation Owners Survey.

The results of the Accomodation Owners Survey showed that while the majority of hoteliers did not expect prices to rise, opinions are almost equally divided, with 41% expecting an increase in rates. Furthermore, only 5% predicted a fall in room prices, indicating a pretty comprehensive view that prices will at least maintain their current level.

The survey did not only cover room rate expectations for 2011, but also covered ahost of industry trends, and respondents thoughts for the year ahead. Issues such as online presence and promotional offers are hot topics amongst hoteliers, with the majority of respondents expressing their desire to step up their performance in both areas.

The survey revealed that three quarters of the 520 respondents some 130 of them are planning to invest in some interior renovation works in 2011, with 52% hoping to make exterior improvements. That so many plan on carrying out renovation works, yet expect prices to remain stable, indicates that many hoteliers do not plan on covering the cost of refurbishment through hiking up customer rates.

The increasing trends towards online discounts via sites such as Groupon seems to have permeated the thoughts of those in the hospitality industry, with the vast majority of hoteliers looking to embrace promotion this year by offering discounted meals, rooms, transport and other facilities. Such engagement with mobile promotion and discounting opportunities is given further attention through the revelation that just under half of those questioned plan to reach their customers via mobile internet technology.

The general conclusion of the report suggests that a broad spectrum of hotels and accomodation, from luxury hotels to B&B's, hope to develop their online presence and participation with existing and potential customers. Take this statistic for example; while 61% of those surveyed claimed to have uploaded photos to TripAdvisor in 2010, 77% hope to do so this coming year. Such a rise illustrates agrowing acceptance of the need to engage with third party websites such as TripAdvisor.

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