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Luxury hotels seeing rebound, but not in group business

January 26, 2010

SAN DIEGO – Luxury hotels, which were hard hit by the global economic meltdown, are seeing a rebound in demand but group business is still lagging, experts said at the opening session of the Americas Lodging Investment Summit on Monday.

"As the recovery begins to transform, it’s going to be top down," said Mark Lomanno, president of hotel research firm STR.

While Lomanno and others reviewed what was one of the worst years in hotel industry history, the general consensus here is that recovery has begun.

"The bad news has begun to get better," said Mark Woodworth, president of research firm PKF Hospitality.

Still, rates are expected to remain low throughout 2010 and group business – hit with a double whammy from the recession and backlash against extravagant corporate spending – is not yet recovering.

"I think the pain is yet to come," said Mike Shannon, president of private equity firm KSL Capital Partners. "People who canceled have not rebooked yet."

Luxury hotels, however, which were hit harder than any other hotel category, saw demand increases of 5% to 8% in each of the last six months at U.S. properties, Lomanno said.

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#7January 28, 2010
Gentlemen, I am European travel agent and I have no problems at all with booking hotels overseas or in Europe for groups. I believe the reason European hotels are asking huge garantees it's only because the requests are coming from US or elsewhere. Maybe a solution could be working with incoming agencies in Europe. Of course a lot depends on the destinations and the events.
#6January 28, 2010
I believe the fundamental difference between the two markets is that in the US the competition makes it prohibitive to take group travel for granted, whereas in a less competitive market such as Europe they can afford to look down on groups, thus the restrictions. A classic example I used to give my summer, European, work-travel staff was to tell me how many hotels they were likely to find in a European city of say, 5000 inhabitants. The answer was usually 1 or 2. Here we have an average of 10, thus the difference. I honestly envy the Europeans for being able to exist in this less competitive environment and get away with this level of service and attitude.
#5January 28, 2010
I believe the fundamental difference between the two markets is that in the US the competition makes it prohibitive to take group travel for granted, whereas in a less competitive market such as Europe they can afford to look down on groups, thus the restrictions. A classic example I used to give my summer, European, work-travel staff was to tell me how many hotels they were likely to find in a European city of say, 5000 inhabitants. The answer was usually 1 or 2. Here we have an average of 10, thus the difference. I honestly envy the Europeans for being able to exist in this less competitive environment and get away with this level of service and attitude.
#4January 27, 2010
It is difficult, at best, to prognosticate the performance of the luxury segment given the complete paradigm shift in travel planning and the perceived need to be less conspicuous in booking luxury travel. Painting a broad brush as to the luxury segment as a whole without regard to various markets is also dubious. Smart marketing within this segment will produce results well above forecasts, as is the case with our clients. The key fact in this piece, is Lomanno's last statement, "...increases of 5% to 8% in EACH of the last six months." Not bad performance given the overall state of things, I say.
#3January 27, 2010
Sounds like the euro hotels have their stuff together. Here in the states we don't take a full prepayment and get paid nothing when the group cancels and breaches their contract. This leaves a gap in occupancy too close in to rebook and hotel employees and owners yet again feel the pain.
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