Coast to coast. STR Coastal Town Review Coastal Towns Market Review Report_JE.indd 3

Transcription

1 Coast to coast. STR Coastal Town Review 16 Coastal Towns Market Review Report_JE.indd 3 4//17 8:31:38 AM

2 Table of Contents Introduction...3 United Kingdom...4 Blackpool...6 Bournemouth...8 Brighton... Eastbourne...12 Plymouth

3 Introduction STR collects data for over 55, hotels worldwide of which more than 3, are in the UK. The UK is one of the world s most mature hotel markets, and this is reflected in STR s strong participation levels. As part of STR s ongoing commitment to expanding our footprint in the UK s coastal markets, we have produced our first ever Coastal Towns Review to showcase the data and insights STR can provide for hoteliers operating in these markets. We hope you find these insights both interesting and useful. For more information, please feel free to reach out to us any time at: sales@str.com. 3

4 United Kingdom In general, 16 was a relatively flat year for UK hotel performance. Occupancy decreased.2%, and average daily rate (ADR) rose 1.6%, resulting in a 1.4% increase in revenue per available room (RevPAR). London s 16 performance showed declines from 15, with a slight drop in RevPAR (-1%) despite an exceptionally strong finish to the year. Regional UK (UK excluding London), however, showed a 3.2% growth in RevPAR. These results came amidst an influx of foreign tourism to London, as well as an increase in domestic tourism, each likely driven by the post-brexit devaluation of the pound. Coastal towns and Regional UK Data analysed for coastal towns reflects very different market dynamics compared with the rest of Regional UK. The summer months showed large premiums in coastal towns when compared with slower winter months, with performance peaks in August. By comparison, Regional UK performance was more consistent throughout the year, with July and September being the busiest months. Regional UK showed more stable performance across the week, while coastal towns generated a substantially higher amount of their revenue on weekend nights (Friday and Saturday) with the exception of Plymouth, indicating that the market is more of a business destination compared with the other coastal towns analysed. Invariably, all of the coastal towns in this report showed their lowest figures on Sundays which was the norm across the rest of the UK. Although Sunday was still the weakest day, Coastal towns experienced less severe performance declines on Sundays compared with the rest of the UK. Regional UK data shows that on Sundays, RevPAR was 38% lower than the average for the other six days of the week. For the coastal towns included in this analysis, Sunday RevPAR was only 31% lower than the other six days of the week and in Blackpool, it was only 26% lower than the rest of the week. Furthermore, in both Bournemouth and Brighton, Sunday ADR was on par with Monday ADR. With STR s latest forecast for Regional UK projecting growth in 17 (RevPAR +4.5%) and 18 (RevPAR +3.8%), the outlook for Coastal Towns is positive. The remaining question is whether Coastal Towns will be able to capitalise on the factors like the pound devaluation, a potential increase in Staycationers, and relatively limited incoming supply growth in 17 to ensure that it is a stellar year. 4

5 Regional UK 16 Performance Summary Occupancy Average Daily Rate Revenue Per Available Room Busiest Day of the Year 16 (RevPAR) Pipeline Projects Opening 17/18 (rooms) STR Participants Participation Level (percent of rooms) 76% Saturday, August 27 1 (~18,) ~2,9 65% +3.2% +3.2% +4.9% +1.7% +1.7%.% Supply Demand Occupancy ADR RevPAR Revenue RevPAR by Month Jan: 36 Feb: 46 Mar: 47 Apr: 52 May: 53 Jun: Jul: 62 Aug: 59 Sep: 62 Oct: 57 Day of Week Analysis Occupancy ADR ADR ( ) Occupancy (%) Monday Tuesday Wednesday Thursday Friday Saturday Sunday Nov: 53 Dec: Outlook weekdays 69% weekends 31% 5

6 Blackpool Blackpool showed the largest spike in RevPAR on weekends. It is undeniably the biggest weekend coastal town, having achieved an average occupancy level of 92% on Saturdays throughout the year. Furthermore, Blackpool achieved 42% of its revenue on weekends (compared to the Regional UK average of 31%) the highest among any coastal town. On the other hand, midweek occupancies were considerably lower (66%). Weekdays also revealed low ADR and RevPAR levels. Unsurprisingly the summer months are the best for Blackpool, with August showing the highest monthly RevPAR of the year at Coastal Towns Market Review Report_JE.indd 8 4//17 8:31: AM

7 Blackpool 16 Performance Summary Occupancy Average Daily Rate Revenue Per Available Room Busiest Day of the Year 16 (RevPAR) Pipeline Projects Opening 17/18 (rooms) STR Participants Participation Level (percent of rooms) 72% Saturday, August 6 1 (131) 19% +3.8% +4.5% +4.6% +.1% +.7% +.7% Supply Demand Occupancy ADR RevPAR Revenue RevPAR by Month Jan: 24 Feb: Mar: 33 Apr: 38 May: Jun: 44 Jul: 57 Aug: 63 Sep: 53 Oct: 61 Nov: 38 Day of Week Analysis Occupancy ADR ADR ( ) Occupancy (%) Monday Tuesday Wednesday Thursday Friday Saturday Sunday Dec: 17 Outlook weekdays 58% weekends 42% 7

8 Bournemouth Bournemouth capitalised the most on its status as a summer seaside destination last year. In Q3 16, the peak summer months, Bournemouth generated 36% of its revenue higher than any other coastal town, with 14% of the annual revenue generated in August alone. RevPAR figures for Bournemouth in July, August and September reached 75, 86 and 63, respectively. January was the weakest month for Bournemouth, with RevPAR at just Coastal Towns Market Review Report_JE.indd 4//17 8:31:43 AM

9 Bournemouth 16 Performance Summary Occupancy Average Daily Rate Revenue Per Available Room Busiest Day of the Year 16 (RevPAR) Pipeline Projects Opening 17/18 (rooms) STR Participants Participation Level (percent of rooms) 74% 7 51 Saturday, August 1 (128) 22 31% +3.1% +.% +9.6% +13.% +2.7% -.4% Supply Demand Occupancy ADR RevPAR Revenue RevPAR by Month Jan: 26 Feb: 35 Mar: Apr: 48 May: 55 Jun: 62 Jul: 75 Aug: 86 Sep: 63 Oct: 48 Nov: 39 Day of Week Analysis Occupancy ADR ADR ( ) Occupancy (%) Monday Tuesday Wednesday Thursday Friday Saturday Sunday Dec: Outlook weekdays 62% weekends 38% 9

10 Brighton Brighton was the strongest performing coastal town in 16 in terms of actuals. March, April and May, when Brighton s events calendar starts picking up, were particularly strong months in comparison with the other coastal markets. Brighton s RevPAR level of was significantly higher than the Regional UK average ( 52.55). Saturday was Brighton s strongest day of the week, with ADR and RevPAR reaching averages of 134 and 119, respectively. Coastal Towns Market Review Report_JE.indd 12 4//17 8:31:46 AM

11 Brighton 16 Performance Summary Occupancy Average Daily Rate Revenue Per Available Room Busiest Day of the Year 16 (RevPAR) Pipeline Projects Opening 17/18 (rooms) STR Participants Participation Level (percent of rooms) 77% Saturday, August 6 3 (149) 19 66% +7.1% +6.7% +5.7% -.9% -1.3% -.3% Supply Demand Occupancy ADR RevPAR Revenue RevPAR by Month Jan: 39 Feb: 54 Day of Week Analysis Occupancy ADR ADR ( ) Occupancy (%) Mar: 62 Apr: 73 May: 83 Jun: Jul: 99 Aug: 92 Sep: 86 Oct: 69 Nov: Monday Tuesday Wednesday Thursday Friday Saturday Sunday Dec: Outlook weekdays % weekends % 11

12 Eastbourne Despite showing the lowest actual figures of all coastal towns, Eastbourne showed the largest year-over-year performance growth in 16. Eastbourne benefitted from increases in both occupancy (+3.6%) and ADR (+8.1%), each of which were above the regional growth average. Despite the low actual numbers, Eastbourne showed relatively stable occupancy figures throughout the week, with Saturday being the standout with an average occupancy level of 87%. 12 Coastal Towns Market Review Report_JE.indd 14 4//17 8:31:48 AM

13 Eastbourne 16 Performance Summary Occupancy Average Daily Rate Revenue Per Available Room Busiest Day of the Year 16 (RevPAR) Pipeline Projects Opening 17/18 (rooms) STR Participants Participation Level (percent of rooms) 72% Saturday, August 13 () 19 28% +12% +11.2% +8.1% +.1% +3.5% +3.6% Supply Demand Occupancy ADR RevPAR Revenue RevPAR by Month Jan: 19 Feb: 29 Day of Week Analysis Occupancy ADR ADR ( ) Occupancy (%) Mar: 29 Apr: 36 May: 45 Jun: 54 Jul: 57 Aug: 62 Sep: Oct: 43 Nov: Monday Tuesday Wednesday Thursday Friday Saturday Sunday Dec: Outlook weekdays 64% weekends 36% 13

14 Plymouth Plymouth is a bit different from other UK coastal towns in that it is more of a corporate-driven market. It was the only town that posted its highest RevPAR level on Tuesdays instead of Saturdays. Plymouth also maintained high occupancy levels on weekdays and, while performance peaked in the summer months, it was more stable across the year compared with the other towns. Plymouth gained 7% of its revenue on weekday nights which was significantly higher than the other towns analysed confirming its position as a more weekday-led, corporate-driven market. 14 Coastal Towns Market Review Report_JE.indd 16 4//17 8:31: AM

15 Plymouth 16 Performance Summary Occupancy Average Daily Rate Revenue Per Available Room Busiest Day of the Year 16 (RevPAR) Pipeline Projects Opening 17/18 (rooms) STR Participants Participation Level (percent of rooms) 8% 63 Tuesday, August 16 () 14 71% +6.5% +6.1% +7.1% +1.% +.6% -.4% Supply Demand Occupancy ADR RevPAR Revenue RevPAR by Month Jan: 31 Feb: Day of Week Analysis Occupancy ADR ADR ( ) Occupancy (%) Mar: Apr: May: 51 Jun: 58 Jul: Aug: 67 7 Sep: 65 Oct: 52 Nov: Monday Tuesday Wednesday Thursday Friday Saturday Sunday Dec: Outlook weekdays 7% revenue made on weekends % 15

16 Benchmarking is the process of comparing and analysing your hotel s performance against your competition. STR s benchmarking data provides insights for hotel operators to make better, datadriven decisions by enabling them to assess and strengthen their strategies based on historical data for their property, their chosen competitors and their full local market s performance. The STAR Report is the ultimate tool for benchmarking your hotel s key performance indicators against a selected competitive set and the local market to identify if your business is gaining or losing market share and take appropriate action. Working with STR means working with the most trusted data provider in the industry. We never share individual client data with anyone under any circumstances. When a hotel submits data to STR, it remains anonymous to any competitors in their set and vice versa. This confidentiality ensures an even playing field that gives every hotel working with STR an advantage. For more information on products available and pricing: us at sales@str.com or call one of our regional offices: STR International Headquarters +44 () STR Asia Pacific Headquarters STR North American Corporate Headquarters +1 (615) Coastal Towns Market Review Report_JE.indd 2 4//17 8:31:37 AM