Introduction

The service industry has continued to spread out over the old ages. Assorted developments in the economic system have highlighted the demand for the employees in the service industry to develop their societal and interpersonal accomplishments extensively. Hotel directions guarantee that client demands are met through the exceeding client service being rendered by its staff. An exceeding client service has proven to derive returning clients, therefore, a competitory advantage in the industry is gained.

As defined by Medlik and Ingram ( 2000, p. 13 ) , a hotel is “ an establishment of commercial cordial reception, which offers its installations and services for sale. ” The services include the suites, the beds, and depending on the hotel industry ‘s service types, a fluctuation of other services such as nutrient and drinks, map suites, conference suites and installations for amusement. These supplies of services in the hotel ‘s environment frequently need a valuable client service through the interaction of employees with the clients or invitees.

This research shall find the hotel tendencies in London specifically the market size, the demands for the specific type of hotel and other relevant demographic informations. The features of the market and the profiles of the possible consumers ‘ profiles will besides be valuated. The information that will be collected should be analyzed based on the appropriate technique necessary.

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Hotel Trends in London

In a survey conducted by Thornton ( 2006 ) sing the hotel demands in London, it was concluded that there will be a demand of 2,000 excess cyberspace suites in London per twelvemonth until the twelvemonth 2026.

The Visit London estimated that there were at least 93, 248 serviced suites in London in the twelvemonth 2002. The hotel suites comprised of around 75 % of entire room stock with constitutions that are bed and breakfast while other types of adjustments comprise the staying 25 % . During the old ages 2003 and 2004, completions of hotels were made with over 3,100 new suites added. Sing informations for doomed suites, it is estimated that there are around 440 hotel room losingss each twelvemonth for the past old ages. One tierces of these losingss are from the borough of Westminster.

Figure 1 below shows the tendencies in the adjustment from the period 1991 to 2002. There are solid rises of the hotels stock from 1998 and 2001. This is a period growing in the stock. As it can be seen, the estimated loss of stock is little compared with the overall stock of serviced adjustment.

Figure 1 – London Accommodation Trends from 1991 to 2002

There is a broad array of adjustment types available in London depending to the visitant ‘s demands. Table 1 below shows the estimations of serviced adjustments that include hotels, bed and breakfast constitutions every bit good as invitee houses.

Table 1 – Adjustment in London by Type for the Year 2002

The tendencies of the hotel stock with respects to the geographical location, it was accounted that 76 % of the hotel sleeping rooms in 1996 were located in the in the sub-region of Central London. However, there was a 65 % diminution of this supply in the twelvemonth 2005. Over the 2000- 2005 period, there have been 5,000 new suites developed in the cardinal sub-region, despite suggested force per unit areas on site and land handiness in the cardinal boroughs. This compares to around 3,600 and 2,700 new suites in the Eastern and Western sub-region severally over the same period. While more suites are being built in the cardinal sub-region, the portion is worsening as the 5,000 new suites built in the cardinal sub-region history for merely 41 % of the entire built over the 2000-2005 period.

This tendency is expected to go on with the portion of entire hotel room stock in cardinal London reduction to around 67 % by 2008. New hotel stock development in the cardinal part over the 2006-2010 periods is expected to be around 5,500 suites, some 51 % of the entire 10,900 new suites predicted by the Visit London Hotel Development Monitor. Given that this cardinal sub-region was responsible for around 77 % of the capital s bed stock in 1996, this alteration is important. With the continued development in Docklands, increasing hotel sleeping rooms in the West and eastern boroughs is a tendency that is likely to go on.

The eastern part comprised 6 % of the hotel stock in 1996 and this portion is expected to turn to 12 % by 2008 with strong recent activity expected to go on. In the West of London, the stock of hotels made up 12 % of the capital ‘s hotels and this portion is anticipated to lift to 15 % by 2008. This is diagrammatically shown in Figure 2 below.

Figure 2 – London Hotel Trends per Geographic Location for 1996-2008

Since the twelvemonth 2000, there has been a growing in the tendencies of hotel suites per borough as seen in Figure 3 below. This development is ongoing until the twelvemonth 2010 as projected in the figure every bit good.

Figure 3 – Hotel Room Stock Trend per Borough from 2000-2010

Features of the Hotel Market

Hotels that are chief branded comprise the 12 % of the entire stock of the service adjustment and 38 % of the figure of sleeping rooms. In footings of the tendencies of the hotel supply, there has been enormous growing in the budget sector that includes the branded budget hotels which has increased consumer pick.

Panic events have had merely ephemeral impacts on hotel tenancy in London with tenancy and outputs in London bouncing strongly following a modest initial downswing in the wake of the 7 July bombardments. Nevertheless, mean room rates have fallen since their extremum in 2000. The tenancy tendencies are shown in Figure 4 below.

Room rate tendencies and mean room outputs have the same form in spite accommodation for seasonal fluctuation and rising prices. However, in the periods before the twelvemonth 2000, it was seen that there has been a widespread absence of price reductions.

The Tourist Market of London

London is the most visited metropolis in the universe in footings of international tourers. 1.75 % of international reachings visit London. Nights stayed in London by international visitants have risen on norm by 3.1 % each twelvemonth since 1993 ( compared to 1.6 % each twelvemonth for the UK as a whole ) . Similarly visitor darks spent by UK occupants in London has increased from 19.1 million in 1990 to 29.7 million in 2004, an mean addition of 3.2 % per annum. Figure 5 below shows the growing of the one-year international visitants to London from 1994-2005.

Domestic visitants besides go to London. Over the longer term, the entire figure of domestic visitant darks spent in London has increased, 19m in 1990 to 31m in 2004. The mean figure of darks per visit has besides increased ; lifting from 0.8 darks in 1990 to 1.24 in 2004 Information on visitant attractive forces visits pigments a loosely positive image for the past few old ages with the overall tendency being positive. Figure 6 shows the tendencies of the domestic visits to London.

Annual trips to London by domestic and international visitants peaked at 31.6 million in 2000 ( as mentioned above, trips were buoyed by the millenary jubilations in that twelvemonth ) . In 2004, trips fell to 26.1 million, stand foring a autumn of around 20 % on the 2000 extremum. Similarly, entire one-year visitant darks have fallen over the period, albeit with a more moderate diminution of 4 % recorded ( due to an addition in the mean length of trip ) . Figure 7 shows the combine visitant darks in London, both international and domestic.

The hotel industry should besides suit their services based on the intent of the visitants in sing London. Longer-term trends for international visitants show a diminution in the leaning to utilize a hotel, which is linked to an addition in international tourers sing London to see household and friends. Between 1995 and 2004 the proportion of international visitants remaining in a hotel declined from 39.8 % in 1995 to 30.6 % in 2004. Figure 8 below shows the trending of the international visitants based on intent of sing London.

Analysis and Decision

Based on the presented information from beginnings, the following are the analysis and decisions made:

The hotel suites comprised of around 75 % of entire room stock with constitutions that are bed and breakfast while other types of adjustments comprise the staying 25 % . During the old ages 2003 and 2004, completions of hotels were made with over 3,100 new suites added. Sing informations for doomed suites, it is estimated that there are around 440 hotel room losingss each twelvemonth for the past old ages. One tierces of these losingss are from the borough of Westminster.

Hotels that are chief branded comprise the 12 % of the entire stock of the service adjustment and 38 % of the figure of sleeping rooms. In footings of the tendencies of the hotel supply, there has been enormous growing in the budget sector that includes the branded budget hotels which has increased consumer pick.

The hotel industry should besides suit their services based on the intent of the visitants in sing London. Longer-term trends for international visitants show a diminution in the leaning to utilize a hotel, which is linked to an addition in international tourers sing London to see household and friends. Between 1995 and 2004 the proportion of international visitants remaining in a hotel declined from 39.8 % in 1995 to 30.6 % in 2004.

Finally, there will be a demand of 2,000 excess cyberspace suites in London per twelvemonth until the twelvemonth 2026.

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