Skift Take

The European Union is the largest tourism destination in the world. Its accommodation sector is critical infrastructure supporting all of those travelers. Understand what shifts are taking place not just at the top level but also across subsectors, countries, and companies.

Our latest research, a market size of the European Union accommodation sector, continues Skift Research’s effort to size the global travel industry. It builds upon our earlier U.S. accommodation sector market estimates by crossing the pond to Europe for the first time in this research series. This report covers all 28 member states of the European Union including, for the time being, the United Kingdom.

Skift Research estimates that the accommodation sector in the European Union generated revenues of €200 billion ($219 billion at the current exchange rate) in sales in 2018. Further, we forecast revenues in the accommodation sector to grow 3.1 percent this year to €206 billion ($226 billion) in 2019 sales and see revenue approaching €213 billion ($234 billion)  by 2020.

The fastest growing segment within that market has been, and will continue to be, alternative accommodations. We estimate that this sub-sector held a 13 percent share of the overall European accommodations market in 2018 and foresee that figure to rise.

This report includes an analysis of, and estimates for, key hospitality performance indicators such as revenue per available room, average daily rate, and occupancy rate for the entire market, sub-sectors, and individual countries.

This sector research also provides hotel market share estimates for individual European Union member states and for 14 large, publicly traded hotel companies (Accor, Best Western International, Hilton Worldwide, Hyatt Hotels Corp, InterContinental Hotels Group, Marriott International, Meliá Hotels International, Millennium & Copthorne Hotels, NH Hotel Group, PPHE Hotel Group, Radisson Hotel Group, Scandic Hotels Group, Whitbread [d/b/a: Premier Inn], Wyndham Hotels & Resorts).

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What you’ll learn from this report:

  • EU accommodation sector market size estimates, 2008–2020E
  • EU traditional accommodation key performance indicators, 2008–2018E
  • EU alternative accommodation key performance indicators, 2008–2018E
  • EU traditional accommodation market shares of 28 member countries, 2008-2020E
  • Top 14 largest public hotel companies market shares, 2018E
  • Breakdown of EU total accommodation by business size, including number of companies, properties, rooms, employees, and revenue

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This is the latest Skift Research report aimed at analyzing the fault lines of disruption in travel. These reports are intended for the busy travel industry decision-maker. Tap into the opinions and insights of our seasoned network of staffers and contributors. More than 200 hours of desk research, data collection, and/or analysis goes into each report.

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Tags: accommodations, alternative accommodations, europe, european union, short-term rentals, skift research, skift research estimates

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