Berlin, Germany – Nearly a third (30.94%) of bookings in German hotels this month have come from abroad, the highest proportion since the start of the COVID-19 pandemic. This is according to SiteMinder’s World Hotel Index, sourced from the company’s open hotel commerce platform, used by 32,000 hotels and connected to more than 400 hotel booking channels globally.
This tops the figure of 30.71% recorded in February 2020, the last month before the pandemic was declared, and is almost triple the country’s low of 11.82% in May 2020. The positive trend looks set to continue, with international guests currently representing 38.68% of all hotel arrivals due this December.
As a whole, hotel bookings in Germany currently sit at 81.37% of 2019 numbers, higher than the 73.79% year-on-year performance recorded on March 10, 2020, the day before the pandemic was declared. Germany also ranks above the global average by this metric, which is 78.53% of 2019 booking volumes.
These numbers illustrate a broader recovery of the German hotel sector, in line with the Europe-wide recovery of international travel, which has so far seen destinations such as Spain and Portugal surpass 2019 numbers.
“This positive development, which is in line with broader regional trends, underlines Germany’s position as a leading destination for tourism of all kinds, cultural and sporting events, business and more,” says Clemens Fisch, Regional Director for DACH & EMEA at SiteMinder.
Fisch adds: “The recovery of domestic travel has been vital to helping German hotels pull through the worst of the pandemic. In line with the hotel booking reset, our data shows that now the booking momentum is moving steadily towards a higher proportion of international guests, returning to pre-pandemic levels. This means hotels must be ready to reorient their marketing and commercial strategies towards a more diverse clientele than they have grown accustomed to over the past year and half.”
Concludes Fisch: “To achieve this, online commerce technology will be a crucial ally, allowing hoteliers to tap into the opportunity that has been accelerated by the pandemic. It is no longer enough for hotels to be thinking about their bookings in isolation, but how they market, sell, manage and grow their business from here on out, in light of their customers changing.”
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SiteMinder is the world’s leading open hotel commerce platform, ranked among technology pioneers for opening up every hotel’s access to online commerce. It’s this central role that has earned SiteMinder the trust of tens of thousands of hotels, across 150 countries, to sell, market, manage and grow their business. The global company, headquartered in Sydney with offices in Bangkok, Berlin, Dallas, Galway, London and Manila, generated more than 100 million reservations worth over US$35 billion in revenue for hotels in the last year prior to the start of the pandemic.