More than a third (36%) of hoteliers within Choice Hotels Europe’s UK division expect recovery in the travel sector will be slow and take several years.
A further 31% think the last six months have been the most difficult trading environment they have experienced, according to Choice’s ‘Hotelier Pulse-Check’. Another 31% said they were confident that the hotel and travel sector will recover in 2011.
The findings come from a poll of hoteliers and general managers in the group which includes the Comfort, Quality and Clarion brands including more than 40 properties.
It revealed 68% of hoteliers surveyed are ‘very’ or ‘fairly confident’ about an uplift in the UK economy compared to this time last year.
The top business priorities to improve trading and increase business for 59% of respondents was to step up marketing activities to attract new customers while18% were investing in new facilities.
A further 18% were focused on enhancing staff training to ensure better guest experience as their number one business priority.
But the biggest barrier to losing customer loyalty was the attitude of staff, with half of those polled believing that this potentially had the most negative impact.
This was followed by weak reception or check-in experience (27%). Problems with hotel bedrooms were the biggest turn-off in securing customer loyalty (22%).
The hoteliers and general managers were also asked to rate what skills were essential to be a successful hotelier.
Thirty six per cent rated sales and marketing expertise as the most important while 31% believed it was management experience. More than a quarter (27%) rated financial and accounting acumen as the most essential.
The vast majority (86%) felt the ability to multi-task was the most essential attribute for today’s hotelier rather than the ability to remain calm under pressure and demonstrate precise attention to details.
Choice Hotels Europe UK chief executive Duncan Berr said: “Our Hotelier Pulse-Check reveals that while for many the current economic environment remains tough, there is optimism that the hospitality sector will improve and many hoteliers and general managers are stepping up marketing activities, enhancing staff training and investing in hotel improvements.
“It’s clear that today’s hotelier requires a multitude of skills to succeed ranging from marketing flair through to accountancy. The fact that so many of our respondents rated the ability to multi-task as the most essential attribute shows that the role of hotelier or general managers is challenging, pressurised and varied.”