Only 19% of hoteliers in the Choice Hotels European network believe the UK leaving the European Union might have a negative impact.
The majority (65%) were not “overly concerned” about Brexit.
More than half (62%) of those polled thought travellers would continue to come to Europe regardless of the impact of heightened security following a spate of terrorist attacks.
The survey of 104 Choice hoteliers across Europe reveals that 64% are entering 2017 confident that the hotel sector will likely see a sustained upturn, with the same number also confident that room rates will likely continue to perform well.
When asked to predict the main industry trend for 2017, 34% pointed towards a continued increase in digital as opposed to traditional advertising, while 18% believe more travellers are likely to book direct via hotel websites.
Peter Till, UK managing director of Choice Hotels Europe, said: “Our hoteliers are predicting that more travellers may book directly via hotel websites in 2017.
“We are already helping to drive record traffic to our hotels’ websites by providing the tools our franchisees need to help boost profitability and compete in the new industry landscape, as well as giving guests easy and quick ways to book.
“By booking directly with Choice via one of our own channels, we own the guest experience and can start forming relationships with guests before arrival, ensuring they have everything they need in advance of their stay.”
Looking at ways to attract business travellers, 38% will encourage corporate clients to book through channels with lower distribution costs such as their hotel’s own website. Others plan to sign more members up to the Choice Privileges loyalty scheme and 20% intend to sign more contracts with corporates so they can benefit from preferred rates.
The quality and features of their hotel rooms, staff service and price continue to be the three important elements in securing repeat business.
Refurbishment is the main expansion plan for hoteliers (69%) – the same as the last two years – and an additional 29% report that securing another hotel is once again the second most likely expansion objective.
The hoteliers also reported that stepping up sales and marketing activities to attract new customers remains their number one business priority for the fifth year running, along with enhancing staff training.