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Hotel Research Essential

14 June 2005

Hotel Research Essential

Monthly data provided by large hotels around New Zealand is the most accurate indicator of the sector's performance and must be shared to keep the market informed.

New Zealand Hotel Council (NZHC) Chairman, Steve Kirkpatrick, says that trends from eight years collection of monthly occupancy and room rate statistics provide essential information for people looking to expand or build new hotels.

"Like other sectors, accommodation is prone to a 'boom and bust' mentality and after last year's record occupancy for large hotels, developers around the country are showing keen interest in buying, building and expanding properties."

Kirkpatrick says that while the accommodation mix in some tourism regions would benefit from more quality hotel rooms, the industry should take note of NZHC data that shows today's average 'real' (inflation adjusted) room rate, is little better than it was eight years ago.

"In the past we probably concentrated too much on day-to-day competition within our region, discounting to attract business, rather than look at yield from a longer term perspective. Hoteliers today are very aware of the need to deliver quality product and service which can only happen if a business is profitable. Being able to access meaningful information and analysis not only enables members to plan reinvestment but also ensures that others who are interested in our business are able to make informed decisions. This is why we've decided to make some of NZHC's monthly data available on subscription."

Speaking today at NZHC's third Annual General Meeting, Kirkpatrick said it was important for industry groups to be realistic about the future of tourism in New Zealand.

"We all know that tourism is a highly successful, job-creating, export-generating industry and, at the moment, New Zealand is in favour. The challenge going forward is to make sure that we all deliver what we say we will; that our level of service reflects the quality we purport to offer and both domestic and international visitors are motivated to tell their friends about their great experience. It's only by working together that we can feel confident of sustained success and growth - neither of which we can take for granted."


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