Scottish Accommodation Occupancy Survey · Scottish Accommodation Occupancy Survey Annual Report...
Transcript of Scottish Accommodation Occupancy Survey · Scottish Accommodation Occupancy Survey Annual Report...
©TNS 2015
Scottish Accommodation Occupancy SurveyAnnual Report 2014
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Contents
1. What is the Scottish Accommodation Occupancy Survey? 03
2. Hotels 08
3. Guest Houses and B&Bs 14
4. Self-catering 19
5. Caravan & camping parks 25
6. Hostels 30
7. 2014 sporting events and occupancy 34
8. Appendices 00
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1. What is the Scottish Accommodation Occupancy Survey?
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Survey introduction
The most up-to-date and detailed source of information for monitoring the performance of the tourist industry in Scotland.
Information is collected and analysed, with results available within several weeks of the end of each month.
This report presents the key themes coming from the 2014 data for the five main accommodation sectors* (shown below). Detailed data tables are available as an appendix to this report.
* Where available, comparative figures from previous years are also presented throughout the report. Separate sector specific reports are also available. Throughout the reports the following abbreviations have been used: SE = Scottish Enterprise area,
HIE = Highlands and Islands Enterprise area, MBSE = Moray, Badenoch and Strathspey Enterprise area, ALLFV = Argyll, Loch Lomond and Forth Valley area.
Hotels Guest Houses and B&Bs Caravan & camping parks Self-catering Hostels
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Methodology
Self-cateringLets;Number of nights let;Tariff;Party size
Caravan/ Camping ParksNumber of pitches;Pitches let;Tariff per pitch.
HostelsArrivals (UK/ Overseas);Guests (UK/ Overseas);Additional beds used (if any)
At the start of each month in 2014, operators received a form. On the form, the information requested varied by sector, as follows:
Completed forms were returned to TNS Travel and Tourism for analysis at the end of the month. Data for the whole of 2014 was re-run following the end of the year to include any forms returned after the monthly analysis was complete.
The figures reported are based on the annual re-run and therefore may vary from those initially produced in the monthly summaries.
ServicedArrivals;Guests (including business);Rooms occupied;Additional beds and rooms used (if any)
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The benefits of participation
Comprehensive and up-to-date information on the demand for accommodation in Scotland. Accommodation
demand
Key performance indicator
Comprehensive Up-to-date
Information provided is treated in the strictest confidence, with data only publicly available in aggregate form. The identity of participants is strictly confidential.
Participants receive monthly reports with a record of their own occupancy rates, those of similar businesses in their area and in Scotland as a whole.
The monthly reports are an invaluable business tool, for example, in business planning, loan/grant applications etc.Participation comes at no cost – all materials and results are provided free of charge.
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Taking part
Getting started
On joining the survey and annually thereafter, participants supply basic information about their establishment.
Monthly data
Monthly occupancy data can be supplied using a number of methods including online, email, post or fax.
Results sent
All participants receive an individual results sheet, comparing their data with their area and Scotland overall.
Monthly summary sheets are also provided giving details of occupancy rates in Scotland by variables such as size, location, classification etc
Online participants can also undertake their own additional analysis using a dedicated online portal.
To learn more/ take part:
Contact the TNS Occupancy Team: e:[email protected]: 01312433900Or email [email protected]
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2. Hotels
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Building occupancy over time
At the overall level, both bed and room occupancy rates have shown small but steady increases over the last three years.
2012 2013 2014
Bed occupancy (annual averages)
49% 51% 52%
Percentage point change
+2 +1
2012 2013 2014
Room occupancy (annual averages)
65% 68% 70%
Percentage point change
+3 +2
Monthly rates have shown some variation over time, however, over the last ten years, rates for all months have risen, including those outside the main tourist season.
2005-2014 (percentage point change)
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
8
6
8
6
7
5
8
7
6
5
9
6
4
2
8
6
7
5
6
5
7
5
99
Bed occupancy Room occupancy
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Rates remained relatively consistent in 2014 for most tariff bands, with the exception of those in the lowest band where decreases were recorded.
The price of change
Occupancy – other categories
Bed 2013 2014
£40-£49.99 40% 41% +1
£50-£59.99 53% 54% +1
£60+ 54% 55% +1
Room 2013 2014
£40-£49.99 54% 55% +1
£50-£59.99 69% 71% +2
£60+ 72% 73% +1
£30-£39.99*
2013 2014
Bed occupancy (annual averages) 38% 34%
Percentage point change -4
Room occupancy (annual averages) 59% 53%
Percentage point change -6
* Caution, small sample.
Percentage point change
Percentage point change
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Countryside changes
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Hotels have consistently recorded higher occupancy rates over the years However, since 2008, those in country/ village locations have seen significant increases, particularly for bed occupancy.
Bed occupancy2014 43% 49% 53% 56% +11* Room occupancy2014 62% 60% 62% 79% +7*
Small town Seaside Country / village
City / large town
*Percentage point change 2008-2014
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Area profiles
Bed occ % Room occ%
Aberdeen & Grampian 43 72
Angus & City of Dundee
45 66
Perthshire 60 70
Fife 58 69
ALLFV* 52 58
Edinburgh & Lothian 63 81
Glasgow & Clyde Area 51 77
Ayrshire & Arran 47 61
Scottish Borders 46 58
Dumfries & Galloway 37 47
Highlands 51 64
Western Isles 44 57
Largest percentage point (2013-2014)
increases for:
Fife Bed occupancy
Room occupancy
Both of these rates are the highest since
2001 for this area.
Perthshire Bed occupancy
Highest room occupancy rate since 2001
for this area.
+8
+5
+7
*Argyll, Loch Lomond & Forth Valley
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indictates percentage point change from 2012-2014
Continued confidence
The levels of business confidence reported have risen for most months over the last 3 years.
Jan Feb March April May June July August Sept Oct Nov Dec
2014 (very / quite confident for next 12 months %)
84 8395 89 89 92 89
8090 90 89 84
+9 +1
+13+18 +20 +21 +22
+14
+24+17 +11 +12+16
Confidence recorded in April 2014 was significantly higher than in 2013, potentially due to the timing of the Easter holiday period.
The only months where reported business confidence fell between 2013 and 2014 were August (-5) and December (-6).
Please note that not all establishments provide this information.
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3. Guest Houses and B&Bs
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Seasonal variations, overall consistency
The 2014 annual average bed occupancy rate recorded was very similar to that recorded in the previous year.
20132014
39%38%
The effects of seasonality were evident with a sizeable increase and decrease in bed occupancy rates either side of the main summer season.
March % September %
October %April %
20 54
3232
+12
-22
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Looking at size and price
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TariffOver the last couple of years, the biggest and most consistent growth has been recorded for establishments towards the higher end of the tariff bands.
2012-2013 2012-2014 2014
£20-£29.99 +5 -3 27%
£30-£39.99 -1 0 35%
£40-£49.99 -1 +1 44%
£50-£59.99 +6 +5 53%
£60+ +3 -3 46%
SizeFollowing increases in recent years, smaller establishments saw rates decrease in 2014 while larger establishments were more steady compared to the previous year.
Bed occupancy (%)
4-10 rooms
1-3 rooms
Other
2011
2013
2012
2014
42
43 44
40
30
34 32
32
Bed occupancy
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Levelling out locations
Variations from 2013, namely a lower bed occupancy rate for seaside areas, means that rates were more even across locations in 2014 than was the case in the previous year.
Bed occupancy
City / large town Small town Seaside Country / village
39%34%
46%39%39% 36% 40% 38%
2013 2014
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Jan Feb March April May June July August Sept Oct Nov Dec
2014 (very / quite confident %)
Following a generally strong start to the year, levels of confidence decreased in the second half of 2014 compared to the previous year.
Decreasing confidence
+8
-2
+24+19
+5+15 +6
-5 -6 -6
-3-8
7359
75 7366
73 74 72 72 6978 73
indictates percentage point change from 2013
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4. Self-catering
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44% 44%
Stepping towards growth
Following consistency in 2012 and 2013, a slight increase was recorded in the overall annual unit occupancy rate in 2014.
44% 50%
46%
2012 2011
2013 2012
2014
41%2013
47%2014
By month, an increase in the rate for April 2014, where rates can be influenced by the timing of Easter, reverses the decline recorded for this month since 2011.
Unit occupancy rate Unit occupancy rate
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Small town boost
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Increases in unit occupancy were recorded for all locations but particularly for small town properties in 2014.
2013
60%2014
62%2013
43%2014
52%2013
40%2014
42%
City / large town Small town Seaside Country / village
2013
45%2014
46%+2 +9 +2 +1
indictates percentage point change from 2013
Unit occupancy
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Increase for independents
In recent years, agent let properties have recorded higher annual averages. However, largely led by an increase for independently let properties, rates were more equal between the two in 2014.
Unit occupancy (%)
Independently
2011
402012
432013
432014
47
Agent let
2011
462012
502013
472014
46
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Getting to grips with grading
Graded properties continued to record a higher annual average in 2014, while non-graded properties recorded the greatest increase compared to 2013.
Unit occupancy
Graded
2012 46%
2013 47%
2014 48% +1
Not graded
2012 38%
2013 38%
2014 42% +4
Percentage point change from 2013
Percentage point change from 2013
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Starting with confidence
Business confidence was high at the start of 2014 and fell until a recovery in confidence was recorded towards the end of the summer. After this point levels fell again towards the end of 2014.
indictates percentage point change in 2013
Jan Feb March April May June July August Sept Oct Nov Dec
2014 (very / quite confident %)
79 78 72 71 69 6879 84
75 76 74 71
+16 +14+14 +10 +9 +3
+21+16
+6 +3 +2 -4
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5. Caravan & camping parks
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Holding steady overall
By month:Growth in 2014 was mixed when analysed by month, with rates generally higher earlier in the season.
Pitch occupancy
2013 2014
April 26% 29% +3
May 41% 43% +2
June 49% 48% -1
July 60% 57% -3
August 59% 57% -2
September 38% 40% +2
October 26% 29% +3
Seasonal-average 42% 42%
Percentage point change
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The increase recorded for sites with 100-199 pitches meant that the average for these sites was the highest of all the size bands in 2014.
Sizing up growth
1-49 pitches 50-99 pitches 100-199 pitches
Larger sites1-49 pitches
2012
43%2013
45%2014
44%2012
39%2013
42%2014
47%2012
32%2013
33%2014
31%
Pitch occupancy
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Small town stature
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Pitch occupancy 2014
Sites in small towns continued to record the highest annual average pitch occupancy rate in 2014, the highest recorded for this location since 2001.
highest since 2001
59%Small towns Country / village
42% 35%Seaside
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Regional growth
While rates have varied in other regions, those recorded in Tayside and Edinburgh have increased over the last few years.
indictates percentage point change from 2012-2013
indictates percentage point change from 2013-2014
Edinburgh & East Central
38% +4 +1
South of Scotland
45%
Tayside
43% +3 +2
Pitch occupancyHighlands & Islands
37%
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6. Hostels
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Main season boost
Increases recorded over the last few years mean that the 2014 annual average bed occupancy rate is the highest recorded since 2001.
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2011 2012 2013 2014
The annual average for 2014 was boosted by increases recorded for a number of months, with the largest increases during the main holiday season.
Annual average bed occupancy rates (%)
4550
40
*Please note that due to the relatively small sample size, results should be treated with a degree of caution
Bed occupancy
2013 2014
February 30% 38% +8
April 43% 53% +10
July 59% 69% +10
August 67% 77% +10
September 50% 62% +12
+1+5
+5
indictates percentage point change from 2013-2014
Percentage point change from 2013
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Overseas boost
Overseas bed occupancy also increased in 2014, returning to its highest rate since 2006.
April July August September
Annual average bed occupancy rates (%)
2013
2014 increase of 3 percentage points from 2013
17%
20%
As with overall bed occupancy, increases were recorded in late spring, late summer and early autumn months.
35
2130
43+5
+5+9
+6
indictates percentage point change from 2013-20142013 2014
16
3034
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Making the most of the week
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While weekend rates continued to be higher than weekday in 2014, the gap between these rates has decreased over the last couple of years.
54 54 5866 65
2010 2011 2012 2013 2014
+10 +11+13
+10 +8
indictates percentage point change from 2013-2014weekday weekend
44 43 4556 57
2014 sporting events and occupancy
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Commonwealth Games
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‘Results are based on a sample of 160 serviced and self-catering operators who responded to a question asking them to rate the impact of the Commonwealth Games on their business in August 2014.’
West/Centre = Ayrshire/Arran and Glasgow
East = Edinburgh, Fife, Perthshire, Angus & Dundee’
Fully booked start to finish almost as soon as I put the accommodation on line bookable 8 months ahead of the Games. Glasgow & Clyde Valley
Although visitor numbers to the hotel were not necessarily hugely increased, the profile of the Isle of Arran, and the West of Scotland in general, definitely received a boost! Ayrshire & Arran
Business was down over the time the games were on… I think generally less people travel during these events because if they’re not going to be present at them they will want to watch them at home. Highlands & Skye
Very / positive impact
Somewhat positive impact
No impact
Somewhat / very negative impact
56%
34% in East Scotland*19%
11%
61% in West / Central Scotland*
14%
Results for whole of Scotland:
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Ryder Cup
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*Caution, small sample
A very positive impact with a full house during a normally quiet period. It has also resulted in forward bookings for next years Open at St Andrews.
Somewhat negative impact on our hotel which receives a good proportion of golfers in the mix. We did fill eventually with other types of customer but it was a struggle.
Very / positive impact
Somewhat positive impact
No impact
Somewhat / very negative impact
58%
19%
11%
12%
Results for whole of Scotland:
45% Glasgow*44% Edinburgh*