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Loyalty Program Membership, Contribution, Liability, and Costs Continue to Grow
CBRE Hotels | November 4, 2024
By Rachael Rothman CFA, ISHC, Robert Mandelbaum, and Christine Bang Strong loyalty programs help hotel brands lower customer acquisition costs, increase direct-to-consumer access, and offset occupancy shortfalls during shoulder periods and weaker economic conditions. After analyzing publicly available data from five large hotel companies, we found that while growth in several key metrics slowed in 2023, loyalty members' overall contribution to occupancy increased, though marginal contribution per member contracted. Benefits The average number of loyalty program members at the subject five companies increased 11.3% in 2023, slower tha...
Golf Revenue: Above PAR and POR for Hotels
Robert Mandelbaum | October 7, 2024
Throughout the latter part of the 20th century, golf was growing significantly in the United States. Not only was participation soaring, but new golf courses were being built at a record pace. In some years, development activity exceeded 400 new courses. The popularity of golf began to decline around 2000, as the tech bubble recession that began in 2001 slowed the pace of growth during the first few years of the decade. Annual declines in the number of rounds played started in 2006, and participation in the sport weakened further in 2007 and 2008 as the Great Financial Crisis sapped discretionary expenditure funds from the prototypical golfe...
Soft Brands – A Third Alternative
Robert Mandelbaum and Paul Isaacson | September 4, 2024
By Robert Mandelbaum and Paul Isaacson Historically, hotel owners have had the option to either affiliate with a known brand or operate independently. Affiliating with a brand provided access to a reservation system, loyal customers, communal marketing programs, a known identity among consumers, and a sense of stability within the finance and investment community. Brand affiliation, however, comes with costs. Owners pay a variety of fees for royalty, marketing, reservation, and guest loyalty programs, and need to conform to facility, service, and operating standards. Operating independently relieves owners from the burden of the franchise-r...
CBRE Hotels Adjusts Outlook for 2024 Due to Economic Conditions, Predicts Modest U.S. RevPAR Growth
CBRE Group, Inc. | August 15, 2024
Dallas – August 15, 2024 – CBRE is reducing its forecast for U.S. hotel performance this year, as lodging demand softens due to weaker-than-expected leisure travel and slowing corporate profit growth. CBRE now projects a 1.2% increase in revenue per available room (RevPAR) growth for 2024, down from the 2.0% estimated in May 2024. Nevertheless, CBRE anticipates 2% year-over-year growth in RevPAR in the second half of 2024, up from 0.5% year-over-year growth in the first half, driven by international tourism and election-related events. CBRE forecasts GDP growth of 2.3% and average inflation of 3.2% in 2024. The performance of the lod...
AI’s Impact on Hotels
CBRE | July 18, 2024
By Rachael Rothman, Jack Corgel, and Christine Bang Artificial Intelligence (AI) and technology enhancements for hotels promise enhanced customer service, higher margins and expanded research and booking, with improved experiences for guests. Of equal importance is the likelihood that AI and broader technology improvements will materially shift the relationship between hotel brands, third-party management companies and hotel owners, as well as the relationship between the online travel agents (OTAs), metasearch platforms and the brands, owners and managers. Key Takeaways Potential implications of artificial intelligence and technology en...
Hotel Loyalty Programs: Betting on the Law of Large Numbers
CBRE | July 15, 2024
Executive Summary Despite 5% growth in global room count last year for the five public hotel companies we analyzed for this report, an 11% increase in hotel loyalty program members resulted in a 2.5-percentage-point (pp) increase in total hotel occupancy attributable to loyalty member bookings. Loyalty programs are becoming less dominated by frequent travelers. Heavy users (30+ nights a year) comprise a declining percentage of total membership as the earning of loyalty points has become more tied with credit cards and affiliate programs and less directly with just frequent travelers. Loyalty program redemption revenues increased by...
Assessing the Digital Infrastructure of Your Hotels
CBRE Hotels | July 3, 2024
By Robert Mandelbaum, John Pomposello, and Adam Barry In 2023, U.S. hotels faced rising operating expenses outpacing revenue growth, resulting in declining profit margins. To combat this, hotels are leveraging technology to enhance efficiency and guest satisfaction. Key areas of technological investment include employee productivity tools, automated guest services, and improved cybersecurity. Analyzing IT expenditures from 4,121 properties, CBRE found that IT costs represented a relatively controlled 1.4% of total operating revenue, despite a 7.4% increase in 2023. Higher IT spending was noted in Resort and Convention hotels due to their e...
New Labor Challenges Arise in 2023
Robert Mandelbaum | June 6, 2024
By Robert Mandelbaum, Andrea Grigg The scarcity of employees has long been the primary labor concern for U.S. hoteliers, even before the onset of the COVD-19 pandemic. Historically, jobs in the lodging industry have had a negative perception as being too physically demanding, requiring too long of hours, and requiring work on weekends and holidays. The shortage of personnel was exaggerated during 2021 and 2022 as many of the employees that were laid off during the pandemic in 2020 opted not to return to the industry. The difficulty of attracting workers to fill line-level positions within hotels lessened somewhat in 2023. Reductions in ...
