Hotels are well booked for Christmas, but ÖHV President Veit is already calling for more advertising for a strong season finale.
„The regions are well booked for the holidays. But full beds don't automatically mean full coffers,“ says Walter Veit, President of the Austrian Hotel Association, summing up the situation. „Food, energy, services: the cost pressure is enormous.“ It is therefore crucial to make the most of the entire season: „Occupancy rates are good, but the results aren't keeping pace due to the cost pressures. That makes it doubly important that we maintain high occupancy rates,“ Veit explains.
International guest card programs as a way to combat the decline in purchasing power in Austria and Germany
Many hotels report declining ancillary expenses for standard room bookings. This trend is less pronounced in higher categories. The important German market is weakening, while the US and Asia are gaining ground. Programs like the Indy Pass and the Epic Pass are helping, generating international attention and attracting guests. Investment backlogs at the destination level are causing concern in some areas. "Those who cut corners in the wrong places lose attractiveness," warns Veit.
Advent and major events as key attractions
Destinations that showcase the Advent season reap the rewards of professional marketing and product development: "This creates atmosphere, reach, attracts guests, and revitalizes entire regions," says Veit. The same applies to concerts: "When people think of big acts, they primarily think of large festivals and concerts at the Happel Stadium. However, ski resorts have also developed a routine for bringing stars and guests to the countryside with their season openings. This generates significant added value," Veit points out, citing gigs across the country from Schladming with the Backstreet Boys to Ischgl with Rita Ora or Obertauern with Seiler und Speer.
Season more compact than before
However, in spring, demand drops significantly more sharply than before. Bookings for March are noticeably below normal levels. Highlights at the season finale, such as Ischgl with Christina Aguilera or Sölden with the Electric Mountain Festival, are helping. Additionally, the industry would like more advertising: "The Alps are a real gem in spring, showing themselves in their best light," Veit emphasizes, highlighting the diverse range of offerings. This diversity needs to be showcased: "Because there's something for everyone, from classic spring skiing to mountain biking, not to mention wellness. All at the same time, offers for the whole family. March has so much potential. With a bit more advertising support, we can fully exploit it."„