Choice Hotels Europe, which operates the Ascend, Clarion Collection, Quality and Comfort brands, expects the main industry trend for 2017 will be a rise in direct bookings.
This was the verdict of the company's European Hotelier Pulse-Check, which involved a survey of over 100 hoteliers from across Europe.
When asked to predict the main trend for 2017, 18% of respondents said they believe travellers will begin to book direct rather than using online travel agents and 34% of hoteliers expect to see a rise in digital, as opposed to traditional, advertising.
The survey revealed that 64% of hoteliers felt confident about the upcoming year and that room rates will continue to perform well. The majority of hoteliers were not concerned about Brexit, with 65% claiming that it is unlikely to have any impact on their business.
The quality and features of hotel rooms, staff service and price were highlighted as the three most three important elements in securing repeat business.
Expansion is the main aim of many hoteliers during 2017, with 29% reporting that they had recently secured another property for their portfolio.
Peter Till, UK managing director, 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."
Choice Hotel Europe currently operates 32 hotels in the UK.
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