Will Germans be World Cup winners?
I've just returned from a holiday at the World Cup in Germany, a great event of global proportions and one which Germany has entirely embraced.
Much has already been said about the event in terms of its impact on hotels and tourism. My own view is that for the period of the competition, at least, German hoteliers will do far better than usual.
Average room rates will be much higher, and occupancy levels will probably follow a similar trend, especially around the 12 host cities. But what then?
Two issues emanate from such events, in my view. One is maximising the opportunity during the event itself, the other is creating a sustainable legacy.
These events create a peak of demand which, with limited supply, causes an economic imbalance in favour of the seller. As has been well documented, German hoteliers ended up having allocations handed back unsold by event organiser Fifa.
One only needed to try to book a room through the Fifa website to discover that it was mismatched to the needs of ticket-holders. It was no surprise to me, as a fan trying to use the system and an industry insider, that rooms were returned unsold, although space here doesn't permit a full discussion as to why. It couldn't meet my requirements and I had to resort to phoning a friend.
Nevertheless, most hoteliers will be in a far better position as a result of the tournament than they would have been without it.
The longer term is more important, and a far bigger gain is to be made if some ongoing benefit can be created. The Germans hope it can, by the fact that millions have come to their country and enjoyed themselves, and the exposure that the country has gained throughout the world.
Will people go back as future tourists? I'm not sure, but I do believe that most people will have left the country having had a very positive experience. In that, the Germans have given themselves every chance of creating a sustainable legacy.
Will the World Cup leave a legacy for Germany?
James Chappell, managing director, the Bench
"It will undoubtedly cause a short-term feel-good factor, stimulating the economy as people spend ridiculous amounts of money over a few weeks. But the hotel industry in Germany is marred by oversupply. Frankfurt revpars have gone up by 98%, but in the long term they will suffer, just like Barcelona and Athens after the Olympics."
Bill Knott, food writer
"I can't see people visiting Germany for the food. It's a shame; more Brits should visit Germany as it's a fine, modern country. The food may be dubious, but the wine is fantastic. We've been banging on about German wines for about 30 years and no one seems to take any notice. The fans should be taking advantage of the great Rieslings, and not necessarily the lagers."
Jeremy Hill, director and head of hotels, Christie & Co
"It may not be long-lasting, but the World Cup will definitely give the country some momentum. I don't think Germany markets itself very well. There are lots of beautiful places, but not enough people know about them. When people are deciding on a holiday destination, they automatically think of France, Italy or Spain."
Nick Pattie, director, travel, leisure & tourism advisory services, KPMG
"It will have a lasting legacy in one form or another, either good or bad. I'm not aware of significant developments from a hotel point of view. It's had an impact on occupancy rates in many of the host cities, but I don't think this short-term fix will improve an extremely difficult situation - the poor market won't change overnight."
