Global Hotel Industry Outlook to 2010: Buyer Spend and Procurement Strategies and the Impact of Recession and Recovery

“Global Hotels Industry Outlook to 2010” is a new report published by Global Markets Direct in association with ICD Research that analyzes how hotel companies spend, procurement strategies & practices and business are being affected by the recession. In an uncertain economic climate this report gives you access to the category-level spending outlooks, buyer budgets, supplier selection criteria, business challenges and investment opportunities of leading purchase decision makers. The report also identifies buyers and suppliers future growth, M&A and investment expectations. The research is based on an extensive survey of senior and C-level industry executives from our market leading panels.

Scope

- The opinions and forward looking statements of 125 hotel company respondents have been captured in our in-depth survey, of which 85% represent Directors, C-levels & Departmental Heads
- This report covers data and analysis on buyer spend, procurement and industry developments by hotel owner, operator and management companies and industry suppliers worldwide
- The report examines current practices and provides future expectations over the next 12-24 months
- The research is based on primary survey research conducted by Global Markets Direct in association with ICD Research accessing its B2B panels comprised of senior purchase decision makers and leading supplier organizations
- Key topics covered include buyer spend activity, procurement behaviors & strategies and how these have been affected by the recession, threats & opportunities for the hotels industry, economic outlook and business confidence.
- In the report buyers identify what suppliers need to do to maintain their business and the key actions being taken by industry players to overcome the leading business threats
- The report provides qualitative analysis of the key industry threats and opportunities and contains full survey results
- The geographical scope of the research is global – drawing on the activity and expectations of leading industry players across the Americas, Europe, Asia-Pacific and Africa & Middle East

Highlights

- 67% of hotels expect to reduce their purchasing of products and services over the next 12 months, providing cause for conern for industry suppliers, however with many hotels seeking to re-evaluate their supplier contracts the market open to competition is expected to increase
- 27% of industry buyers are seeking to engage in partnerships to optimize working capital and reduce costs - closer cooperation between suppliers and buyers is being sought during this time of market uncertainty
- Only 18% of industry buyers do not regularly evaluate suppliers to ensure they meet high ethical and environmental standards

Reasons to buy

- Drive revenues by understanding future product investment areas and growth regions by leading industry players
- Formulate effective sales & marketing strategies by identifying how buyer budgets are changing and where spend will be directed to in the future
- Better promote your business by aligning your capabilities and business practices with your customer’s changing needs during these times of market uncertainty
- Secure stronger customer relationships by understanding the leading business concerns and changing strategies of buyers in the hotel industry
- Effectively plan your business strategies
- Predict how the industry will grow, consolidate and where it will stagnate
- Uncover the business outlook, key challenges and opportunities identified by suppliers and buyers in the industry

Report Highlights

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1 Table of Contents 2
1.1 List of Tables 4
1.2 List of Figures 7
2 Introduction 9
2.1 What is This Report About? 9
2.2 Methodology 9
2.3 Profile of Survey Respondents 9
3 Executive Summary 14
3.1 The Hotel Industry Is Generally Optimistic About the Recovery of the Global Economy 14
3.2 Buyers Are More Optimistic About Revenue Growth than Suppliers 14
3.3 Hotel Management Companies Will Be Decreasing Procurement Spend Over the Next 12 Months 14
3.4 Industry Players Face a Number of Key Challenges Due to the Recession 15
3.5 Suppliers Must Update Their Knowledge of Buyer Needs during Periods of Recession and Recovery 16
4 Economic Outlook and Confidence 17
4.1 Global Economy Recovery Expectations 17
4.2 Revenue Growth Expectations 21
5 Hotel Industry Investment Outlook 26
5.1 Fastest and Slowest Growing Markets 26
5.2 M&A Activity Predictions 32
5.3 Suppliers’ Industry Outlook 34
6 Recession: Threats and Opportunities for the Hotel Industry 37
6.1 Leading Business Concerns Due to Recession 37
6.2 Key Actions to Overcome Business Threats 40
6.3 Key Actions to Maintain and Win Buyer Business 44
6.4 Leading Recession-Related Business Opportunities 52
7 Hotel Industry Buyer Spend Activity 57
7.1 Annual Procurement Budgets 57
7.2 Expected Change in Procurement Spend 62
7.3 Expected Change in Spend By Product and Service Category 68
8 Procurement Behaviors and Strategies and the Impact of Recession 75
8.1 Critical Success Factors for Supplier Selection 75
8.2 Current Effects of Recession on Procurement Objectives 79
8.3 Expected Future Effects of Recession on Procurement Objectives 82
8.4 The Effects of Recession on Procurement Strategy 85
9 Appendix 91
9.1 Full Survey Results-Closed Questions 91
9.2 Methodology 96
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1.1 List of Tables
Table 1: Count of Global Hotel Industry Survey Respondents By Company Type (Number of Respondents), 2009 Industry Survey 10
Table 2: Buyer Respondents By Job Role (% Buyer Respondents), Global Hotel Industry, 2009 10
Table 3: Buyer Respondents By Organizations’ Global Turnover (% Buyer Respondents), Global Hotel Industry, 2009 11
Table 4: Buyer Respondents By Organizations’ Total Number of Employees (% Buyer Respondents), Global Hotel Industry, 2009 11
Table 5: Buyer Respondents By Number of Rooms Managed or Franchised Worldwide (% Buyer Respondents), Global Hotel Industry,2009 12
Table 6: Buyer Respondents By Primary Hotel Segment Operating in (% Buyer Respondents),Global Hotel Industry, 2009 12
Table 7: Supplier Respondents By Job Role (% Supplier Respondents), Global Hotel Industry, 2009 13
Table 8: Supplier Respondents By Organizations’ Global Turnover (% Supplier Respondents), Global Hotel Industry, 2009 13
Table 9: Supplier Respondents By Organizations’ Total Number of Employees (% Supplier Respondents), Global Hotel Industry, 2009 13
Table 10: Global Hotel Industry Expectations of Global Economy Recovery Timings By Region: North America, Europe, Asia-Pacific, Rest of the World (% All Respondents), 2009 19
Table 11: Global Hotel Industry Expectations of Global Economy Recovery Timings By Company Type: Hotel Management Companies / Owners / Operators, Hotel Industry Suppliers (% All Respondents), 2009 21
Table 12: Company Revenue Growth Optimism By Global Hotel Industry Company Type: Hotel Management Companies / Owners / Operators, Hotel Industry Suppliers (% All Respondents), 2009 23
Table 13: Company Revenue Growth Optimism in the Global Hotel Industry By Region: North America, Europe, Asia-Pacific, Rest of the World (% All Respondents), 2009 24
Table 14: Hotel Company Revenue Growth Optimism in the Global Hotel Industry By Number of Rooms Managed or Franchised Worldwide (% Buyer Respondents), 2009 25
Table 15: Hotel Company Revenue Growth Optimism in the Global Hotel Industry By Primary Hotel Segment Operating In (% Buyer Respondents), 2009 25
Table 16: Hotel Management Company / Owner / Operator Industry: Market Predictions of the Fastest and Slowest Growing Regions (% Hotel Management Company / Owner / Operator Respondents), 2009 28
Table 17: Hotel Industry Supplier Industry: Market Predictions of the Fastest and Slowest Growing Regions (% Hotel Industry Supplier Respondents), 2009 31
Table 18: Key Growth Areas in the Global Hotel Industry (Analysis of Supplier Respondents), 2009 35
Table 19: Key Declining Areas in the Global Hotel Industry (Analysis of Supplier Respondents), 2009 36
Table 20: Leading Business Concerns for the Period 2009-2010 Among Global Hotel Industry Buyers and Suppliers By Region: North America, Europe, Asia-Pacific, Rest of the World (% All Respondents), 2009 39
Table 21: Most Important Actions Being Implemented to Overcome Leading Business Concerns in 2009-2010 in the Global Hotel Industry (Analysis Of All Respondents), 2009 41
Table 22: Most Important Actions Being Implemented to Overcome Leading Business Concerns in 2009-2010 in the Global Hotel Industry – Senior-Level Responses Only (Analysis Of CEO / MD / Director / Vice President / Board-Level Respondents), 2009 42
Table 23: Most Important Actions Being Implemented By Hotel Industry Suppliers to Overcome Leading Business Concerns in 2009-2010 in the Global Hotel Industry (Analysis of Hotel Industry Supplier Respondents), 2009 43
Table 24: Most Important Actions Being Implemented By Hotel Management Companies / Owners / Operators to Overcome Leading Business Concerns in 2009-2010 in the Global Hotel Industry (Analysis of Hotel Management Companies / Operators / Owners Respondents), 2009 44
Table 25: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession in the Global Hotel Industry: Supplier Responses Versus All Buyer Responses (% All Respondents) 47
Table 26: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession in the Global Hotel Industry: Analysis of Buyer Respondents By Company Turnover (% Buyer Respondents), 2009 48
Table 27: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession in the Global Hotel Industry: Analysis of All Buyer Respondents By Procurement Budget (% Buyer Respondents), 2009 49
Table 28: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession in the Global Hotel Industry: Analysis of All Buyer Respondents By Region (% Buyer Respondents), 2009 51
Table 29: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession in the Global Hotel Industry: Analysis of All Buyer Respondents By Purchasing Decision Seniority (% Buyer Respondents with Purchasing Decision Influence), 2009 52
Table 30: Leading Business Opportunities During the Recession in the Global Hotel Industry (Analysis of All Respondents), 2009 53
Table 29: Leading Business Opportunities During the Recession in the Global Hotel Industry – Senior-Level Responses Only (Analysis of CEO / MD / Director / Vice President / Board-Level Respondents), 2009 54
Table 30: Leading Business Opportunities for Hotel Industry Suppliers During the Recession in the Global Hotel Industry (Analysis of Supplier Respondents), 2009 55
Table 31: Leading Business Opportunities for Hotel Management Companies / Operators / Owners During the Recession in the Hotel Industry (Analysis of Buyer Respondents), 2009 56
Table 32: Annual Procurement Budgets in US$ in the Global Hotel Industry: Hotel Management Company / Owner / Operator (% All Buyer Respondents), 2009 59
Table 33: Annual Procurement Budgets in US$ in the Global Hotel Industry By Primary Hotel Operating Segment (% All Buyer Respondents), 2009 59
Table 34: Annual Procurement Budgets in US$ in the Global Hotel Industry By Company Turnover (% All Buyer Respondents), 2009 60
Table 35: Annual Procurement Budgets in US$ in the Global Hotel Industry By Region (% All Buyer Respondents), 2009 61
Table 36: Expected Change in Spend On Products and Services in the Global Hotel Industry Over the Next 12 Months: Hotel Management Company / Owner / Operator (% All Buyer Respondents), 2009 64
Table 37: Expected Change in Spend On Products and Services in the Global Hotel Industry Over the Next 12 Months By Primary Hotel Segment Operating in (% All Buyer Respondents), 2009 65
Table 38: Expected Change in Spend On Products and Services in the Global Hotel Industry Over the Next 12 Months By Company Turnover (% All Buyer Respondents), 2009 66
Table 39: Expected Change in Spend On Products and Services in the Global Hotel Industry Over the Next 12 Months By Region (% All Buyer Respondents), 2009 68
Table 40: Future Change in Spend in the Global Hotel Industry By Product and Service Category: Hotel Management Company / Owner / Operator - Expected Increase or Decrease Over the Next 12 Months (% Hotel Management Company / Owner / Operator Respondents), 2009 70
Table 41: Critical Success Factors for Selecting a Hotel Industry Supplier: Buyer Vs Supplier Comparison (% All Respondents), Global, 2009 79
Table 42: Current Effects of Recession On Procurement Objectives and Priorities in the Global Hotel Industry By Company Turnover (% All Buyer Respondents), 2009 81
Table 43: Expected Changes in Procurement Strategy in the Global Hotel Industry to Drive Value Across the Business Due to Recession: All Buyers By Company Turnover (% All Buyer Respondents), 2009 87
Table 44: Expected Changes in Procurement Strategy in the Global Hotel Industry to Drive Value Across the Business Due to Recession: All Buyers By Purchasing Decision Seniority (% All Buyer Respondents Purchasing Decision Influence), 2009 88
Table 45: Expected Changes in Procurement Strategy in the Global Hotel Industry to Drive Value Across the Business Due to Recession: All Buyers By Region (% All Buyer Respondents), 2009 89
Table 46: Hotel Management Company / Owner / Operator Attitudes and Approaches to Existing Procurement Practices: Level of Agreement with the Following Five Statements (% Hotel Management Company / Owner / Operator Respondents), 2009 90
Table 47: Full Survey Results-Closed Questions 91
1.2 List of Figures
Figure 1: Leading Business Concerns for the Period 2009-2010 Among Global Hotel Industry Buyers and Suppliers (% All Respondents), 2009 15
Figure 2: Global Hotel Industry Expectations Of Global Economy Recovery Timings (% All Respondents), 2009 18
Figure 3: Global Hotel Industry Expectations of Global Economy Recovery Timings By Region: North America, Europe, Asia-Pacific, Rest of the World (% All Respondents), 2009 19
Figure 4: Global Hotel Industry Expectations of Global Economy Recovery Timings By Company Type: Hotel Management Companies / Owners / Operators, Hotel Industry Suppliers (% All Respondents), 2009 20
Figure 5: Company Revenue Growth Optimism in the Global Hotel Industry (% All Respondents), 2009 22
Figure 6: Company Revenue Growth Optimism By Global Hotel Industry Company Type: Hotel Management Companies / Owners / Operators, Hotel Industry Suppliers (% All Respondents), 2009 23
Figure 7: Company Revenue Growth Optimism in the Global Hotel Industry By Region: North America, Europe, Asia-Pacific, Rest of the World (% All Respondents), 2009 24
Figure 8: Hotel Management Company / Owner / Operator Industry: Market Predictions of the Fastest and Slowest Growing Regions (% Hotel Management Company / Owner / Operator Respondents), 2009 27
Figure 9: Hotel Industry Supplier Industry: Market Predictions of the Fastest and Slowest Growing Regions (% Hotel Industry Supplier Respondents), 2009 30
Figure 10: M&A Activity Expectations Over the Next 12 Months in the Global Hotel Management Company / Owner / Operator Industry (% Hotel Management Company / Owner / Operator Industry Respondents), 2009 33
Figure 11: M&A Activity Expectations Over the Next 12 Months in the Global Hotel Industry Supplier Industry (% Hotel Industry Supplier Industry Respondents), 2009 34
Figure 12: Leading Business Concerns for the Period 2009-2010 Among Global Hotel Industry Buyers and Suppliers (% All Respondents), 2009 38
Figure 13: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession in the Global Hotel Industry: Supplier Responses Versus All Buyer Responses (% All Respondents), 2009 46
Figure 14: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession in the Global Hotel Industry: Analysis of All Buyer Respondents By Region (% Buyer Respondents), 2009 50
Figure 15: Annual Procurement Budgets in US$ in the Global Hotel Industry: Hotel Management Company / Owner / Operator (% All Buyer Respondents), 2009 58
Figure 16: Annual Procurement Budgets in US$ in the Global Hotel Industry By Region (% All Buyer Respondents), 2009 61
Figure 17: Expected Change in Spend On Products and Services in the Global Hotel Industry Over the Next 12 Months: Hotel Management Company / Owner / Operator (% All Buyer Respondents), 2009 63
Figure 18: Expected Change in Spend On Products and Services in the Global Hotel Industry Over the Next 12 Months By Region (% All Buyer Respondents), 2009 67
Figure 19: Future Change in Spend in the Global Hotel Industry By Product and Service Category: Hotel Management Company / Owner / Operator - Expected Increase or Decrease Over the Next 12 Months (% Hotel Management Company / Owner / Operator Respondents), 2009 69
Figure 20: Future Change in Spend in the Global Hotel Industry By Product and Service Category: Expected Increase Over the Next 12 Months Hotel Management Company / Owner / Operator(% All Buyer Respondents), 2009 71
Figure 21: Future Change in Spend in the Global Hotel Industry By Product and Service Category: Expected Increase Over the Next 12 Months Among All Buyers By Company Turnover (% All Buyer Respondents), 2009 72
Figure 22: Future Change in Spend in the Global Hotel Industry By Product and Service Category: Expected Increase Over the Next 12 Months Among All Buyers By Region (% All Buyer Respondents), 2009 74
Figure 23: Critical Success Factors for Selecting a Hotel Industry Supplier: Difference in Views, Buyers Vs Suppliers (Net Difference in Ranking), Global, 2009 77
Figure 24: Critical Success Factors for Selecting a Hotel Industry Supplier: Buyer Vs Supplier Comparison (% All Respondents), Global, 2009 78
Figure 25: Current Effects of Recession On Procurement Objectives and Priorities in the Global Hotel Industry (% All Buyer Respondents), 2009 80
Figure 26: Likelihood of Future Change in Procurement Objectives in the Global Hotel Industry (% All Buyer Respondents), 2009 82
Figure 27: Likelihood of Future Change On Procurement Objectives in the Global Hotel Industry By Company Turnover (% All Buyer Respondents), 2009 83
Figure 28: Expected Future Effects of Recession On Procurement Objectives and Priorities in the Global Hotel Industry (% All Buyer Respondents), 2009 84
Figure 29: Expected Future Effects of Recession On Procurement Objectives and Priorities in the Global Hotel Industry By Company Turnover (% All Buyer Respondents), 2009 85
Figure 30: Expected Changes in Procurement Strategy in the Global Hotel Industry to Drive Value Across the Business Due to Recession (% All Buyer Respondents), 2009 86
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