Scottish Accommodation Occupancy Survey · Scottish Accommodation Occupancy Survey Annual Report...

©TNS 2015

Scottish Accommodation Occupancy SurveyAnnual Report 2014

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Contents

1. What is the Scottish Accommodation Occupancy Survey? 03

2. Hotels 08

3. Guest Houses and B&Bs 14

4. Self-catering 19

5. Caravan & camping parks 25

6. Hostels 30

7. 2014 sporting events and occupancy 34

8. Appendices 00

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1. What is the Scottish Accommodation Occupancy Survey?

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Survey introduction

The most up-to-date and detailed source of information for monitoring the performance of the tourist industry in Scotland.

Information is collected and analysed, with results available within several weeks of the end of each month.

This report presents the key themes coming from the 2014 data for the five main accommodation sectors* (shown below). Detailed data tables are available as an appendix to this report.

* Where available, comparative figures from previous years are also presented throughout the report. Separate sector specific reports are also available. Throughout the reports the following abbreviations have been used: SE = Scottish Enterprise area,

HIE = Highlands and Islands Enterprise area, MBSE = Moray, Badenoch and Strathspey Enterprise area, ALLFV = Argyll, Loch Lomond and Forth Valley area.

Hotels Guest Houses and B&Bs Caravan & camping parks Self-catering Hostels

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Methodology

Self-cateringLets;Number of nights let;Tariff;Party size

Caravan/ Camping ParksNumber of pitches;Pitches let;Tariff per pitch.

HostelsArrivals (UK/ Overseas);Guests (UK/ Overseas);Additional beds used (if any)

At the start of each month in 2014, operators received a form. On the form, the information requested varied by sector, as follows:

Completed forms were returned to TNS Travel and Tourism for analysis at the end of the month. Data for the whole of 2014 was re-run following the end of the year to include any forms returned after the monthly analysis was complete.

The figures reported are based on the annual re-run and therefore may vary from those initially produced in the monthly summaries.

ServicedArrivals;Guests (including business);Rooms occupied;Additional beds and rooms used (if any)

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The benefits of participation

Comprehensive and up-to-date information on the demand for accommodation in Scotland. Accommodation

demand

Key performance indicator

Comprehensive Up-to-date

Information provided is treated in the strictest confidence, with data only publicly available in aggregate form. The identity of participants is strictly confidential.

Participants receive monthly reports with a record of their own occupancy rates, those of similar businesses in their area and in Scotland as a whole.

The monthly reports are an invaluable business tool, for example, in business planning, loan/grant applications etc.Participation comes at no cost – all materials and results are provided free of charge.

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Taking part

Getting started

On joining the survey and annually thereafter, participants supply basic information about their establishment.

Monthly data

Monthly occupancy data can be supplied using a number of methods including online, email, post or fax.

Results sent

All participants receive an individual results sheet, comparing their data with their area and Scotland overall.

Monthly summary sheets are also provided giving details of occupancy rates in Scotland by variables such as size, location, classification etc

Online participants can also undertake their own additional analysis using a dedicated online portal.

To learn more/ take part:

Contact the TNS Occupancy Team: e:[email protected]: 01312433900Or email [email protected]

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2. Hotels

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Building occupancy over time

At the overall level, both bed and room occupancy rates have shown small but steady increases over the last three years.

2012 2013 2014

Bed occupancy (annual averages)

49% 51% 52%

Percentage point change

+2 +1

2012 2013 2014

Room occupancy (annual averages)

65% 68% 70%


+3 +2

Monthly rates have shown some variation over time, however, over the last ten years, rates for all months have risen, including those outside the main tourist season.

2005-2014 (percentage point change)

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

8

6

8

6

7

5

8

7

6

5

9

6

4

2

8

6

7

5

6

5

7

5

99

Bed occupancy Room occupancy

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Rates remained relatively consistent in 2014 for most tariff bands, with the exception of those in the lowest band where decreases were recorded.

The price of change

Occupancy – other categories

Bed 2013 2014

£40-£49.99 40% 41% +1

£50-£59.99 53% 54% +1

£60+ 54% 55% +1

Room 2013 2014

£40-£49.99 54% 55% +1

£50-£59.99 69% 71% +2

£60+ 72% 73% +1

£30-£39.99*

2013 2014

Bed occupancy (annual averages) 38% 34%

Percentage point change -4

Room occupancy (annual averages) 59% 53%

Percentage point change -6

* Caution, small sample.



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Countryside changes

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Hotels have consistently recorded higher occupancy rates over the years However, since 2008, those in country/ village locations have seen significant increases, particularly for bed occupancy.

Bed occupancy2014 43% 49% 53% 56% +11* Room occupancy2014 62% 60% 62% 79% +7*

Small town Seaside Country / village

City / large town

*Percentage point change 2008-2014

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Area profiles

Bed occ % Room occ%

Aberdeen & Grampian 43 72

Angus & City of Dundee

45 66

Perthshire 60 70

Fife 58 69

ALLFV* 52 58

Edinburgh & Lothian 63 81

Glasgow & Clyde Area 51 77

Ayrshire & Arran 47 61

Scottish Borders 46 58

Dumfries & Galloway 37 47

Highlands 51 64

Western Isles 44 57

Largest percentage point (2013-2014)

increases for:

Fife Bed occupancy

Room occupancy

Both of these rates are the highest since

2001 for this area.

Perthshire Bed occupancy

Highest room occupancy rate since 2001

for this area.

+8

+5

+7

*Argyll, Loch Lomond & Forth Valley

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indictates percentage point change from 2012-2014

Continued confidence

The levels of business confidence reported have risen for most months over the last 3 years.

Jan Feb March April May June July August Sept Oct Nov Dec

2014 (very / quite confident for next 12 months %)

84 8395 89 89 92 89

8090 90 89 84

+9 +1

+13+18 +20 +21 +22

+14

+24+17 +11 +12+16

Confidence recorded in April 2014 was significantly higher than in 2013, potentially due to the timing of the Easter holiday period.

The only months where reported business confidence fell between 2013 and 2014 were August (-5) and December (-6).

Please note that not all establishments provide this information.

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3. Guest Houses and B&Bs

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Seasonal variations, overall consistency

The 2014 annual average bed occupancy rate recorded was very similar to that recorded in the previous year.

20132014

39%38%

The effects of seasonality were evident with a sizeable increase and decrease in bed occupancy rates either side of the main summer season.

March % September %

October %April %

20 54

3232

+12

-22

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Looking at size and price

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TariffOver the last couple of years, the biggest and most consistent growth has been recorded for establishments towards the higher end of the tariff bands.

2012-2013 2012-2014 2014

£20-£29.99 +5 -3 27%

£30-£39.99 -1 0 35%

£40-£49.99 -1 +1 44%

£50-£59.99 +6 +5 53%

£60+ +3 -3 46%

SizeFollowing increases in recent years, smaller establishments saw rates decrease in 2014 while larger establishments were more steady compared to the previous year.

Bed occupancy (%)

4-10 rooms

1-3 rooms

Other

2011

2013

2012

2014

42

43 44

40

30

34 32

32

Bed occupancy

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Levelling out locations

Variations from 2013, namely a lower bed occupancy rate for seaside areas, means that rates were more even across locations in 2014 than was the case in the previous year.

Bed occupancy

City / large town Small town Seaside Country / village

39%34%

46%39%39% 36% 40% 38%

2013 2014

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2014 (very / quite confident %)

Following a generally strong start to the year, levels of confidence decreased in the second half of 2014 compared to the previous year.

Decreasing confidence

+8

-2

+24+19

+5+15 +6

-5 -6 -6

-3-8

7359

75 7366

73 74 72 72 6978 73

indictates percentage point change from 2013

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4. Self-catering

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44% 44%

Stepping towards growth

Following consistency in 2012 and 2013, a slight increase was recorded in the overall annual unit occupancy rate in 2014.

44% 50%

46%

2012 2011

2013 2012

2014

41%2013

47%2014

By month, an increase in the rate for April 2014, where rates can be influenced by the timing of Easter, reverses the decline recorded for this month since 2011.

Unit occupancy rate Unit occupancy rate

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Small town boost

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Increases in unit occupancy were recorded for all locations but particularly for small town properties in 2014.

2013

60%2014

62%2013

43%2014

52%2013

40%2014

42%

City / large town Small town Seaside Country / village

2013

45%2014

46%+2 +9 +2 +1

indictates percentage point change from 2013

Unit occupancy

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Increase for independents

In recent years, agent let properties have recorded higher annual averages. However, largely led by an increase for independently let properties, rates were more equal between the two in 2014.

Unit occupancy (%)

Independently

2011

402012

432013

432014

47

Agent let

2011

462012

502013

472014

46

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Getting to grips with grading

Graded properties continued to record a higher annual average in 2014, while non-graded properties recorded the greatest increase compared to 2013.

Unit occupancy

Graded

2012 46%

2013 47%

2014 48% +1

Not graded

2012 38%

2013 38%

2014 42% +4

Percentage point change from 2013


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Starting with confidence

Business confidence was high at the start of 2014 and fell until a recovery in confidence was recorded towards the end of the summer. After this point levels fell again towards the end of 2014.

indictates percentage point change in 2013


2014 (very / quite confident %)

79 78 72 71 69 6879 84

75 76 74 71

+16 +14+14 +10 +9 +3

+21+16

+6 +3 +2 -4

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Holding steady overall

By month:Growth in 2014 was mixed when analysed by month, with rates generally higher earlier in the season.

Pitch occupancy

2013 2014

April 26% 29% +3

May 41% 43% +2

June 49% 48% -1

July 60% 57% -3

August 59% 57% -2

September 38% 40% +2

October 26% 29% +3

Seasonal-average 42% 42%


–

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The increase recorded for sites with 100-199 pitches meant that the average for these sites was the highest of all the size bands in 2014.

Sizing up growth

1-49 pitches 50-99 pitches 100-199 pitches

Larger sites1-49 pitches

2012

43%2013

45%2014

44%2012

39%2013

42%2014

47%2012

32%2013

33%2014

31%

Pitch occupancy

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Small town stature

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Pitch occupancy 2014

Sites in small towns continued to record the highest annual average pitch occupancy rate in 2014, the highest recorded for this location since 2001.

highest since 2001

59%Small towns Country / village

42% 35%Seaside

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Regional growth

While rates have varied in other regions, those recorded in Tayside and Edinburgh have increased over the last few years.



Edinburgh & East Central

38% +4 +1

South of Scotland

45%

Tayside

43% +3 +2

Pitch occupancyHighlands & Islands

37%

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Main season boost

Increases recorded over the last few years mean that the 2014 annual average bed occupancy rate is the highest recorded since 2001.

39

2011 2012 2013 2014

The annual average for 2014 was boosted by increases recorded for a number of months, with the largest increases during the main holiday season.

Annual average bed occupancy rates (%)

4550

40

*Please note that due to the relatively small sample size, results should be treated with a degree of caution

Bed occupancy

2013 2014

February 30% 38% +8

April 43% 53% +10

July 59% 69% +10

August 67% 77% +10

September 50% 62% +12

+1+5

+5



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Overseas boost

Overseas bed occupancy also increased in 2014, returning to its highest rate since 2006.

April July August September

Annual average bed occupancy rates (%)

2013

2014 increase of 3 percentage points from 2013

17%

20%

As with overall bed occupancy, increases were recorded in late spring, late summer and early autumn months.

35

2130

43+5

+5+9

+6

indictates percentage point change from 2013-20142013 2014

16

3034

24

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Making the most of the week

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While weekend rates continued to be higher than weekday in 2014, the gap between these rates has decreased over the last couple of years.

54 54 5866 65

2010 2011 2012 2013 2014

+10 +11+13

+10 +8

indictates percentage point change from 2013-2014weekday weekend

44 43 4556 57

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Commonwealth Games

35

‘Results are based on a sample of 160 serviced and self-catering operators who responded to a question asking them to rate the impact of the Commonwealth Games on their business in August 2014.’

West/Centre = Ayrshire/Arran and Glasgow

East = Edinburgh, Fife, Perthshire, Angus & Dundee’

Fully booked start to finish almost as soon as I put the accommodation on line bookable 8 months ahead of the Games. Glasgow & Clyde Valley

Although visitor numbers to the hotel were not necessarily hugely increased, the profile of the Isle of Arran, and the West of Scotland in general, definitely received a boost! Ayrshire & Arran

Business was down over the time the games were on… I think generally less people travel during these events because if they’re not going to be present at them they will want to watch them at home. Highlands & Skye

Very / positive impact

Somewhat positive impact

No impact

Somewhat / very negative impact

56%

34% in East Scotland*19%

11%

61% in West / Central Scotland*

14%

Results for whole of Scotland:

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Ryder Cup

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*Caution, small sample

A very positive impact with a full house during a normally quiet period. It has also resulted in forward bookings for next years Open at St Andrews.

Somewhat negative impact on our hotel which receives a good proportion of golfers in the mix. We did fill eventually with other types of customer but it was a struggle.

Very / positive impact

Somewhat positive impact

No impact

Somewhat / very negative impact

58%

19%

11%

12%

Results for whole of Scotland:

45% Glasgow*44% Edinburgh*

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