Understanding Economic Projections and Potential Challenges

It’s no secret that the hospitality industry is expected to face some challenges in 2024. Economic uncertainty is causing occupancy rates to plateau, which could lead to lower revenue for hotels. Domestic leisure travel is also expected to experience a mild slowdown in 2024, with a normalized growth rate of around 2%. This could further impact the hospitality industry, as leisure travelers make up a significant portion of hotel guests.

Despite these challenges, the overall outlook for the hospitality industry is still positive. Expect ADR to be your primary growth driver, followed by average revenue per available room. STR now projects ADR will rise by 3% and estimates a YoY increase in RevPAR by 4.1%. We consider these metrics a healthy rate of growth. 

Still, it’s important to understand potential setbacks as you begin your budgeting cycle. Here are some specific implications of these projections for the hospitality industry and your annual budget:

• Hotels will need to be more strategic about their pricing in 2024. Consider raising prices in order to offset the decline in occupancy rates. However, be careful not to price yourself out of the market. 
• Hotels will need to focus on attracting higher-spending guests in 2024. This could mean targeting group business travelers or international travelers.
• Hotels will need to focus on providing value to guests in 2024. This could mean offering amenities and services that are not available at other hotels.

Overall, the hospitality industry is facing some obstacles in 2024. But, if you’re prepared to adapt to changing market conditions, your property will be well-positioned for success. Here are some additional tips for hotels that want to succeed in 2024:

• Focus on customer service. In an uncertain economic environment, guests and groups are more likely to choose hotels that provide excellent customer service. 
• Invest in technology. Technology can help hotels to improve efficiency, streamline operations, and provide better service to guests.
• Be flexible. The hospitality industry is constantly changing, so hotels need to be able to adapt to new trends and challenges.
• Stay positive. The hospitality industry is a resilient one. If you stay positive and focused on the future, your hotel will be well-positioned for success.
• Follow our hotel budget season best practices. Keep reading, we’ll show you how to stay on top of the annual budgeting season next.  

Best Practices for a Successful Hotel Budgeting Season

Crafting a robust budget for 2024 requires strategic foresight and an agile approach. The following best practices ensure that your hotel navigates budgeting season with aplomb:

1. Start Early with Accurate Data

Initiate the budgeting process with precision. Gather historical data encompassing occupancy trends, revenue, expenses, and key performance metrics. Identify targets that have recovered or are still in recovery and explore new avenues for growth in 2024.

2. Perform Segment-Based Competitor Analysis

Evaluate your competitors based on market segments rather than relying on national averages. By focusing on similar locations and class categories, you’ll gain a more insightful perspective on performance trends.

3. Forecast ADR and OCC by Business Type

Account for varying demands by forecasting ADR and occupancy rates across different travel types (leisure, business, transient, and group). This balanced approach anticipates potential inflationary effects while optimizing channel performance.

4. Recover Lost Revenue with Group Business

Anticipate the shift in leisure travel dynamics and emphasize group business travel as a means to fortify revenue. Amid economic uncertainty, targeting group business can fill voids and propel your hotel’s performance in 2024.

5. Embrace Metrics-Driven Hotel Budgeting and Forecasting

Leverage historical metrics to establish well-informed goals. Tailor your strategies based on the win rates and lead times of various business sources to ensure precision in your approach.

6. Seize Opportunities in Emerging Markets 

Identify market opportunities primed for a shift in share. Utilize Knowland’s robust market and events data to effectively target and attract group events, allowing you to strategically allocate resources.

7. Adapt to Chain Scale Shifts

As the travel landscape evolves, adapt your approach to meet changing guest preferences and industry trends. Use Knowland’s insights to track new group bookings, identify competitors, and remain agile.

8. Allocate Resources Based on Total Revenue Value

Maximize your hotel’s business potential by leveraging account intelligence to identify promising group and corporate business prospects. Proactively assess the value and performance impact of each opportunity based on past booking history and preferences.

9. Prioritize the Right Tools for the Job

When creating a budget, you should assemble a toolkit to drive efficiency and productivity in 2024. Here’s what you’ll need:

• Data tools for competitive benchmarking, lead sourcing, and data collection
• Instant booking tools to streamline smaller event reservations
• Marketing automation software for personalized communication
• A comprehensive photo library to drive social engagement and attract clients

10. Stay Agile and Informed

Flexibility is paramount in the ever-evolving hospitality sector. Communicate effectively with your team, leverage above-property resources, monitor progress, and consistently review your budget. With these strategies, your hotel can confidently navigate the complex landscape of the 2024 budgeting season.

11. Bonus: Leverage Your Hotel Budget Toolkit

To help you prepare for budgeting season, we’ve put together this toolkit to keep you on track. Click here to download your toolkit.

Have a Successful Hotel Budget Season with Help from Knowland

Crafting and maintaining a dynamic hotel budget necessitates a continuous effort. Beyond the initial budgeting, regular reviews play a vital role in pinpointing areas of growth potential and making informed adjustments. 

With Knowland’s data-driven solutions, hoteliers gain invaluable insights for budget refinement, optimizing performance across the board. By harnessing the power of real-time data, you can maximize every resource in your budget. Elevate your hotel budget season and secure success in the upcoming year with Knowland by your side.

For additional support, please email clientcare@knowland.com.