Russian hoteliers are reporting positive outcomes for 2024, buoyed by strong demand and optimistic projections for the coming year. According to results from the online hotel and apartment booking service Ostrovok, a significant majority of industry representatives noted tangible increases in occupancy rates and service pricing.
More than half of the surveyed hoteliers (54%) acknowledged heightened demand for accommodation from travelers, with 45% of apartment owners expressing similar sentiments. Despite roughly 30% of respondents claiming occupancy levels remained unchanged since 2023, only 14% of hoteliers and 26% of apartment owners reported decreases. The general consensus indicates successful adaptation to market demands.
High growth rates of tourist demand allowed businesses to adjust pricing strategies without compromising occupancy levels. Over 80% of hoteliers and about 70% of apartment owners reported raising their service prices. Specifically, half of the respondents increased rates by 5-10%, and one-third raised them by 11-20% compared to the previous year. This surge indicates strong market demand, facilitating healthy business practices.
Interestingly, hotel guests were predominantly couples without children (31%), followed closely by business travelers (29%). Meanwhile, the short-term rental segment saw guests primarily consisting of families with one or more children (43%) and couples without children (42%). Significantly, two-thirds of hotel respondents stated direct sales provided fewer than half of all bookings, illustrating the integral role of online travel agencies (OTAs) as key sales channels. Only 1% of facilities could achieve full occupancy without OTA participation.
62% of apartment owners and 55% of hotel representatives increased their reliance on online sales channels, as direct distribution strategies remain pivotal for hotels. Notably, 52% of hotels invested significantly in their own websites over the past year, contrasting with only 16% of apartment owners investing similarly. Approximately 19% of hotels and apartments focused on growing sales through social media platforms.
Personnel management surfaced as another pressing issue within the hospitality sector. Almost half (48%) of hotel representatives reported marked staff shortages, with one-third citing difficulties, though these were not deemed severe. Only 19% mentioned they faced no recruitment challenges. The most substantial staff deficits were identified within housekeeping, reception, food services, and technical engineering departments.
Looking toward 2025, industry experts anticipate continued growth, particularly within corporate and family tourism. A remarkable 78% of surveyed hoteliers plan to pursue business travelers, with 39% targeting families with children. This emphasis reflects burgeoning prospects for inbound tourism; 27% indicated intentions to engage more actively with visitors from Asia and the Near East, alongside welcoming international and domestic tourist groups.
There are also plans for advancements in event tourism, with one out of four hotel respondents eager to host corporate events and celebrations on-site. Expectations from guests for improved service quality are pushing hotels to implement technological enhancements. About half of the hoteliers plan to develop mobile applications and introduce chatbot functionalities by leveraging digital communication to meet guest needs efficiently.
This trend is paralleled by initiatives to upgrade hotel infrastructures, with 51% of respondents earmarking funds for renovations and 49% investing in staff training. Beyond the hotel sector, approximately 56% of apartment owners aim to refresh their interiors, and 38% are planning significant repairs.
Notably, there is recognition of the need for functionality and family-friendliness—15% of apartment owners intend to add child amenities to attract family tourists, and several are implementing 'smart home' systems. Approximately 12% will improve Wi-Fi signals within their rentals to accommodate traveling professionals.
Despite these developments, only 2% of small accommodation owners are addressing accessibility concerns for guests with disabilities. This oversight points to areas for improvement, especially as the hospitality market evolves.
The findings from Ostrovok unequivocally demonstrate 2024 as a year of adaptation and growth for the hotel business and the short-term housing rental market in Russia. Moving forward, the sector is poised for expansion, particularly through enhanced corporate and family tourism, with online travel agencies continuing to play indispensable roles as partners.
Insights from the survey also reveal trends surrounding early bookings, with Russians increasingly reserving accommodations for the May holidays well in advance. Although it may still be some time before the actual holidays arrive, this proactive approach mirrors growing confidence among consumers.