Luxury hotels saw a considerably different performance in 2021 when compared with 2020. While in 2020, as the pandemic spread rapidly through the country, there were hard lockdowns and overall restrictions during most of the year, in 2021 there was a softening of these restrictions.
A significant part of the decline in sales of luxury hotels in Germany in 2020 was due to the sudden fall in the number of inbound tourists from neighbouring countries and outside Europe. Thus, as restrictions on travel started to be lifted, for example for other EU citizens upon showing a vaccine certificate, the number of inbound tourists rapidly started to grow when compared with the previous year.
One of the biggest challenges players faced throughout the pandemic was to remain connected to their loyal customers. Brand loyalty in Germany is very important, as often consumers stick to the same destination and/or hotel chain.
Luxury hotels is set to be amongst the best-performing categories within luxury goods in the forecast period in Germany. For the first half of the forecast period, it is forecast to see double-digit current value growth year-on-year.
Germany has a unique market when compared with other Western European countries in terms of luxury hotels. Business travel accounts for an extremely important part of the revenues generated by hotels in major cities across the country.
With promising growth expected for the coming years, it comes as no surprise that major players in the category are expanding their offering, and new players may even enter the market. Hilton, for example, is expected to add a total of 10 new hotels in Germany until the end of the forecast period, in 2026.
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Understand the latest market trends and future growth opportunities for the Luxury Hotels (5-star plus) industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Luxury: includes luxury and upper upscale hotels. Would generally include 5-star hotels and above, but may include some “4.5-Star” outlets, provided that the brands positioning warrants it. The luxury classification is primarily determined by the brand’s positioning and marketing, which will be at the high-end. Brand examples include Marriott, Hilton, Sofitel and InterContinental.See All of Our Definitions
This report originates from Passport, our Luxury Hotels (5-star plus) research and analysis database.
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