As in other countries around the world, the COVID-19 pandemic severely impacted the tourism industry in Turkey in 2020, including luxury hotels. Ongoing uncertainty around changing travel restrictions meant that many consumers were wary of making travel plans or bookings.
With the operational challenges of the COVID-19 pandemic limiting face-to-face interactions with guests and transforming virtually every corner of the luxury hotel offering and experience, many companies turned to online services as a means of providing a contactless and controlled experience. Four Seasons expanded their existing App and Chat platform with enhanced features, giving Four Seasons Private Residence homeowners and residents the ability to connect with their designated residential teams from their phones, tablets or computers.
From early to mid-June 2020 onwards, Turkey saw the gradual return of foreign tourists from certain countries, and numbers were expected to grow further throughout the summer as more countries lifted restrictions on international travel. Flights to most nations were expected to resume by August, with most travellers destined for leading tourist areas such as the southern resort city of Antalya and the vacation towns of Bodrum and Dalaman, as well as western Izmir province and Istanbul.
Demand for luxury hotels is expected to begin normalising from 2021 onwards with a return to strong retail value growth at constant 2020 prices followed by steady positive growth for the remainder of the forecast period. Average growth for the forecast period is set to be in line with the average rate for luxury goods overall.
Luxury hotels in urban areas are expected to find it more challenging to attract guests to return as travel restrictions begin to be eased. This stems from the fact that many consumers longed to escape crowded urban areas at the height of the pandemic and developed a preference for the greater space available in more rural areas.
Luxury hotels are expected to offer increasingly personalised services in the post-COVID-19 era, with customers set to be able to choose how they would like to be looked after in terms of the level of contact with hotel staff. This is set to impact areas such as room servicing, with options for more flexible schedules if guests wish to minimise the entry of staff into their rooms, along with extended restaurant hours to limit guest numbers.
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Understand the latest market trends and future growth opportunities for the Luxury Hotels (5-star plus) industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Luxury Hotels (5-star plus) research and analysis database.
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