The majority of hoteliers in Portugal are reporting bookings that reach 50% to 89%% of occupancy for the summer period, between June and September, according to a survey of members carried out by the Association by Hotelaria de Portugal (AHP), which took place in May.
“Globally, hoteliers’ expectations for the summer period are very positive,†highlighted Cristina Siza Vieira, vice-president of AHP, in the presentation of the survey results, remembering that – “the phenomenon of last-minute bookings is here to stay†, and “there is still a lot of room to grow in relation to the summer†.
Overall, 89% of hoteliers surveyed anticipated that the summer occupancy rate will be the same or better than in 2023, with those located in the region standing out as the most “optimistic”. the Center and the Setúbal Peninsula.
In a more detailed analysis, in relation to the month of June, 70% of hoteliers anticipate a booking rate between 50% and 89% (and, for 43%, reservations already guarantee more than 70 % of occupancy). The highlight goes to Madeira, where almost 100% of respondents rate bookings of more than 70%, a level also verified by 86% of hoteliers in the Azores.
In relation to the month of July, on the national average, 67% of hoteliers say they currently have reservations that ensure 20% to 69% of occupancy, highlighting higher values in the Azores , in which almost all respondents said they had nights already booked above 70% of capacity. The opposite case is Alentejo, with the lowest level, and only half of the hotels reporting reservations of more than 20%.
69% of hotels expect “better or much better profits” than 2023
In August, the peak month of the high season, 63% of hotels register reservations between 20% and 69%, highlighting regions such as Madeira and the Algarve, where the vast majority of units have higher rates to 50%.
And in September, “a month that has increasingly better performance on the national average†, as Cristina Siza Vieira notes.
The increase in the average price in the summer, which represents “a strong bet†in the sector, was highlighted by 70% of hoteliers, and also with a predominance of those who say they have sales reinforced by own channel, without intermediaries, which allows you to achieve a better level of revenue.
“Total income is predicted to be better or much better for 69% of respondents,†highlighted Cristina Siza Vieira, highlighting that the perspectives are different by region and “there is still a lot of work to be done at the level of seasonality or decentralization†.
The president of AHP, Bernardo Trindade, also stressed that “the big question facing all hoteliers is that each unit of revenue is more expensive for us today, whether due to the cost of labor -work or financial charges†. The person responsible for the hotel association focused on the “operational costs that we are assuming, and it is a question whether they will allow us to maintain the level of results at the end of the year†, regardless of the positive prospects in terms of employment.
