Macro Analysis Techniques: An Appraisal of Europe′s Main Hotel Markets

The analysis concentrates on the underlying economic and demographic factors that drive hotel demand in the five main markets of the European Community: France, Germany, Italy, Spain and the UK. By adopting a comparative approach in the assessment of these macro factors, the differences that exist in the national hotel markets are illustrated. The analysis includes an examination of the nature of competition within the national hotel markets by examining the extent of concentration and the main corporate players. Comments are made on the attractiveness of the five markets for further corporate penetration.