Some operators are reducing their reliance on long stay corporates by appealing to shorter stay business and leisure guests.
Declining reliance on Travel Management Companies (TMCs) has meant brand exposure has become more important.
As a result operators are expanding by developing an overtly branded stand alone product.
International arrivals to Europe are forecast to improve, as are managed corporate trips, pointing to improving demand.
Amsterdam has the most constrained supply of the eight European cities examined, with 0.2
units per 1,000 overseas visitors.
Paris and London have 0.3 and 0.6 units respectively, but this still lags supply in major US and Asia Pacific cities.
Operators have established new brands in order to maximise their appeal to different guest segments.
The expansion of purpose built branded stock across Europe should help legitimise the sector for investors, in turn boosting transaction levels.
Source : Savills