TOURISM IN THE AMSTERDAM METROPOLITAN AREA: NIGHTS, ACCOMMODATIONS AND JOBS IN THE TOURISM SECTOR

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1 TOURISM IN THE AMSTERDAM METROPOLITAN AREA: NIGHTS, ACCOMMODATIONS AND JOBS IN THE TOURISM SECTOR Research, Information and Statistics (OIS), February 21 Europe is the world's most popular holiday destination. The tourism growth in - is result of the improving global economy, increased consumer confidence and attractive Euro foreign exchange rate. The Netherlands and Amsterdam are also profiting from this trend, which is apparent in the increased number of hotel occupancy. The range of hotels in Amsterdam and the number of jobs in the tourism sector has also increased in recent years. Demand for hotels in the Amsterdam Metropolitan Region (MRA) In 21, there were million hotel bookings registered in the Netherlands, 17 million of which in the MRA (2%). In recent years, the number of nights spent in the MRA grew more quickly than the national figures. In 21, the number of nights by foreign guests increased particularly (+12%). Table Nights in the Amsterdam Metropolitan Area and in the Netherlands nights 21 (x 1 mln.) change (%) total domestic incoming total domestic incoming Amsterdam region total MRA total Netherlands source: CBS

2 Tourism in the Amsterdam Metropolitan Area (MRA) - Room occupancy and rate Change (%) nights Change (%) rooms * provisional figures * March -August source: CBS nights, Horwath occupancy, rate The Netherlands, OIS rooms, occupancy, rate Amsterdam and the region. 2

3 Most recent estimates for Amsterdam: growth due to foreign guests in Amsterdam hotels welcomed more than.7 million guests in 21. They stayed in the city for an average 1.88 nights, resulting in a total of 12. million nights, 11% more than in 213. The annual estimations for 21 are not known yet. Expectations are that the number of nights will increase by a further 3% in 21, approximately to 13 million. In the period up until the end of September 21, the number of nights in Amsterdam did indeed increase by 3%. Table Arrivals, nights, length of stay and bed occupancy in hotels in Amsterdam, - * arrivals nights length of stay bed occupancy (%) 1 Q ,8 9 2 Q ,89 3 Q ,93 9 Q ,88 9 total ,88 1 Q 21* , Q 21* ,89 3 Q 21* ,93 * provisional figures source: CBS Most of the nights in Amsterdam (7%) were booked by Europeans. Germany and UK are the largest, as well as the relatively most quickly growing markets. 21 saw an increase in tourism from all continents. In 21, there were less tourists from France, Spain and the United States. This was slightly compensated by the continued growth of tourism from Germany and UK and from non-european countries such as China, India and Brazil. Figure Nights by country of origin (change % year to year), Amsterdam 2 % * * provisional figures source: CBS 3

4 3 1 2 Amsterdam City Council, Research, Information and Statistics Increase of hotel rooms in the Amsterdam Metropolitan Area The Amsterdam Metropolitan Area (MRA) had hotels, 1, rooms and 89, beds in 21, which is 3% of the national room and bed capacity. Since 21, the room capacity in the MRA has increased by 8%, higher than the national average (+.2%). The majority of the room capacity in the MRA and the (almost entire) increase in capacity were in Amsterdam itself. In 21, Amsterdam had 3 hotels and 29, rooms, which are nearly 3, rooms more than in 21. Table Hotels, rooms and beds in the Amsterdam metropolitan area and in the Netherlands August 21 year to year change hotels rooms beds rooms (abs.) rooms (%) Amsterdam region total MRA total Netherlands ,2 source: OIS/CBS Figure Hotels in the Amsterdam metropolitan area, august Monnickendam Zaandam Haarlem Amsterdam Zandvoort Almere Hoofddorp hotels - stars hotels 3 stars hotels -2 stars Rate increase following two years' high occupancy As from 213, the room occupancy in Amsterdam has remained above the 7% level. The regional occupancy is slightly above %. A higher room occupancy gives hoteliers more leeway to increase rates: the rates charged for a hotel room in 21 and the first six months of 21 were higher than in 213.

5 Figure Rooms, nights, room occupancy and rate in Amsterdam, - rooms/ nights 3 rate/ occupancy ,9 mln * 12,9 mln.* 2 rooms nights (x1.) room rate (euro's/night) room occupancy (%) * provisional figures source: OIS/CBS Employment numbers continue to improve in tourism sector Early in 21, the Amsterdam tourism sector employed 7,9 persons, a.% increase compared to 21. The tourism sector is responsible for 1% of total employment in the city and is growing more quickly than the total employment (+2.8% in 21-21). The growth in the number of jobs is particularly apparent in the restaurants and pubs branch and in passenger transport. However, this growth cannot be entirely attributed to the tourists staying overnight, as the residents of Amsterdam and day trippers also make use of the tourism branch. Trend analysis of demand and supply in the hotel market in MRA The increase in tourism is a global development, with tourism growing by approximately % worldwide each year. Europe is still the most frequently visited region and attracts more than half of all the world's international tourists. The tourist sector, including the hotel, travel agency and transport branches, has adapted to the growing market. Online offers from travel organisations, hotels and transport companies, the emergence of package deals, low-cost carriers and expansion of the network of direct destinations, makes city trips more affordable and accessible. In many European cities, the number of hotel guests and range of hotel accommodation is growing steadily. Consequently, the tourist intensity per resident is also increasing. The following developments are discernible in demand and supply in the MRA: The demand for hotel rooms in the MRA and in Amsterdam in particular has increased for six consecutive years. A further increase is forecasted for 21. The growth in the MRA can mainly be attributed to foreign visitors. The tourist intensity grew relatively strongly from 21 to 21 and is now comparable with that in Paris and Lisbon.

6 Figure Tourist intensity in European cities 8 2 arrivals per 1 inhabitants per day beds per 1 inhabitants beds per arrival per day source: OIS/CBS/TourMis Another indication of the growing demand for hotels is the increased room occupancy and rates. Annually, Amsterdam hotels enjoy an approximate 8% occupancy, higher than hotels in the surrounding area and in the rest of the Netherlands. Hotels in Amsterdam are also more expensive on average, compared to the rest of the Netherlands. The range of hotels has increased strongly in the MRA, and particularly in Amsterdam itself, in recent years. This is in keeping with the growing demand for accommodation in Amsterdam and the surrounding area. Moreover, the city council is working at transforming empty offices into hotels, which will lead to capacity increase within a relatively short period of time. Booking sites are responsible for 38% of the hotel reservations, making hotels more visible to the new market. At the same time, this involves commission fees, and hotels increasingly struggle to get noticed. The emergence of the holiday rentals market (in large numbers since 212) provides extra, flexible supply on the one hand and more competition on the hotel market on the other hand. Approximately % of the hoteliers in the MRA has experienced competition from holiday rental of private homes. This affects hotels with -3 stars. Hotels with - stars experience competition with other hotels. In reaction to the increased competition, hotels try to specialise in row rates or luxury, in upscaling or small size, in total concepts or a unique experience. This has resulted in new developments, such as the emergence of total concepts (through transformation for example), small-scale boutique hotels, apartment hotels, low-budget (mega) hostels and luxury hotels.

7 Colophon Research, Information and Statistics (Onderzoek, Informatie en Statistiek, OIS) Oudezijds Voorburgwal GL Amsterdam Authors Tanja Fedorova Merel van der Wouden Telephone Front page photo Damrak. Photographer: Edwin van Eis ( ) 7