澳大利亞住宿氣壓計市場前景及投資研究報告-培訓課件外文版2024.5

AustralianAccommodationBarometer2023Australian

AccommodationBarometer2023Table

ofContents01ExecutiveSummaryPg30203EconomicSituation

ChallengesandandInvestmentsOpportunitiesPg5Pg100405AppendixDigitalisationandSustainabilityPg15GovernmentPoliciesandSupportPg20OpportunitiesandChallenges(Hotelsvs.

Short-StayAccommodations)Pg24Listof

SurveyQuestionsPg25MethodologyPg26Table

of

Contents2Australian

AccommodationBarometer2023ExecutiveSummary01

ExecutiveSummaryEmbracingthefuture

of

travelTheAustraliantourismsectorisonthecuspof

areturntopost-COVIDprosperity.Domestictourismisnowmeetingorexceedingmostof

thebenchmarkssetin2019andinternationaltravelisnotfarbehind.

Thishasinnosmallpartbeenboostedbymajorculturalandsportingeventssuchasthejointhostingof

the2023

Women’s

Soccer

WorldCupby

AustraliaandNewZealandandtheexpandingreturntointernationaltravelintheAPAC

region.

Buttheoutlookisnotallclearskies,

thecost-of-livingcrisisisprovingtobeamajorchallengefortravellersandaccommodationbusinessesalike,

affectingmultiplefronts–fromthepriceof

energy,

tostaf?ngandservicecosts.

Nevertheless,

theconsensusisthattheindustryisheadedforafullrecoveryin2024,

andmosthoteliersare

optimisticaboutwhatistocome.Australianaccommodationsareontheupandupayearafterthepandemicrestrictionsended.

Two-thirds(64%)ofAustralianhotelierssurveyedindicatedthattheirbusinessdevelopmentoverthepast6monthshasbeengoodorverygood.

Thistranslatedintoasimilarassessmentoftheircurrentstateof

affairsandfuturegrowthexpectations,

witharound3in5expectingtoseecontinuedpositivetrendsintothecomingmonths.thetravelsectorandaccommodationproviders’improvedprospects.Taxation

andthecostof

energyareleadingchallengesfortheindustry.Therisingcostof

livingisimpactingallaspectsof

the

Australianeconomyandhoteliersarenoexception.Australianindependentpropertiesperformedsimilarlytochainbusinessesinmostof

thekeyTaxation

andhighenergypricesperformancemetrics,

butaclearerdisparitywasobservedbetweenhotelsandshort-termrentals(STRs).STRsweregenerallylesslikelythanhotelstoassesstheirpast,

present,andfutureeconomicsituationasgoodorverygoodandjust30%felttheyhadgoodaccessto?nancing.Holidayrentalsalsoreceivedamixedresponseregardingregulation,

withaquarter(26%)of

respondentsindicatingthatrestrictionsappeartoweighmostheavilyonhoteliers’bottomline,

with70%ofAustralianaccommodationprovidersreportingstrugglingwiththeseissues.Costof

staff

isnextinline,

followedbydif?cultyobtaininginvestments.Morethanhalf

of

theaccommodationssurveyedsawanincreaseinoccupancyandaveragedailyrates.54%ofAustralianaccommodationsreportedgrowthinetheiraveragedailyrateandtwo-thirds

onSTRswasagood(64%)anincreaseorstrongincreaseintheiroccupancyrate.

Thepictureisslightlydimmedwhenitcomestoavailabilityof

?nancing.

Lessthanhalf

(46%)ofAustralianhoteliersexperiencednodif?cultyaccessingcapital,

despiteastrongreboundofthingalthoughalargershare(32%)hadtheoppositeopinion.3in5Australianhoteliersexpectedapositiveorverypositiveeconomicsituationfortheirbusinessinthenext6months.Table

of

ContentsAustralian

AccommodationBarometer2023ExecutiveSummaryparwitheachother.

A

quarterofAustralianaccommodationrespectively).

Energyef?ciencyandwastereductiontopped

Australianhoteliers’listwhenitcomestopriorityareasforsuchinvestments.Furthermore,

theyviewed7in10providersplantoinvestmoreindecarbonisationandasimilarshareareplanningtoinvestmoreindigitaltransformationinthenext6months(27%and24%respectively).

Whilearoundhalf

expecttoinvestaboutthesame,

self-reportedplanstoincreaseinvestmentarecounteractedbyasimilarshareof

hotelierswhoplantoinvestlessinsustainabilityanddigitaltransformations(23%and27%respectively)inthenext6months.Australianhoteliersseetaxationasakey

challengefacingtheirbusiness.governmentsupportasinstrumentalinacceleratinggreentransformation.WhenitcomestobusinessImportanceof

thegovernment’srole.

Australianhoteliersrecognisetheimportanceof

governmentpoliciesbutseemsplitonwhetherthesepolicieshaveabene?cialorharmfulimpactontheirbusiness.44%of

respondentsagreedthatgovernmentpoliciesareimportantorveryimportant,

comparedtojust1in10(11%)whothoughtthatpolicieshadnoimportancetothem.

Onlyaquarter(26%)foundthesepoliciesbene?cialtotheirbusinesswhileanother25%saidtheyhadaharmfulimpact.

Thisdisagreementappearstobemostapparentwhenwecomparehotelsbystarrating–themorestarsahotelhas,

themoreittendsto?ndgovernmentpoliciesimportantandbene?cial.opportunitiesanddrivingrevenuegrowth,

attractingmorevisitors,bothinternationalanddomestic,waslistedasthetopopportunitiesfor4in5hoteliers.

Australianaccommodationprovidersalsoseeattractingfamilies(77%)andofferinglocalexperiences(72%)asleadingbusinessopportunities,

astravellersaregrowingincreasinglyfondof

family-friendlyandcuratedtravelexperiences.

Concerningwaystomaximiseoccupancy,

Australianhotelierssawofferingtargeteddiscounts(48%),

promotiononsocialmedia(47%),

andinvestmentsincomfort(46%)asthetop3mosteffectivetools.Australianhoteliers’subduedmotivationtofurtheracceleratedigitaltransformationisalsore?ectedintheirapproachtoarti?cialintelligence(AI):underathirdreportedeitheralreadyusingAIorplanningtodoso,

whileavastmajority(68%)showednointerestindeployingthetechnology.Interestingly,

hotelsize,

numberofemployees,

andstarratingdidnotappeartohavemuchof

anin?uenceoverwhetheranaccommodationwasmoreorlesslikelytoengagewith

AI.

Ratherthantechscepticism,themostlikelyinterpretationisthattravelisaquintessentiallyhumanexperience,

and

Australia’shospitalityprofessionalsknowit.PlansforinvestinginsustainabilityanddigitaltransformationonAreasinwhichthegovernmentcanhelpfosteraccommodationbusinessesincludetheintroductionof

travelsector-relatededucation/trainingschemes,

supportschemesforaccommodations,

suchasNHotelsandsimilaraccommodationsshowedtwiceasmuchappetiteforsustainabilityloansandsubsidies,

aswellasthedigitalisationof

governmentservices.Whenitcomestopoliciesthathaveanadverseimpactonbusiness,taxationstoodoutashavingthemostnegativeeffect,

inlinewithitbeingthegreatestchallengefacedbyAustralianhoteliers.investmentsastheirpeersintheshort-stayrentalssub-sector(32%and16%44%of

respondentsagreedthatgovernmentpoliciesare

veryimportant,

althoughonly1in4foundthesepoliciesbene?cialtotheirbusiness.TheAustralian

AccommodationBarometer.

This?rsteditionofthe

Australian

AccommodationBarometerisbasedonasurveyof250executivesandmanagersinthe

Australianaccommodationsector.

ItisjointlyproducedbyBandTable

of

Contents4Australian

AccommodationBarometer202302EconomicSituationandInvestmentsTheAustraliantourismindustrymaystillbejustshyof

theoccupancyandrevenuemilestonessetin2019butlocalhoteliersare

stillupbeatabouttheirrecentbusinessdevelopment.

Thisisdespitethechallengescausedbylocalandglobalfactors,

betheytheslowreturnof

internationalvisitors,

thecost-of-livingcrisis,

orstaff

shortages.

Averagedailyratesandoccupancyratesare

bothontheupforthemajorityofAustralianhoteliers,

underscoringthegrowthtrajectoryandindicatingapromisingreturnto‘businessasusual’.Table

of

Contents5Australian

AccommodationBarometer2023EconomicSituationandInvestmentsAccommodations’perceptionof

theireconomicdevelopment50%50%50%PastdevelopmentCurrentstateFutureexpectations13%(Very)poor64%(Very)good12%(Very)poor59%(Very)good12%61%(Very)negative

(Very)positiveAustralian

accommodations

appearbuoyantregardingtheireconomicdevelopment.

Thiscanbesaidnotonlyforthepast6

months,

butalsolookingahead.

Whiletherecoveryof

internationaltourismhasnotyetreturnedtoits2019peak,

domestictourismhaslargely

recoveredandinmanyinstancesisbooming,

thusliftingthespirits–

andpro?ts–

ofAustralianhoteliers.

Whenaskedabouttheirperceptions

regardingtheirowneconomicdevelopment,

closetotwo-thirds(64%)of

thesurveyrespondentsthereforesaidthishadbeengoodorverygoodoverthepast6

months.A

similarproportion(59%)believesbusinessiscurrentlygoingwellorverya

decreaseora

strong

decrease.

Thestrongestmetricintermsof

businessdevelopmentwastheoccupancywell,

whileevenmore(61%)arefeeling

rate,

withclosetotwo-thirds(64%)positiveorverypositiveaboutthefuture.

Regardingpast,

present,

andfuturebusinessdevelopments,

onlyaround1

in10of

thosesurveyedsawtheirsituationina

negativelight.of

therespondentshavingseenanincreaseorstrong

increase

here.

Thepicture

looksslightlylessrosywhenitcomestotheavailabilityof

?nancing,however,

withlessthanhalf

(46%)ofthosesurveyedreporting

thattheyhadnodif?cultyinaccessingcapitalinthepast6

months.

Consequently,lessthana

third(28%)ofAustralianhotelierssaidtheyintendedtoscaleupinvestmentsinthecomingmonths.Justoverhalf

(54%)of

the

Australianhotelierssurveyedsaidtheiraveragedailyratehadincreasedorstronglyincreasedinthepast6

months,comparedwithjust12%whoreportedDevelopmentof

accommodationbusinessinthelast6months(Strongly)decreased(Strongly)decreased(Very)dif?cultDevelopmentof

averagedailyrate(Strongly)increased12%54%Developmentof

occupancyrate10%(Strongly)increased64%Accessto?nancingandcapitalNotdif?cult(atall)18%46%Investless(thanlast6months)InvestmentplansInvestmore(thanlast6months)24%28%Table

of

Contents6Australian

AccommodationBarometer2023EconomicSituationandInvestmentsTo

observesentimentamongstselectedaccommodation

types,

thesurveyalsoidenti?edrespondentsbyhotelsvsshort-stay

rentals,independentbusinessesvschainsaswellasstarrating

andaccommodation

size.

What

thesedistinctionsreveal

isthat

largerbusinessestypicallydobetter

thansmallerones–

chains,

hotels,

and5-staraccommodations

are

generallymore

satis?ed

withtheireconomicHotelsandshort-staythanhalf

(46%)of

theholidayandothershort-stay

accommodationssurveyed.

Asimilargapisevidentinthesub-groups’

estimations

of

theiraccessto?nancingandcapitalwherehalf

(51%)of

thehotelrespondentssaidthiswasnotdif?cult

forthem,whereas

lessthana

third

(30%)of

holidayandothershort-stayaccommodations

were

abletosaythesame.accommodations

bothreportedgoodorverygooddevelopmentinthepast6

monthsat

68%and60%of

thosesurveyedrespectively,

buttheresults

clearly

favourhotels.66%of

hotelssurveyedhadanincrease

inoccupancyrates

inthepast6

monthscompared

to57%of

short-stay

accommodations,yetthestandoutdiscrepancy

istheirestimations

of

theircurrentdevelopmentthantheircounterparts,

economicsituation.

Asolid64%ofbutthere

issomevariation.hotelsandsimilarrated

thisasgoodorverygood,

compared

withlessHalf

of

allhotelssurveyedhavelittletonodif?cultyaccessing?nancingcomparedtojust3in10short-stayaccommodations.HotelsandsimilaraccommodationsHolidayandothershort-stayaccommodations60%68%Generaldevelopmentinthepast6months(Very)good49%

55%Developmentof

averagedailyrate(Strongly)increased57%66%Developmentof

occupancyrate(Strongly)increased46%64%Currenteconomicsituation(Very)good30%51%Accessto?nancingandcapitalNotdif?cult(atall)54%63%Economicsituationinthenext6months(Very)positiveTable

of

Contents7Australian

AccommodationBarometer2023EconomicSituationandInvestmentsIndependenthotelsChainbusiness60%

66%52%

55%Generaldevelopmentinthepast6months(Very)goodDevelopmentof

averagedailyrate(Strongly)increased60%

65%Developmentof

occupancyrate(Strongly)increased58%

62%Currenteconomicsituation(Very)good47%Accessto?nancingandcapitalNotdif?cult(atall)45%30%InvestmentplansInvestmore(thanlast6months)28%62%Economicsituationinthenext6months(Very)positive61%Contrarytotheobservationmorelikelythanchainstoratetheirpastdevelopment,

occupancy,and

ADRdevelopmentas(very)goodor(strongly)increasing.

Thisisdueinparttothefactthathotelchainsoccupyasmallershareof

themarketin

AustraliathaninEurope.Additionally,

theslowerreturnofinternationalandbusinesstravelto

Australiahasdisproportionatelyaffectedchainhotelswhichtypicallyattractalargershareof

theoverseasandcorporatemarket.madeintheEuropeanseriesofAccommodationBarometersthathotelchainsperformedbetteronallmetrics,

thedistinctionbetweenhotelchainsandindependentsin

Australiaislesspronounced.IndependentpropertiesareactuallyStarclassi?cationhasanoticeableeffectonhowaccommodationsperceivedtheirpast,

present,

andfuturebusinessdevelopment.

Hotelswith4or5starsperformedmuchbetterthan1or2-starhotelsinallmetrics.

Thiswasstatedbyoverhalf

(56%)of

thehotels

with1-or2

stars,

comparedwith3

in5

of

the3-starhotelssurveyedandnolessthan70%of

the4-or5-starhotelsreportinggoodtoverygoodbusinessdevelopmentinthelast6

months.This

trendisrepeatedwhenitcomestooccupancyrates,

currenteconomicsituation,

andaccessto?nancingandcapital.

These

higher-starhotelsarealsomore

likelytoinvestmoreinthenext6

monthsthanthosewithlower-star

classi?cations,

althoughtheproportions

here

arelowacrosstheboard,

ranging

from19%

of1-

or

2-starhotelsto1

in3

of

4-or5-starhotels.1or2stars3stars60%4or5starsGeneraldevelopmentinthepast6months(Very)good56%53%51%40%19%70%69%70%52%33%Developmentofoccupancyrate(Strongly)increased62%56%47%29%Currenteconomicsituation(Very)goodAccessto?nancingandcapitalNotdif?cult(atall)Accessto?nancingandcapitalNotdif?cult(atall)Table

of

Contents8Australian

AccommodationBarometer2023EconomicSituationandInvestmentsAnnualincreasesinconsumerpriceindex,

measuredquarterly8%7%6%5%4%3%2%1%0%-1%201520162017201820192020202120222023Source:

AustralianBureauof

StatisticsAustraliantravellersandinternationalvisitorsalikearefeelingthepinchofin?ationandtherisingcostof

living.Thestandouttrendisthatconsumersarenowbookingshorterstays,

asstatedby7in10of

thehotelierssurveyed.

Aroundtwo-thirdsof

therespondentsalsosaidconsumerswerebookingfurtherinadvance(65%)andwereoptingforcheaperrooms(64%).

Nevertheless,

thetopcost-savingdecisionsappeartotakeplaceprimarilyatthetimeofbookingtheaccommodation.

Whenitcomestospendingonextras,

only44%indicatedthatconsumerswerespendingless.Guestbehaviourdevelopment.

Consumersare…64%Optingforcheaperrooms58%Optingformorerestrictivecancellationpolicies71%Bookingshorterstays44%Spendinglessonextras65%Bookingfurtherinadvance41%Avoidingpeakseason7in10hoteliersobservethatcustomersarechoosingtobookshorterstays.Table

of

Contents9Australian

AccommodationBarometer202303ChallengesandOpportunitiesAsisthecaseglobally,

energypricesare

amajorconcernfor

Australianhoteliers,andthecontinuedeconomicuncertaintyde?nesthemoodformany.

Nonetheless,thereisconsensusamongst

Australianaccommodationsthatdrawinginmoretravellersrepresentsatopopportunity,

astheyseektoliftcustomernumbersbackuptoandbeyondtheirpre-pandemiclevels.Table

of

Contents10Australian

AccommodationBarometer2023ChallengesandOpportunitiesChallengesTheAustralianaccommodationindustryfacesamultitudeofchallenges,

however,

itisconcernsaboutcoststhatarefrontof

mind.Of

the22challengespresentedinthemultiple-choicesurveyquestion,nofewerthan11challengeswereselectedbymorethan50%ofAustralianhoteliers.

The2top-rankingchallenges,

affectingasizable7in10respondents,

werethecostof

energyandtaxation,followedbystaf?ngcosts.

Consumerexpectations,

sustainability,

andregulation,

rankedinequal8thplace,arethe?rstnon-?nancialchallengestoappearonthelist.Top

challenges(noworexpectedforthenext6months)Energycost70%Taxation70%Costof

staff65%Investments58%54%EconomicuncertaintyCostof

inputsandservicesCompetitionfromotheraccommodationsConsumerexpectationsSustainability53%53%52%52%Regulation52%Price

sensitivityof

customersCompetitionfromotherdestinationsDecarbonisation51%48%47%46%44%42%42%40%Accessto?nancing/capitalCustomeracquisitionAcquiring/retainingstaffChangesinconsumerspendingbehaviourShiftingconsumertrendsDigitalisationSeeappendixforacomparisonbetweenhotelsandshort-stay37%37%Connection/accessibilityTravel

restrictionsaccommodations36%Deprioritisationof

travelexpenditure30%Table

of

Contents11Australian

AccommodationBarometer2023ChallengesandOpportunitiesOpportunitiesShort-termvisitorarrivalsto

AustraliaFY2022-23comparedwithFY2018-19NewZealandUK77%80%Intermsof

businessopportunities,thefocusfor

Australianhoteliersisverymuchonattractingadditionalvisitors,

betheyinternationalordomestic.

Thissentimentismorepronouncedin

AustraliathaninourEuropeanseriesnotablyduetothetravelvacuumcreatedbythe

AsiaPaci?c

region’sextendedpandemiceratravelrestrictions–whichinmanycountries,

extendedmonthsaftertherestof

theworldreopenedforinternationaltravel.

Asaresult,manymajoreconomiesintheregionincluding

Japan,

China,

andSouthKorea

arenotexpectedtoreturnto2019‘norms’until2024orlater.USA69%103IndiaSingaporeChina77%77%16%Japan36%37%SouthKoreaIndonesiaMalaysia60%(Top

10sourcecountriesbasedonyearendingJune2023;ChinaexcludesarrivalsfromSARsand

Taiwan)Source:

AustralianBureauof

StatisticsTop

opportunities(noworexpectedforthenext6months)AttractingmoreinternationaltravellersAttractingmoredomestictravellersAttractingfamilies80%80%77%Offeringlocalexperiences72%Upselling/sellingadditionalservicesIncreasesocialmedia/onlinemarketingactivitiesLongerstays68%67%67%66%65%65%Higherinterestinsustainableproducts&servicesUpgradeof

accommodationfacilitiesAttractingIndigenoustourismIntegrationwiththelocalcommunityAcquiring/retaininghighlyquali?edstaffHigherappreciationof

travelafterCOVIDTrend

tocombineworkandtravelAttractingGenerationZtravellersUsageof

arti?cialintelligence59%58%55%54%54%Seeappendixforacomparisonbetweenhotelsandshort-stayaccommodations48%Table

of

Contents12Australian

AccommodationBarometer2023ChallengesandOpportunitiesOverthree-quartersof

hotelierssurveyed(77%)seeattractingMosteffectivetools/investmentprioritiestomaximiseoccupancy(Multipleanswerspossible)familiesasatopopportunity.

Servicediversi?cationalsorankshighlyasabusinessopportunityformanyAustralianaccommodations,

witharound7in10lookingatofferinglocalexperiencesorupselling/sellingadditionalservicestogeneratemorebusiness.

Longerstayswerementionedasatopopportunitybytwo-thirds(67%)of

therespondents,re?ectingtherecognitionamongstthemajorityofAustralianhoteliersthatconsumersarecurrentlybookingshorterstays.17%Pay-per-clickdigitaladvertising24%Sellinginventorytowholesalers48%Offertargeteddiscounts35%Investmentinstaff

training46%Investmentsincomfort16%PartneringwithbedbanksWhenaskedwhathoteliersthoughtwerethemosteffectivetoolswithregardtomaximisingoccupancy,

thetop3answersgivenbythesurveyrespondentsweretooffercustomerstargeteddiscounts(48%),

topromotethemselvesonsocialmediaandthroughin?uencermarketing(47%),andtomakeinvestmentsincomfort(46%).

Thiswasfollowedcloselybyinvestmentsinamenitiesat44%.44%Investmentsinamenities41%Listingondigitalplatforms47%Promotiononsocialmedia/in?uencermarketing36%Investmentsinstyle/aestheticsFood

anddrinksareofferedbyavastmajority(83%)ofAustralianaccommodationsandalmosthalf(44%)of

themofferfoodanddrinksconsideritanimportantcontributortotheiroverallpro?tability.

Foodanddrinksaredrivingpro?tabilityinparticularforhotelsandsimilaraccommodations;53%of

whichrankitasanimportantfactor,

comparedwithonly29%of

holidayandothershort-stayrentals.32%Promotionontraditionalmedia35%Usingrevenue/channel

managementsoftwareFood

anddrink’scontributiontooverallbusinesssuccess17%We

don'tofferfoodanddrinksh2%Decreasepro?tability44%Animportantcontributor12%Anecessity,

butnotreallyacontributor25%AminorcontributorTable

of

Contents13Australian

AccommodationBarometer2023ChallengesandOpportunitiesNotonlydohotelsenjoybetterpro?tabilityfromfoodanddrinks,theyarealsomorelikelytobeFood

anddrink’scontributiontooverallbusinesssuccessAnimportantcontributor

A

minorcontributorA

necessity,

butnotreallyacontributorofferingsuchservicesinthe?rstplace–anegligible3%of

hotelsandthelikesaidtheydidnotofferfoodanddrinks,

comparedwithasizable44%of

holidayandothershort-stayaccommodations.

Thisgoessomewaytoexplaintheperceivedlesserimportanceof

foodanddrinksinthistypeof

accommodation.Decreasepro?tabilityWe

don’tofferfoodanddrinksHotelsandsimilaraccommodations2%53%28%14%3%Holidayandothershort-stayaccommodations29%

16%

6%

5%44%Intermsof

thefoodonoffer,themajorityofAustralianWhetherone’s

accommodationbusinessoffersvegan/vegetarianoptionsaccommodationsdoalsooffervegetarianorveganoptions,

withmostof

them(58%)offeringbothandlessthanathird(28%)providingvegetarianoptionsonly.

Thisre?ectsthefactthat56%of

therespondentsagreeorstronglyagreethatvegan/vegetarianfoodoptionsarebecomingmoreimportantfortheiraccommodationbusinessastheyendeavourtoenticeconsumersback.14%No,

neithervegannorvegetarianoptions58%Yes,veganaswellasvegetarianoptions28%Yes,vegetarianbutnoveganoptionsSustainabilityandregionalityareevidentlyevengreaterprioritiesfortheaccommodationsas68%ofthosesurveyedagreedorstronglyagreedthatsustainably/regionallysourcedfoodoptionswerebecomingmoreimportanttothem.

Aroundtwo-thirds(68%)alsostatedthatplastic-freepackagingoptionswereimportant,

echoingrecenteffortsbythegovernmenttofurtherregulateplasticwasteaswellasthegrowingawarenessof

andinterestinsustainabletravel.Aspectsof

foodanddrinksthatarebecomingmoreimportantforaccommodationbusiness(Strongly)disagree(Strongly)agreePlastic-freepackagingoptionsforfoodanddrinks8%68%68%Sustainably/regionallysourcedfoodoptions12%Vegan/vegetarianfoodoptions17%56%Table

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Contents14Australian

AccommodationBarometer2023A04DigitalisationandSustainabilityDigitalisationandsustainabilityrepresentbothchallengesandopportunitiesforalleconomicsectorsbutinbothrespectsthe

Australiantourismsectorisrelativelyadvanced.

Eco-tourismisapopulardrawcardinthenature-richcountryandmanyaccommodationshavealreadyadoptedandupgradedtheirdigitalservicestoconformtopandemiceraregulations.

Nevertheless,

hoteliers’planstoinvestintheseareasare

quitediverse.Table

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Contents15Australian

AccommodationBarometer2023DigitalisationandSustainabilityDigitaltransformationComparedtothelast6months,

investmentplansregardingdigitaltransformationforthenext6monthsInvestmentindigitaltransformationisonthemindsof

many

Australianaccommodationsbutitisnotbeingaggressivelypursuedina

sectorthatisbuiltonhumaninteractionand‘thatpersonaltouch’.

Furthermore,Australia’swell-developeddigitallandscapeandthedigitalisationofmanyadministrativeservicesduringthepandemicmean

that

Australianaccommodations

arewellpreparedforongoingdigitaltransformation.

Justunderhalf

(48%)of

therespondentssaidtheywouldinvestaboutthesameoverthenextsixmonthsasinthepastsixmonths,

whilealmostaquarter(24%)statedtheyplannedto24%48%Invest

more27%Invest

aboutthesameInvestlessUseof

arti?cialintelligence(AI)suchascustomerchatbot,investevenmoregoingforward.

Atthe

dynamicpricingalgorithmsametime,

however,

a

slightlylargerproportion(27%)saidtheywouldbeinvestinglessindigitaltransformationinthenextsixmonths.

While2%Don'tknow12%Yes,wealreadyuse

AIenthusiasmfordigitaltransformationmaybemixeditisimportanttonotethatmanyhotelsandaccommodationsunderwentrapid

digitalisationduringthepandemictokeepupwithcontactlesspayments,

increasedonlinebookingsandadaptingtoincreasedusage

of

apps.

Nevertheless,a

minorityofAustralianhoteliersareshowinginterestinth