Cash flow management, AI, sustainability… In a Deloitte study, the UK and European hotel industry shared their concerns, the challenges they will face, their relationship to performance and the growth strategies that need to be implemented.
The Deloitte report, published in October 2024 and entitled “European Hotel Industry and Investment”, outlines the concerns of UK and European hospitality professionals for the coming months. The survey was conducted between August 7 and September 17 of this year among industry leaders, from owners to operators to investors.
Priorities of the hotel industry
While 1.4 billion international tourists travelled in 2024 according to UN Tourism, a near-complete recovery from pre-pandemic levels, hotel industry professionals have new priorities. In 2024, the focus was on maintaining profitability and managing inflationary pressures. While these concerns remain high in 2025, the sector is now placing cash flow management and performance improvement at the top of the list. Behind these four priorities, growth by acquisition is becoming increasingly important.
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