A European Summer Without Americans Threatens Already Struggling Luxury Hotels

Home Hotel & Lodging A European Summer Without Americans Threatens Already Struggling Luxury Hotels
A European Summer Without Americans Threatens Already Struggling Luxury Hotels

The European Union’s temporary ban on American travelers due to the swelling coronavirus count in the U.S. will particularly hurt American-based chains and the upscale end of the European hotel industry.

Nearly 18 million Americans traveled to EU countries in 2018, the most recent complete year of data provided by the U.S. National Travel and Tourism Office. More than a third of the annual volume went to Europe during the peak summer travel season. Americans traveling to Europe accounted for just over 20 percent of Marriott’s European room nights in 2019, a company spokesperson said to Skift.

A summer in Europe sans American tourists may not be a collective wipeout for hotel operators, but it will likely be further bad news for high-end properties already grappling with low occupancy from the pandemic.

“The American chains will take a hit, but other brands in the midscale or budget segments won’t be affected at all or only just a little,” said Nicolas Graf, associate dean at New York University’s Jonathan M. Tisch Center of Hospitality.