EN 
ES Yesterday, I had a conversation with a prospective client, a remarkable small group from Ibiza, about the significance of the British market for their hotels and what they are encountering in 2024: a sharp decline in demand from this market.
This discussion led me to reflect on the importance of Early Booking in the hospitality sector and how it can serve as a key tool to tackle challenges.
As highlighted by Affilired in an article published by Hosteltour, Early Booking is the practice of booking in advance, a habit that not only offers travellers peace of mind but also significant discounts and additional benefits. For hotels, this strategy becomes an essential tool for maximising occupancy and revenue.
The data collected by Affilired provides an excellent snapshot of historical trends and current developments.
In 2019, before the pandemic, Early Booking was at exceptional levels. However, with the onset of COVID-19, we all know what happened. Uncertainty and restrictions drove booking anticipation to record lows.
Gradually, we began to observe a recovery. Currently, Germany shows remarkable consistency, with 40-45% of bookings made in advance, while the United States has seen sustained growth, reaching 26% in January 2024.
In contrast, the British market, which peaked at 71% in 2021, has returned to more modest levels, recording 30% in January 2024.
Spain has historically had a lower percentage of Early Bookings. Between 2019 and 2024, figures remain between 31% and 36%, with the exception of the COVID years, where it dropped to 26%.
As we look ahead to 2024, the article notes a projected increase in Early Booking percentages, indicating renewed traveller confidence and a gradual return to planning and booking habits.
How is this trend impacting your hotel or hotel chain? Share your experiences and strategies in the comments!