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1.4.1 Asia Pacific 
Asia Pacific showed the greatest growth compared to other continents. This led to the strong 
confidence of the long-term investor on the development of the hotel industry in the region. 
Table 2: Performance of key countries in June 2010 
(All monetary units in local currency) 
Country 
Occupancy  % change 
ADR 
% 
change 
RevPAR 
% 
change 
Australia 
70.10% 8.40% AUD159.06  1% AUD111.46 
9.50%
China 
62.40% 25.50% CNY750.36  17.6 CNY468.41 
47.60%
India 
55.70% 9.60% INR5829.74 
-1.90% INR3247.77 
7.50%
Japan 
69.20% 9.60% JPY12059.97
-4.40% JPY8348.9 
4.80%
Singapore 
87.40% 19.50% SGD269.58 21.20% SGD235.66 
44.80%
 Source: 2010 STR Global Limited 
 
Recently, Australian government has set up a long-term strategy for tourism to attract the 
investor and tourists. This strategy includes growing share of outbound travel which is only less 
than 1 percent of long-haul travel of outbound U.S. Australia hotel transactions pick up US$570 
million in first half 2010. While Tokyo is benefiting from its appreciate yen and June is the peak 
month with JPY 8348.9 RevPAR.  
 “With an overall steady increase of new supply, the recovered demand creates a solid base for 
the region to continue its RevPAR recovery for the rest of the year”, according to Elizabeth 
Randall, managing director of STR Global.  Especially in Southeast Asia, strong recover was so 
clear through the Hotel Pipeline Report which includes hotels in construction, final planning and 
planning, number of hotels.  

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Figure 1: Hotel pipeline report 
Thailand, even with the political crisis, reported the largest number in the overall pipeline, 
followed by Indonesia and Vietnam. While Singapore, an island country, only shows promising 
signs of recovery. The newly opened Marina Bay Sands resort, which will have 2,500 rooms, 
includes a casino and plenty of meeting spaces that provide an additional attraction and 
conference space to this state. Overall, with an impressive number-134,832 guestroom, China 
leads the global hotel pipeline
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1.4.2 Europe 
In Europe, in haft of the year 2010, the hotel industry showed the mixed changes. The demand 
growth in Eastern Europe (10%) was stronger than in Southern Europe (9%). However, the 
additional supply that entered the hotel market in the Eastern was only 3%; therefore, it did not 
satisfy the demand and limited the performance.  
      
 
 
 
 
 
 
 
 
                                                            
1
 Hotels‐the magazine of the worldwide hotel industry 

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Table 3: Performance of key countries in June 
(All monetary units in local currency) 
Country 
Occupancy  %change
ADR 
%change
RevPAR 
%change 
Germany 68.90% 
12.70% EUR90.97 
15.90% EUR62.67 30.60%
Italy 62.30% 
8.50% EUR136.75 
-3.90% EUR85.26 
4.30%
Russia 67.20% 
16% RUB6000.57
-9.30% RUB4033.35 
5.20%
Spain 67.30% 
9.30% EUR81.23 
2.70% EUR54.63 
12.30%
United 
Kingdom 76.60% 
5.30% GBP84.41 2.60% GBP64.62  8.10%
 Source: STR Global 2010 
 
Germany had the largest occupancy increase, especially in Munich and Frankfurt rising 26.3% to 
77% and 20.7% to 66.5 %, correspondingly. In Italy, Milan reduced 11.5% to EUR77.68 and 
Venice decreased 10.5% to EUR195.74 in RevPAR.  
Totally, in Europe, hotel development pipeline comprises 670 hotels with 117,024 rooms, 
according to the June 2010 STR Global Construction Pipeline Report. Among them, there are 
11084 luxury rooms, 13962 economy rooms, the midscale without food and beverage rooms 
accounted for the smallest portion (7% with 8,206 rooms). At the end of June 2010, there were 
310 projects in the in construction with 57,809 rooms. 
 
1.4.3 Middle East/Africa 
The Middle East/Africa was the only sub region saw the negative growth. However, with the 
help of the FIFA World Cup organized in South Africa, some countries in this area showed the 
large development in the hotel industry. 
  

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Figure 2: Middle East/Africa pipeline by Chain Scale segment for June 2010 
The Middle East/Africa hotel pipeline included 455 hotels with 126,310 rooms, according to the 
June 2010 STR Global Construction Pipeline Report.  
Among the countries in the region, the United Arab Emirates accounted for nearly 50 per cent of 
total rooms in the total active pipeline for the region. There were 54,814 rooms in the active 
pipeline in this country. UAE also reported the most rooms in construction with 29,292 rooms. In 
report, total active pipeline of Saudi Arabia were 16,680 rooms, followed by Egypt (7,332 
rooms) and Morocco (6,047 rooms). 
1.4.4 America 
 The Americas region recorded positive growth in the three key performance metrics.  
 
Figure 3: Year to Date June 2010 change percentage 

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 Four out of seven chain scale segments showed the increase in six months of 2010.  Among 
them, luxury rooms raised largest to US$166.20 in RevPAR.  Argentina, Mexico and Canada 
gained highest increase in all indicators. In United States, hotel transactions in the first six 
months of 2010 gained US$2.2 billion, only in June, occupancy was up 6.9 per cent to 65 per 
cent, average daily rate ended the month with a 1-per cent increase to US$98.33, and revenue per 
available room rose 8 per cent to US$63.87. 
 
Nowadays, “the hotel industry has more than operating performance to contend with”, panelists 
said during the Hotel Data Conference on August 5th 2010.  Many other factors such as natural 
disasters and politics must also be considered. Those direct factors as well as indirect factors can 
be good and/ or bad for hotels. Besides, it is also very important to take into account the growth 
of related industries, for example, airline industry, tourism industry, etc. The recent Iceland 
volcano disaster is a strong evidence of affection of group businesses. This disaster led to shrink 
airline industry all over the world. As a result, many tourists had to cancel their tours and hotels 
immediately suffer the drop.  
Even many countries still suffer from the economic crisis; big hotel companies try to expand 
their operation through increase the number of properties in their franchise list, merger and 
acquisition. There is a truth that more and more tourists, instead of spending money on long 
tours, they enjoy their life in short- time tours to take advantage of their vacation time.  To catch 
up this trend, hotel management try to renew their policy such as providing discount or free stay 
based on booking times so that they can attract more tourists. In general, all hotel management 
tries to improve their service quality to gain customer satisfaction. 

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