German hoteliers emerged as the big winners of the UEFA Euro 2024 tournament, according to data from DidaTravel, a global travel wholesaler. The host country, Germany, saw a significant impact on local tourism during the event.
Bookings through DidaTravel’s platform showcased a remarkable 786% increase in year-on-year bookings for Gelsenkirchen, making it the standout ‘winning’ city. Other cities also experienced substantial growth, with Leipzig at 570%, Dortmund at 329%, Munich at 124%, and Frankfurt at 62%. Additionally, Cologne, Düsseldorf, Stuttgart, Berlin, and Hamburg all benefited from the surge in tourism.
The average daily rate (ADR) for hotels across Germany, based on DidaTravel’s bookings, increased by 35% compared to the same period the previous year. The average length of stay remained consistent at around two days per destination, but there was a notable shift in the booking window, increasing from 17 to 28 days as travelers sought to secure accommodations earlier.
Gareth Matthews, CMO of DidaTravel, highlighted the significance of working with a B2B accommodation partner to source hotels in secondary and tertiary destinations at competitive rates, ensuring availability during high-demand periods like the tournament.
All data presented is derived from bookings made through DidaTravel’s platform and distribution channels, comparing performance from June 28, 2024, to the previous 12 months, as well as the period from June 14 to July 14, 2024, with the same timeframe in the previous year.
