Hotel Futures Studies

In order to provide local planning authorities, destination managers and inward investment agencies with good quality data and intelligence on hotel sector performance and development potential, Hotel Solutions has developed a specialism in strategic Hotel Futures Studies to help inform and support:

  • Planning policies for hotel development
  • Decision-making on hotel planning applications, development briefs and masterplans
  • The allocation of hotel sites
  • Issues surrounding hotel retention and managed loss
  • Hotel investment marketing  activity
  • Hotel sites marketing
  • Destination marketing strategies
  • Inward investment activity


Hotel Futures Studies can be undertaken at a regional, county, city, district, borough or town level. They typically comprise the following main elements of research:

  • An overview of national trends in hotel demand and development activity, as well as prospects for growth
  • A review of current hotel supply in the destination and recent and planned hotel development
  • An assessment of current hotel demand – through structured interviews with hotel managers and owners
  • A review of tourism, economic development and regeneration strategies to assess what impact they will have on future growth in  demand for hotel accommodation
  • Projections of possible future growth in hotel demand and the resulting requirements for new hotels
  • Identification and assessment of hotel sites relative to hotel developer requirements
  • A survey of national and regional hotel developers to assess their interest in potential hotel development locations and any perceived obstacles to investment


Additional modules of research that can also be undertaken include:

  • A local company survey
  • Surveys of other potential hotel users e.g. conference buyers, coach tour operators
  • Research into hotel performance and development in comparator destinations
  • Case studies, for example of particular hotel products or types of deal that have helped make development happen
  • Hotel investment seminars to disseminate study findings to relevant audiences


Key outputs from Hotel Futures Studies include:

  • Conclusions on hotel development opportunities by location, in terms of size and standard of hotel
  • The identification of the best sites for particular types of hotel development
  • Recommendations for planning policies for hotels and any supplementary guidance required
  • Named hotel developer contacts for further follow up
  • Hotel investment action plans outlining how to make hotel development happen