HomeHotspotsSportsEURO 2024: Effects on Hotel Demand in Munich 

EURO 2024: Effects on Hotel Demand in Munich 

Euro Cup
Updated: 31st May

Germany is hosting UEFA’S EURO 2024, bringing football (soccer) enthusiasts from across the globe to ten dynamic cities, including Berlin, Munich and Frankfurt. These cities, known for their rich cultural heritage and modern amenities, are poised to offer an unforgettable experience for visitors. The influx of fans across Germany provides a golden opportunity to showcase Germany’s hospitality, boost tourism and enhance the local economy.

Here are some of the latest trends from World on Holiday:

Rise in Demand for Luxury Hotels for the Opening Ceremony

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Source: Adara, A RateGain Company

We are seeing a 62% year-over-year rise in bookings of luxury hotels in Germany. ADRs have also surged by 120% week-over-week for the opening ceremony in Munich, increasing from an average of $186 to $410 during June 12-14, 2024.

Solo Travel Dominates; Patterns Differ for Inbound vs. Domestic
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Source: Adara, A RateGain Company

Most of the hotel bookings in Munich for the EURO 2024 Opening Ceremony are by solo travelers. However, the share of solo travelers from within Germany is higher at 84% of all bookings. For international origin markets, the share of bookings by solo travelers is 63%. A higher share of couples is expected from the UK and Austria compared to the home country.

Trips are Getting Longer
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Source: Adara, A RateGain Company

The average length of stay (LOS) in Munich during the week of the opening ceremony is 50% higher than usual. Hotel bookings are on average 3.3 days long, while the average LOS based on return flights is 16.7 days.

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