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Scotland’s hotel sector must capitalise on robust summer trading to reinvest in property quality and long-term sustainability, industry leaders have warned at a webinar hosted by HotelPartner Revenue Management and the Scottish Tourism Alliance.
The meeting revealed that while international demand remains strong, domestic leisure travel is still under pressure. Speakers highlighted that 31% of current visitor spend comes from the luxury market, which increasingly attracts younger demographics looking for premium breaks.
While Edinburgh and Glasgow report resilient revenue growth, a projected 16% supply expansion in the capital is expected to create highly competitive local trading conditions. The sector is also adjusting to shifts in travel planning, with data indicating that 40% of visitor journeys now originate through AI search tools.
Marc Crothall, chief executive of the Scottish Tourism Alliance, said: “The mood music is positive, but we need to make enough hay in the summer to allow businesses to invest in the dark season. There’s lots to play for, but the margin is challenging.”
Hotel advisor, Ian Stokes, added: “My feeling is that the summer is going to be OK, but we need to think about October, November and December, about how to attract the domestic visitor.”
