The European Football Championship in your own country is not just a highlight for many fans. Retailers are also hoping for momentum for their own business. But not all industries are so optimistic.
Less than four weeks before the start of the European Football Championship in Germany, industry associations are looking forward to the major event with mixed expectations. While retailers in particular are expecting a positive boost, hotels and restaurants are still showing some reservations.
Retailers are expecting additional sales of 3.8 billion euros, the German Retail Association (HDE) announced in Berlin on Tuesday. The estimate is based on a representative survey by HDE and the market research company Appinio.
Sales development depends on the course of the tournament
In addition to food, fan items are particularly in demand. Almost one in three people is interested in fan items such as scarves, flags and decorative items. Sporting goods as well as home and garden products, toys and electronics are also popular. 60 percent plan purchases of between 51 and 200 euros, one in five more. The European Football Championship takes place from June 14th to July 14th.
“In the retail sector, major sporting events always stimulate sales. This year’s home European Championships could boost consumption in individual sectors and product groups,” said HDE Managing Director Stefan Genth. The development of sales is also related to the course of the tournament and the performance of the German team.
Mixed picture at hotels and restaurants
Regardless of the success of the German team, hotels and restaurants in the country are primarily looking at their booking situation ahead of the European Championships. According to a recent survey by the German Hotel and Restaurant Association (Dehoga), the figures so far show a rather mixed picture, said Dehoga General Manager Ingrid Hartges.
While 29.4 percent of the companies in the host cities recorded better booking levels in the EM period compared to the previous year, 34.6 percent reported a deterioration. The booking status is constant at 36 percent. “Even if not all hosts benefit directly from a mega sporting event like the European Championships, the possible positive effects on improving the mood in the country and strengthening Germany as a tourism location should not be underestimated,” said Hartges.
Lots of searches on Airbnb
According to its own information, the platform operator Airbnb has recorded a significant increase in searches for accommodation at the venues during the European Championship period. Searches for Airbnb accommodation in these cities during the tournament months increased by over 100 percent compared to summer 2023.
Accommodation costs an average of 178 euros per night during the European Championships, while Airbnb private rooms cost 88 euros, the portal said. The average length of stay is three days. Most overnight stays were booked in Berlin (42 percent) and Munich (14 percent). Bookings from guests from Germany are followed by the United Kingdom, the USA and France.
Lots of bookings from the UK
On the booking portal Booking.com, travelers from Germany also come first in bookings, followed by the United Kingdom, Spain, the USA and the Netherlands. The portal reports that searches for accommodation among travelers from the United Kingdom have more than doubled compared to the previous year (+140 percent).
According to specially collected data, Berlin, Munich, Hamburg, Cologne and Frankfurt are the most popular venues for a stay during the European Championships. Of the ten venues, Düsseldorf (+ 50 percent) and Gelsenkirchen (+ 32 percent) have the highest increase in search queries from travelers compared to the previous year.
“In the long term, major events such as football tournaments have a positive impact on the German tourism sector, accommodation providers and consumers,” said Booking.com. This leads to an increase in spending not only in the accommodation industry, but in the entire tourism industry.
Source: Stern
