Special Market Report Issue 19 - SOCHI - Hotel, Tourism and Leisure

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Special Market Report Issue 19 - SOCHI - Hotel, Tourism and Leisure
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Hotel, Tourism and Leisure

Special Market Report
Issue 19 - SOCHI
Special Market Report Issue 19 - SOCHI - Hotel, Tourism and Leisure
Special Market Report                                                Issue 19 - SOCHI

Aerial view of Krasnaya Polyana from Aibga Peak - to host the snow events (alpine and nordic) of the 2014 Winter Olympics

POTENTIAL ABOUNDS FOR                                               WHAT HAS CHANGED IN THE HOTEL SCENE
SOCHI’S TOURISM INDUSTRY                                            IN SOCHI OVER THE LAST THREE YEARS,
                                                                    AND WHAT IS AHEAD OF IT?

When was the last time the                                          Probably more changes than over the last 50 years
winter Olympics were held in                                        combined.

a beach resort destination                                          Save for Moscow, Sochi today has by far the largest
with a subtropical climate?                                         concentration of new hotel rooms and global hotel
                                                                    brand presence anywhere in Russia, according to
However, other than the existence of an established                 research compiled by Horwath HTL.
beach destination, climate and the mountains,
enormous efforts have been required to make an                      Sochi is the only city in Russia where you can walk
Olympic event possible in Sochi, Russia.                            to thousands of new hotel rooms and apartments
                                                                    within 20 minutes from one another.
Not least of all, it required updating an antiquated
tourism and transport infrastructure, completing                    According to Horwath HTL, more than 9,000 hotel
mountain installations and creating from scratch a                  rooms will have opened by the start of the Olympics
hotel industry of global standards.                                 or shortly after under either global or regional brands.
                                                                    This represents a combination of franchised,
                                                                    corporately operated or third-party managed hotels.

www.horwathhtl.com                                                                                    TM
Special Market Report Issue 19 - SOCHI - Hotel, Tourism and Leisure
Special Market Report                                      Issue 19 - SOCHI

Mzymta River, Adler

This addition of 30 hotels is mind boggling when           DESTINATION SOCHI
compared to the single internationally branded
property existing prior to the influx of the new hotels
                                                           Sochi is a destination with
opening over the last 24 months, but typically over the    two peak travel seasons:
last two to four weeks.
                                                           summer and winter. Any
The brands include Azimut Hotels and Heliopark,            resort destination envies
representing locally established chains; Golden Tulip;
Park Inn by Radisson; Radisson Blu; Mercure; Swissotel;    such potential anywhere.
Marriott; Capella Hotel Group’s Solis; Tulip Inn; Hyatt
Regency; Pullman; Rixos; and eventually Courtyard by       WHAT IS WIDELY REFERRED TO AS SOCHI
Marriott, JW Marriott and Extreme (the first ever sports   CONSISTS OF THREE DISTINCT COMMUNITIES.
hotel under the known media brand in a ski destination
opening post-Olympics).                                    Sochi, the established seaside city with its own concert
                                                           hall, theatre, parks, cultural attractions, cruise ship
A number of the properties are operated by Interstate      terminal, marina and port facilities, is Russia’s best-
Hotels & Resorts under franchise agreements or             known summer beach and health resort destination.
without brands. The diversity is compelling, yet
representing a cross section of opportunistic branding     The coastal zone of Adler and Imeretinskaya Lowland
selections and solutions for a variety of reasons.         is the transportation hub and the newly built sports
                                                           and entertainment center of the destination. With
                                                           the exception of the airport, the entire infrastructure
                                                           was built here during the last five years, including
                                                           fast-train connections to Sochi and the mountains;
                                                           sports facilities such as the Olympic stadium,
                                                           ice hockey and figure skating arenas; new holiday
                                                           villages; globally branded hotels; apartments; and
                                                           shopping and entertainment districts, featuring
                                                           Russia’s first theme park.

www.horwathhtl.com                                                                       TM
Special Market Report Issue 19 - SOCHI - Hotel, Tourism and Leisure
Special Market Report                                      Issue 19 - SOCHI

Lake Kardivach, Sochi, the Caucasus

Finally, the mountain cluster 40 kilometers (24.6 miles)   THE POTENTIAL ABOUNDS
from the beaches with ski lifts, mountain installations,
and a host of newly built globally branded hotels
                                                           Russia, the CIS countries and
ranging from mid-market to luxury positioning              the former republics boast
comprises the third community.
                                                           a massive and emerging
Few mountain resorts can boast a global airport with       market size of 280 million
fast-train or highway connection within a 30-minute
reach of the ski lifts, the beaches and rich cultural      people, the majority of which
traditions.
                                                           only speak Russian.
This Black Sea coast resort is also home to diverse
                                                           The comfort in traveling within a Russian-speaking
southern cuisines, locally grown fruits and vegetables,
                                                           environment is an advantage in this region for a long
and a mix of cultures dating back to more than 1,000
                                                           time to come. With minimal exceptions, this same
years.
                                                           market has no alternative in Russia, certainly not of this
                                                           scale, capacity and modernity when it comes to
While all of these attributes further reinforce the
                                                           beaches, skiing, mountain activities and now world-
enormous potential for tourism, the focus to date has
                                                           class sports facilities with established and further
been solely on the completion of the Olympics-related
                                                           developing air accessibility.
infrastructure and facilities.

                                                           Enormous potential exists. This potential needs to be
It is imperative to point out, however, that the
                                                           developed and coordinated to be exploited.
collection of world-class sports facilities, modern
infrastructure, brand new hotels, mountain and
conference resorts, and skiing facilities is simply not
enough for success. The challenges to make it a success
are as enormous as the potential.

www.horwathhtl.com                                                                       TM
Special Market Report Issue 19 - SOCHI - Hotel, Tourism and Leisure
Special Market Report                                       Issue 19 - SOCHI

Sochi, Russia

The mountain developments for the Olympics were             Given the ownership structure, the likelihood of finding
in private ownership so planning and development            the solution for creating the necessary platform to
started soon after winning the hosting rights for the       influence the required decision making is very strong.
games. However, the coastal cluster has waited for          Thus, the ability is only a matter of will to bring about
years to “find” takers.                                     the necessary conditions for Sochi as a destination to
                                                            succeed after the games.
To incentivize investors, the state has built the
infrastructure and provided the land for development.       Sochi’s winning gold is that it’s practically handing over
                                                            brand new infrastructure, and hotel capacities for a
The hotels and apartments, part of which built as           tourism destination is a massive impetus for generating
vacation real estate for sale, are adjacent to the sports   supply-driven demand.
facilities, the country’s only western-style theme park,
and, post-Olympics, the largest shopping center of          The hotels alone, however, are lost without the support
the destination, a convention center and the brand          of a city tourism organization, convention bureau,
new Formula 1 circuit that will host the first F1 event     destination management companies, travel
in Russia during October.                                   intermediaries and airlines.

The owners of the public facilities are the federal         Sochi’s airport is privately owned. It has the capacity
and regional governments. The majority of hotels,           to handle twice as much volume as it does today.
attractions and real estate developments are in the         Airlift is a key to success for Sochi, and it would seem
ownership of the country’s largest interest groups.         reasonable to assume that economics will prevail
                                                            in creating the conditions that will generate the
                                                            necessary passenger volume to earn more fees as
                                                            opposed to being an obstacle to growth.

www.horwathhtl.com                                                                        TM
Special Market Report Issue 19 - SOCHI - Hotel, Tourism and Leisure
Special Market Report                                       Issue 19 - SOCHI

Sochi Maritime Terminal, Russia

What are the requirements for Sochi to succeed?
• Safety is taken for granted.                              • The convention market already knows Sochi. With
                                                              the new facilities and the country’s largest
• Sochi is not “left behind” with the Olympic Games           concentration of brand new hotel rooms and
  over, and the federal and regional governments are          accommodation facilities, the unique year-round
  committed to the conversion of main Olympic                 climate will reinforce its attraction as a venue for
  facilities for the long-term benefits of the                large national and international events.
  destination, which is completed to the level of
  landscaping commensurate with any resort of this          • Due to the available facilities gaming has a
  calibre.                                                    significant potential subject to its authorization by
                                                              the government to further enhance year-round
• The airlines and the airport will foster tourism            visitation and attract global markets even in the
  development by helping to make Sochi an easy-to-            event that the existing strict visa regime remains in
  reach destination year round by domestic and                place.
  regional scheduled and charter flights.
                                                            Winning gold in the case of Sochi is not an
• The Sochi brand is properly built up and promoted         achievement, but the obligation to take on the
  aggressively on the success of the Olympics.              responsibility of continuing to build on this new
                                                            foundation.
• An organization is established with full responsibility
  for the development and promotion of tourism as an        The hotel sector is there to lend a hand, but to fill
  independent professional body, staffed by                 rooms year round requires a lot more than what exists
  experienced professionals with global destination         in the forms of bricks and mortar in Sochi today.
  marketing and tourism management background.

www.horwathhtl.com                                                                        TM
Special Market Report                                   Issue 19 - SOCHI

The tourism industry                                    WRITTEN BY:

backed by vision, leadership,
professional drive and
common sense has the
ability to make a difference.
Sochi could even be referenced as a sample of tourist   MARIUS GOMOLA
destination development inspired by the hosting         Managing Director
of global sporting events.                              Horwath HTL Russia
                                                        Horwath HTL Hungary

If achieved, the successful redevelopment would         email: mgomola@horwathhtl.com
not only reflect positively on the regional economy
but also become the source of pride and positive        Marius has built his hospitality industry management
energy - large doses of which are required daily        and consulting experience in Canada with leading
in today’s Russia.                                      hospitality companies. He has been involved in more
                                                        than 400 projects, including a wide range of project
                                                        feasibility assessments for hotels, resorts, serviced
                                                        apartments, youth hostels, golf courses, convention
                                                        centers, spas and vacation ownership.

                                                        Marius specializes in due diligence, acquisition and
                                                        disposition strategies, valuations of single assets and
                                                        portfolios. Marius has been instrumental in completing
                                                        many “firsts” in central and eastern Europe and Russia
                                                        when it comes to branding, guaranteed management
                                                        contracts, franchise deals and lease agreements.

                                                        Recently, in addition to being one of the principal
                                                        shareholders and managing director of Horwath HTL
                                                        Hungary and Horwath HTL Russia, Marius has included
                                                        the brokerage of hotel real estate and related corporate
                                                        finance activities through HTL Capital Advisors, a new
                                                        global venture of principals of Horwath HTL.

www.horwathhtl.com                                                                     TM
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