Hotel winners & losers. Where revenue is growing and where the industry is struggling

Hotels in Sweden in 2024:
An overview

After a couple of turbulent years, the Swedish hotel market has stabilised, but developments vary depending on where in the country you look. In general, hotel prices have increased, but this does not mean that all counties have seen a positive development in profitability.

Several factors have affected hotels' revenue in 2024:

• Inflation and cost increases
  Higher operating costs have forced many hotels to raise their room rates.
• Increased tourism in some regions
  Popular tourist destinations have seen stronger demand, while some regions have found it more difficult to attract business travellers.
• Major events and conferences
  Cities that have organised major events have seen a boost in revenue.
• Competition from alternative accommodation
  Airbnb and short-term rentals have continued to impact the industry, especially in big cities.

The winners: Counties with the strongest growth

Stockholm County: Tourism is back in earnest

• Increased demand for business travel and tourism is driving up hotel prices.
• Events such as Eurovision and major sporting events have filled the rooms.
• Continued growth of luxury and boutique hotels attracting high-paying guests.

Västra Götaland County: Events and trade fairs boost hotels

• Gothenburg's hotels have raised their prices without losing occupancy.
• Events such as Way Out West and the Book Fair are creating a hotel boom.
• Summer tourism along the Bohus coast is attracting more visitors than in previous years.

Norrbotten County: Nature tourism drives up prices

• Strong international demand for unique experiences like the Ice Hotel.
• Longer winter season means more hotel nights.
• Expanding infrastructure, such as improved air links, makes the region more accessible.

The losers: counties with weak or negative development

Västernorrlands län: Business travellers decreasing

• Reduced demand from businesses is negatively affecting hotels.
• Greater competition from long-term rentals and corporate housing.
• Lower tourism compared to coastal cities further south.

Kalmar County: Summer tourism is not enough all year round

• The seasonality of hotel revenues makes it difficult to maintain consistent RevPAR.
• Higher operating costs affect the profitability of smaller hotels.
• More visitors are choosing short-term rentals over traditional hotels.

Skåne County: Fierce competition puts pressure on hotel prices

• Airbnb and other short-term rentals are taking a larger market share.
• Malmö has seen an increase in the number of hotels, leading to price pressure.
• Business travel has not fully recovered from the pandemic.

4. What is driving the changes?

Several factors influence the development of the hotel market in Sweden. According to an analysis by Statistics Sweden (SCB) the hospitality industry has seen an increase in profitability in the first half of 2024, despite economic challenges such as high inflation and declining real wages. This suggests that consumers continue to prioritise these services, which benefits the industry.

But the positive trend does not apply equally to all regions. While some counties have benefited from strong demand and rising hotel prices, others have seen more challenging developments. It is clear that it is not a coincidence which regions are making strong progress and which are lagging behind - behind the numbers are concrete trends and factors driving the changes. Here are some of the most crucial elements affecting revenue in Sweden in 2024:

Tourism recovery and changing travel behaviour

Since the pandemic, travel has gradually returned to normal levels but with some differences. International visitors have increased, but they often choose niche experiences, such as northern Sweden's nature tourism or exclusive boutique hotels in big cities. At the same time, Swedes have become more price-conscious and sometimes choose alternatives such as Airbnb or shorter hotel stays.

Events and conferences

Cities that organise major events see a direct increase in hotel revenue. Stockholm, Gothenburg and Malmö have had strong years thanks to concerts, fairs and sporting events. For smaller cities without these draws, it is harder to attract visitors in the off-season.

Digitalisation and optimisation

Hotels that effectively use dynamic pricing and booking optimisation have a competitive advantage. By adjusting prices based on demand and occupancy, hotels can increase their RevPAR. Those that do not adapt, however, risk falling behind.

Economic factors and cost pressures

Inflation, higher energy prices and increased labour costs have forced many hotels to raise their prices to remain profitable. At the same time, consumers are more price-conscious, which means that some hotels are experiencing a drop in occupancy despite higher room rates.

5. Conclusions and future prospects

Large differences between regions

2024 has shown that the hotel market is far from even across Sweden. Major cities and tourist-dense areas have benefited from increased demand, while business traveller-dependent regions and smaller tourist resorts have had a tougher time. This trend is expected to continue, which means hotels will have to adapt to changing travel patterns.

Opportunities to improve profitability

• Focus on unique experiences
  Hotels that offer more than just a room find it easier to attract guests.
• Dynamic pricing and smart booking solutions
  The right pricing strategy can make a big difference to revenue.
• Sustainability and digitalisation
  Travellers are increasingly demanding environmentally friendly and technically convenient solutions.

Forecast: What will happen to the hotel market in 2025?

According to another report from Visit Sweden tourism to Sweden is expected to continue to grow in 2025. Foreign visitors in particular are attracted by unique nature experiences and a cooler climate. This means that hotels in tourist-dense regions may benefit from international demand, while other areas may need to adapt to attract more visitors.

Hotel

The future of the hotel industry in Sweden looks both promising and challenging. If current trends continue, we can expect RevPAR to continue to increase in major cities and tourist areas, while smaller cities and regions that rely on business travellers may find it more difficult to maintain profitability. Competition from short-term rental services such as Airbnb will also continue to impact hotel revenue, especially in popular destinations where alternative accommodation is becoming more common.

Adaptation and new technologies

At the same time, we are seeing more hotels embracing technology and digitalisation to optimise their revenue strategy. By using dynamic pricing and smart booking management, hotels can adapt to demand and maximise their occupancy. In addition, sustainability is becoming an increasingly important factor for travellers, allowing hotels that invest in eco-friendly solutions and energy efficiency to gain a competitive advantage.

Hotel operators need to be proactive, adapting to the market and investing in the right strategies to keep visitors coming back.