The different interested parties within the federal city of Bonn (hoteliers, city administration, company representatives and tourism representatives) controversially discussed the situation in the hotel industry and the opportunities for existing hotels or for possible new hotels. The leading Bonn DAX companies complained about insufficiently quantitative and qualitative offers in the accommodation market that were often influenced by small-scale, privately controlled hotels. On the other side, the Bonn hoteliers saw themselves before the background of the then new hotel projects (e.g., Kameha Grand, Intercity Hotel) and as being subjected to a strengthened competition, while at the same time during the promotion of economic development, further requests for hotel developments were being received.
The Bonn economic development representatives needed certified and objective statements from a neutral side in regard to what extent the local hotel offers corresponded to the current and future market standards and what potential the Bonn accommodation market offered. The goal was the designation of the future need for hotel beds and ascertainment of that need in view of category, capacity and location preferences.
In a kick-off meeting with representatives of the city Bonn, the objectives of the study were first defined in detail and the challenges and potentials of the city were discussed. In the first research phase, the Bonn hotel market was analysed in detail and segmented. The accommodation offers in Bonn and in the surroundings were ascertained and qualitatively split up (competitive capacity, price level) into the individual districts. Moreover, random hotel inspections were also carried out. To discern the demand splits in Bonn and what needs and price tolerance the individual target groups indicated, numerous conversations and questionings were carried out with experts along with the long-term analysis of the available statistics. Moreover, individual conversations with representatives of the conference and conventions centre of the city, with the director of the tourism organisation, local hoteliers, representatives of the hotel industry in Bonn and North Rhine-Westphalia as well as with national tour operators were included. In addition, a written survey of the Bonn large-scale businesses was conducted in order to capture the demand-sided interests.
The combined results of the investigations flowed into a detailed breakdown of the entire demand in those segments. The specific characteristics of the respective segments were presented in detail. On the basis of the planned infrastructural changes in the city, the planned marketing actions and before the background of the general market developments in Germany, the demand potentials were evaluated for the individual segments. On the other side, the future hotel offers were qualitatively and quantitatively compared on the basis of the current hotel projects.
The results indicated that a strengthened competition would briefly appear on the medium-term horizon. Additionally, gaps in the medium and long-term appeared in the economy and low budget segments of the market. Recommendations with concrete room data were delivered for these segments. In addition, recommendations were given as to what measures the city should take to present itself as a competitive destination and what action possibilities the local hoteliers held to position themselves with lasting effect against the competition. On the basis of this study, the promotion of economic development is now able to meet hotel inquiries with qualified statements and guide the hotel development in the city while taking into account the needs of the hoteliers in current residence.