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This year, we've seen the pendulum swing on the stock market. Hotel owners are feeling bearish and wondering whether they should exercise caution as we approach 2008. It's easy to understand why. According to PricewaterhouseCoopers LLP, the tie between the economy and the hospitality industry is extremely high. The correlation between lodging demand and the U.S. Real GDP was 1.2 for 24 consecutive years from 1967 through 1991. If the economy grew by one percent, then the lodging demand would increase by 1.2 percent. If the economy sees growth, the hospitality industry is up, but if the economy is in a slump, the hospitality industry slides as well.
It's clear why the overall economy and hospitality industry are so strongly correlated - a struggling economy stops many people from consuming luxuries. Extended vacations are among the first expenses consumers cut. Corporations also are decreasing travel budgets, as they tighten belts in uncertain economic times.
Rather than trying to predict the market, hoteliers can look into the future and make investments that set the stage for explosive growth when the economy takes off. Instead of reacting to today's economy, hotel owners can prepare for tomorrow's.
Today's marketplace offers hotel owners a perfect opportunity to ...
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