Last week, the entire nation of England united in a fervour of patriotism as our team reached the finals of the Euros! The passion was palpable, with flags proudly displayed on homes, pubs, and hotels.
In Chester, a roundabout was even painted to resemble the England flag. Across the country, it felt like a national holiday as businesses closed early, allowing everyone to gather and watch the game.
This surge of national pride not only showcased our love for football but also brought substantial benefits to the hospitality sector. Let’s delve into how the Euros impacted pubs, hotels, and the broader community.
Increase in Bookings & Revenue
When a game is on, it’s common for fans to head to their local pub with friends and family to watch, but the Euros take this tradition to a whole new level. Pubs overflow with passionate fans, transforming the games into major patriotic events.
The atmosphere is electric, with supporters decked out in team colours, chanting, and celebrating together. It’s more than just watching football; it’s a communal celebration of national pride.
In the last month, the average room rate in Berlin increased by 18% to reach €189, up from €160 in 2023. This highlights the significant impact the Euros have on the hospitality industry.
Additionally, some pubs in the UK increased prices on match days, boosting their revenue.
Many Brits make a full day out of the event, arriving at pubs as early as 4 PM, four hours before the game starts. This extended patronage is a significant boon for pubs and bars, resulting in increased sales and revenue, further highlighting the economic benefits of the tournament for the hospitality sector. Last Friday, Trade group UKHospitality stated that pubs and bars will see a £120m boost in revenue over the weekend of the Euros.
Local Community Engagement
The Euros also provide businesses with a golden opportunity to build relationships with new customers. With venues likely to attract fresh faces, it’s the perfect time to foster long-term loyalty.
By offering an exceptional experience on game day, pubs and bars can convert these first-time visitors into regular patrons, ultimately boosting their customer base and ensuring repeat business well beyond the tournament.
Moreover, the chief executive of Night Time Industries Association, Micheal Kill stated that due to the major support form England fans it has allowed venues and businesses to “momentarily set aside our daily struggles” as the sector generated nearly £1 billion in additional revenue during the whole tournament.
Kill expressed that even though England didn’t win the Euros, they “saved our sector” by driving millions of pints in sales and filling pubs and venues with eager fans.
Employment Opportunities
With the surge of guests in venues, businesses required additional staff to meet the demand. Many establishments could confidently hire more employees, knowing the increased revenue from game days would cover their wages.
Before Sunday’s final, staffing platform Brigad estimated that three-quarters of hospitality businesses would need extra staff.
This influx not only supported existing staff but also provided temporary job opportunities, showcasing the economic boost the Euros brought to the hospitality sector.
Negatives
The only downside of the Euros is that other events and businesses often close early or cancel. For instance, Wireless Festival ended early on Sunday to allow attendees to watch the football, which reduced their sales.
Similarly, many restaurants closed early to save on labour costs and let staff watch the game.
Comedian John Bishop even rescheduled his Wolverhampton show to the afternoon, causing potential inconvenience for fans needing refunds or rescheduling. However, this also prevented potential audience drop-offs from those prioritizing the football too.
The Euros not only unite the nation in a wave of patriotism but also bring significant economic benefits to the hospitality sector.
Despite some businesses closing early or rescheduling events, the overall impact is overwhelmingly positive. The tournament boosts revenue, creates job opportunities, and fosters long-term customer relationships, proving that the power of football extends far beyond the pitch.
If you are passionate about the hospitality industry, then join our free online community – https://www.facebook.com/groups/thehospitalityheroeshub
Source: Euro 2024: ‘We won’t run out of beer’ – Pubs prep for final – BBC News
Source: England team ‘saved’ night-time sector, industry boss says after Euros defeat | Shropshire Star
Source: https://www.siteminder.com/news/uefa-euro-germany-hotels/
Source: https://www.liverpoolecho.co.uk/whats-on/john-bishop-warns-fans-theres-29518693
