More than 80% of West hotels and tourism businesses suffered a decline in bookings last year as the London Olympics, economic gloom, and wet weather combined to keep visitors away from the region.
And so far this year is not looking much better, with 90% reporting fewer or no change in booking levels.
The grim figures emerge from the latest snap-survey of tourism sector by West accountancy firm Bishop Fleming, which has an office in Bath.
The survey shows that more than a third of West hotels and tourism businesses (36%) predict a reduction of up to a 10th in their income, although 54% predict it will be unchanged or increased by up to a 10th.
While more than half of respondents (54%) have seen little change in UK or overseas bookings so far this year, just 9% report an increase in overseas bookings.
Germany remains the biggest source of overseas bookings for most West tourism businesses (45%), followed by the US (18%) and both France and the Netherlands at 9%.
One bright spot was that almost half of the respondents (45.5%) reported a massive increase in online bookings – with all other respondents accepting that online bookings have become much more important.
Head of Bishop Fleming’s hotels & tourism team Will Hanbury said: “As a result, almost two thirds (63.5%) have decided to change and expand their online booking facilities.
“More importantly, a massive majority (82%) have decided to change their product, their marketing, and their online presence as a result of the lessons they’ve learned from all that has been happening in the market.
“This is crucial for the West’s prospects in the fiercely-competitive tourism market. This region has superb potential to prosper in that market, but it cannot be complacent and rely on an out-dated model of traditional seaside holidays.”
