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Marketing research of the hotel real estate market in Sochi (article: 02210 29995)

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1. Characteristics of the supply of hotel facilities within the city of Sochi
1.1. Dynamics of changes in the number of rooms in 2007 - 1st half. 2008 biennium
1.2. Breakdown of the proposal by class
1.3. Commercial terms
2. Characteristics of demand for hotel facilities in Sochi
2.1. Occupancy of hotel real estate objects (by months) in 2007
2.2. Demand structure by purpose of visiting objects (in the format of an expert opinion)
2.3. Demand structure by class of hotel facilities
3. New projects announced in the period September 2007 - September 2008


DIAGRAMS IN REPORT: 18 pcs.
Diagram 1. Dynamics of changes in the number of rooms, 2007-2008, pcs.
Diagram 2. Supply structure by hotel class,%
Diagram 3. Structure of supply by room rate per person per day,%
Diagram 4. Structure of the offer by the cost of a single room for 1 person per day,%
Diagram 5. The structure of the proposal for the cost of a double room for 1 person per day,%
Diagram 6. Supply structure by the cost of a suite for 1 person per day,%
Diagram 7. Supply structure by room rate per 1 person per day off-season,%
Diagram 8. Structure of supply by room rate per person per day per season,%
Diagram 9. Dependence of the average cost of a room per person per day on the hotel's distance from the sea, rubles.
Diagram 10. Dependence of the average cost of a room for 1 person per day on the class of the hotel, rubles.
Diagram 11. Dynamics of the average cost of rooms per person per day, 2007-2008, rubles.
Diagram 12. Occupancy of hotel real estate objects,%
Diagram 13. Occupancy of hotel real estate objects in the village. Krasnaya Polyana, %
Diagram 14. Occupancy of business objects of hotel real estate,%
Diagram 15. Demand structure by purpose of visiting accommodation facilities,%
Diagram 16. Occupancy of accommodation facilities with a medical base during the peak season,%
Diagram 17. Demand structure by hotel class,%
Diagram 18. Demand structure by hotel class in 2007,%

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Transportation difficulties

The development of transport accessibility of Crimea is one of the main tasks. Along with the existing water and auto communication (Kerch crossing) and air (Simferopol airport), it is planned to open the Kerch bridge by 2019 and the launch of the federal highway "Tavrida" by 2018.

A railway connection is a constructor from a trip to Krasnodar or Anapa, and then using the "Unified ticket" (the "Unified ticket" includes: transfer to the port "Kavkaz", a ferry crossing, a subsequent trip by bus through the territory of Crimea - to Simferopol).

There is no railway connection with other cities in Russia and Ukraine.

Power support

The development of tourism in the Republic of Crimea is supported by the government of the Russian Federation through targeted programs with a focus on the integrated development of tourist territories of the Republic of Crimea, the creation of tourism products, methodological support and training of personnel, as well as marketing and image policy, in particular, through the program "Social and economic development of the Republic of Crimea and the city of Sevastopol until 2020 ".

Who goes to Crimea

Today, people go to Crimea for cultural and educational, children's recreation, for active and sanatorium-resort spending time, and of course for eventful events.

After the annexation of the Republic of Crimea to Russia in 2014, there was a reorientation of the tourist flow, and now the main tourists are citizens of Russia (86%).

The number of tourists in 2014 decreased by 2 times, but already in 2015 there was an increase in tourist flow by more than 2 times. At the end of July 2016, Crimea was visited by 2.672 million tourists, which is 26.2% higher than in 2015.

According to forecasts, in 2016 about 5.1 million tourists will visit Crimea. More than half of the tourists are accommodated in the "private" sector.

In general, the "capacity" of Crimea is from 8 to 10 million tourists a year.

A portrait of the main consumer of tourist services in Crimea: these are solvent tourists of the economy and comfort segment, who are interested in medical and health-improving, recreational-sea and cultural-educational tours in Crimea. About 30% of them arrive by their own cars.

On average, they travel 11 days, preferring to see 3-4 tourist destinations in Crimea during this period.

The main tourist flow consists of residents of Moscow and St. Petersburg, followed by guests from Yekaterinburg, Rostov-on-Don, Perm. Also, on weekends in the off-season, the residents of Crimea themselves, in particular Simferopol, come to the coast. Residents of Ukraine make up no more than 10% of the tourist flow. The flow from Moscow and St. Petersburg, according to hoteliers, is about 60%.

Seasonality of the peninsula

The Crimean demand has a pronounced seasonality with peaks in the period June-August, which is a reflection of the seasonality of travel of recreational tourists and the natural features of the region (for example, the warmth of the sea and air). Also, demand increases during the New Year and May holidays... For business tourists who come on a business trip and for MICE tourism, interest in Crimea during the off-season is typical, but it is still too small.

Some of the collective accommodation facilities in Crimea are closed during the period low season and work from early May to mid-September - this is about 37% of the total offer of accommodation on the peninsula.

The average occupancy of hospitality facilities operating all year round is from 38% to 57% per year, the category of departmental sanatoriums shows the best results - in 68-82% of the occupancy. The average occupancy of resorts and hotels throughout the Republic of Crimea by July 2016 was 74%.

Who is stronger: south, west or east

Since the beginning of the year, 40% of all tourists arriving in Crimea have rested at the resorts of the South Coast of Crimea, West coast Crimea - 39%, East coast Crimea - 17.5%, in other regions - 3.5%.

Hotel offer and future prospects

Where to live

Large hotel facilities of the Republic of Crimea, to which the Russian tourist is accustomed, with a capacity of more than 50 rooms, are located on the most popular resorts(South Coast, Feodosia region, Kerch, Sudak, Saki). These are 127 objects with a total capacity of 20 355 rooms. The specified volume includes: hotels (56 objects), sanatoriums (36 objects), boarding houses (34 objects), recreation center (1 object).

The capacity of the room fund is 40,710 people, excluding extra beds.

There are no hotels under the management of international brands on the territory of the Republic of Crimea. After the annexation of the Republic of Crimea to Russia in 2014, all international hotel companies left the market.

As an alternative to the hotel accommodation format, the market offers about 6,000 apartments, 1,300 rooms and 3,300 houses. Crimea is rich in recreational opportunities for campers, including an actively developing offer of car camping. The most famous camping site Chaban-Kale is located near Cape Agira.

How much is Crimea by weight

Crimea has been actively attracting Russian tourists to its beaches for the third season. Popularity of resorts South Shore Crimea, affordable prices, as well as the active development of infrastructure in general - that's what brings tourists back here again and attracts new ones.

The cost of rest for two adults and one child when choosing a 3 * hotel with 3 meals a day for 14 days will cost an average of 140,500 rubles in August, 4 * - 180,000 rubles, 5 * - 370,700 rubles. The average rest time is 8-15 days, tourists who come for 2-3 days are almost absent.

The difference in prices in hotels resort Crimea differs greatly depending on the season, the price for high August exceeds the low March or October by almost 70-100%. Thus, hotel accommodation at the beginning of the season starts from 2,200 rubles per room per day with breakfast in a 3-star hotel.

At the same time, accommodation in apartments and rooms is sold on a hostel basis from 450 rubles / day per person, even during the season.

"All inclusive" in Crimea

Crimean hotels are the leaders in the Russian resort market in terms of all-inclusive hotels. In each of the resorts, tourists have the opportunity to choose such a familiar type of vacation - about 70% of hotels offer full board or all inclusive services. Additionally, Crimean hotels have introduced the Day Pass service (day stay) - it allows you to use the entire infrastructure of the hotel without checking into it.

Openings 2015-2016

• Ethnocentre "Slavyanskaya Derevnya" in Bakhchasarai (formerly "Native Selo") (2016)
• Cinema Park "Viking" on the way from Simferopol to Alushta (2016)
• Club hotel LEXX in Koktebel (2015)
• New buildings of the hotel "Yalta-Intourist" (2015)
• New rooms in resort hotel"Palmira Palace" in Yalta (2015)
• Hotel and water park "Atlantis" in Yalta
• The second stage of attractions in Evpatoria in the water park "Banana Republic" (2015)
• All-inclusive art hotel Azor in Livadia (2016)

Declared hotel properties

Factors influencing the increase / decrease in tourist demand

• Construction of a bridge across the Kerch Strait.
• Expansion and reconstruction of passenger terminals of the airport "Simferopol".
• Launch of the airport in Sevastopol.
• Opening of tourist destinations: Turkey and Egypt. Fluctuations in the exchange rate of the dollar and the euro.
• The work of the Ministry of Resorts and Tourism of Crimea to create a positive image of the region.
• The presence of restrictions for certain categories of citizens of the Russian Federation to travel outside the country.
• Conflict territory: non-recognition of Crimea and the presence of sanctions from the outside European countries.
• Lack of international companies on the market (including banks, hotel operators).
• The flexibility of tour operators.
• Development of entertainment infrastructure.
• Prices for accommodation / food / entertainment are lower compared to the resorts of the Krasnodar Territory.
• Subsidized transportation organized by the Russian government.
• Increasing the capacity of the ferry crossing.
• Liberalization of the visa regime with a number of European countries (Bulgaria, Greece).

To always stay up to date with the news and events of the hotel industry, as well as follow the updates on

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Crimea is an interesting region: on the one hand, it has been one of the main resort areas of the country for over 100 years, on the other hand, despite its unique natural advantages (sea, mountains, air, etc.), the hotel real estate market is still in the stage of its formation. In a word, we can say that in 26 years modern history Crimea was able to reach a new quality level.

According to experts at the Diplomat Residence apartment complex, before the political changes in 2014, the number of international and domestic federal hotel operators was extremely small. Over the past 3 years after the referendum, the situation in Crimea, mainly in its southern part, has improved significantly. Many temporary accommodation facilities have passed official certification, the hotel service of which does not lag behind world standards.

Current situation: supply in the hotel market of Crimea

According to the information of the Ministry of Resorts and Tourism of Crimea, a total of 11 new facilities were opened on the territory of Crimea in 2016. It is noteworthy that 4 of them work according to the “all inclusive” system (a new trend that is gaining momentum in Crimea). More than half of the discoveries took place in the Big Yalta region. And the total number of collective accommodation facilities is about 770, of which 409 are in hotels of various formats, and the rest - sanatoriums, boarding houses, and facilities providing health services.

According to experts of the "Diplomat" Residence apartment complex, the most popular among tourists is the so-called Southern Coast of Crimea (SCC): the cities of Yalta, Alupka, Alushta, Sudak and various adjacent villages. At different periods of time, from 40% to 60% of all tourists who come to Crimea rest in this zone. It is natural that a significant share of the number of rooms is concentrated here, as well as an average higher price indicator for accommodation compared to other areas of the peninsula.

The small number of hotels under the management of international brands is partly due to the small "promotion" of the peninsula internationally. So, at the moment, from those represented in the region, one can single out such networks as: Best Western International (most of the hotels are located in North America) - hotel "Best Western Sevastopol", Premier hotels and resorts (Ukrainian chain) - hotel Premier Palace Hotel Oreanda in Yalta, Russian chain "Atelika" - hotel "Sea corner".

One of the last to enter Crimea was the international hotel chain Rixos, which took over the management of the Mriya Resort & Spa complex, opened in 2014. In addition to the listed, the most professional hotel facilities include Palmira Palace, Villa Sofia, Levant, Villa Elena, Seaside Park, Crimean Breeze, Agora, located in or near Yalta, as well as Riviera Sunrise Resort & SPA (formerly Radisson Resort & SPA) in Alushta.

The most demanded part of the South Coast is the territory of Big Yalta. The total number of temporary accommodation facilities in this area is currently 113. (excluding mini-hotels and guest houses with less than 15 rooms), more than 13,000 rooms.

More than 50% of the room stock falls on sanatoriums. In terms of the number of objects, more than half are various hotels. The largest of them (as well as on the entire peninsula) is the Yalta-Intourist hotel complex with a total of 1186 rooms.

The cost of living in hotels on the Crimean peninsula

According to the experts of the Residence "Diplomat" apartment complex, the cost of living primarily differs depending on the type of temporary stay, the novelty and quality of construction, as well as the geographical location. In the high ("hot") season, which is July-August, the cost of accommodation is usually the highest.

Thus, the average cost for a standard double room in the highest quality hotel complexes in Big Yalta is 12,900 rubles per day. The maximum cost is fixed at Villa Elena Hotel & Residences - 28 395 rubles per day, and in the Premier Palace Hotel Oreanda and Mriya Resort & Spa complexes - about 17 500 rubles per day. In other hotels, the average room rate is about 5,600 rubles per day. It is interesting to note that the average cost of double occupancy in sanatoriums and boarding houses in this area is comparable - 5,300 rubles per day.

A significant part of investments in the renovation of existing and construction of new hotel complexes over the past 15 years came from large Russian companies. At the same time, the scale of investments decreased significantly even during the crisis of 2008-2009. On the eve of it, about 15 hotel properties were announced, many of which were subsequently frozen or postponed indefinitely.

After the annexation of the peninsula to Russia in 2014, not only Ukrainian investors, but also Ukrainian tourists left the hotel market. Thus, there has been an almost complete reorientation of the tourist flow to visitors from other regions of Russia. Initially, this led to a decrease in the number of tourist flows, but then the numbers recovered. If in 2015 the number of tourists amounted to about 46, million people, then in 2016 it has already grown to 5.6 million people. (46.5% of them rested on the South Coast). With the increase in the share of Russian tourists, there is also an increase in the demand for collective accommodation facilities.

Development of new hotel facilities in Crimea

The largest discovery over the past three years was the commissioning of the five-star hotel complex Mriya Resort & Spa in August 2014. The project was initiated by Sberbank, and the British bureau of Norman Foster was involved in its architectural development. This project of reconstruction of the territory of the former boarding house "Mriya" is a landmark not only for the South Coast, but for the whole Crimea. The management of the facility managed to involve the Turkish hotel operator Rixos, who had previously cooperated with Sberbank.

According to the specialists of the Diplomat Residence, among other recent discoveries in the Big Yalta area, new buildings of the Yalta-Intourist and Palmira Palace hotels, commissioned in 2015, as well as the new Atlantis hotel together with a water park should be noted. in 2015, and the Azor art hotel in Livadia in 2016.

Among the promising projects, the Yalta Plaza apartment complex under construction, located in the center of Yalta, should be noted. The estimated completion date for the construction is Q2 2017.

Another potential site could be an investment recreation town in Koreiz, where the administration is preparing for privatization at once three neighboring state sanatoriums: Dyulber, Ai-Petri and Mishor. Also at the investment forum in Sochi this year it became known that the structures of the entrepreneur Igor Chaika are planning the implementation of a new hotel complex in Crimea - on a vacant site, or on the basis of an existing facility. The second option is quite logical in the current reality, since most of plots of interest from an investment point of view have already been built up.

Prospects for the development of the hotel market in Crimea

Speaking about the prospects for the development of the hotel market in the region, one should start, first of all, with the main constraining factors. One of the key problems at the moment is transport accessibility. As such, there is no railway connection - there is an opportunity to get to Anapa or Krasnodar, then on the "Single ticket" through ferry crossing... The same route for those traveling by private transport.

The planned opening of the Kerch Bridge in 2019 will be a key milestone in the development of Crimea, which will greatly facilitate the route to its resorts. In addition to this, the construction of the Tavrida highway from this bridge to Sevastopol will also improve the transport logistics of the peninsula.

Another important stage in the development of transport accessibility is work on the expansion and reconstruction of airport terminals in Simferopol, as well as, in the future, consideration of the possibility of launching airports in the cities of Sevastopol and Kerch (worked until 2008). All these measures will increase the flow of visitors to the peninsula, the potential of which, according to various estimates, is at the level of 8-10 million people per year.

It is also worth noting that the infrastructure has not yet been fully restored, which is faced by a significant number of sanatoriums and hotels. To solve this problem, as in any large-scale development project, well-coordinated work of both government agencies and private investors is required. In particular, to work out these tasks, the program "Socio-economic development of the Republic of Crimea and the city of Sevastopol until 2020" was created.

It involves the allocation of five tourist and recreational clusters (Evpatoria, Saki, Leninsky District, Chernomorsky District, Koktebel), within which it is planned to create infrastructure facilities necessary for the tourism industry. According to this program, 22.5 billion rubles were allocated from the federal budget for their financing. At the same time, in all clusters it is planned to allocate investment sites to attract private investment in the construction of infrastructure tourism facilities. According to available information, there are 22 investment projects currently under implementation for a total of 15.8 billion rubles. In total, in 2016, about a hundred investment applications were considered for a total amount of about 80 billion rubles. (about half of the applications fell on the South Coast region). And during the year, 21 agreements were signed in the field of development of resorts and tourism for 15.6 billion rubles.

Tatyana Mazaeva, Director of the Sales Department of the Diplomat Residence, notes: “The implementation of large-scale government programs to support the tourism industry is usually long-term. What could have been done in the current situation (for example, to increase the capacity of the airport and the ferry) has already been done. However, in the future, any significant changes in the hotel market are possible only after the completion of major infrastructure programs (such as the construction of the Kerch bridge). In the current realities, each project must be weighed from different sides and carefully work out its concept. "

In a word, Crimea with its natural resource, unique and unrepeatable climate, as well as rich history is one of the most promising resort areas in Russia, and even the whole of Eastern Europe. And in the future, with a competent, systematic approach, its potential will be realized in the coming years.

The material was prepared by the specialists of the company Residence "Diplomat"