MARTINIQUE HOTEL OCCUPANCY SHOWS SLIGHT DECLINE IN 2023

Martinique is currently experiencing its busiest tourist season. However, the latest hotel occupancy data collected by INSEE does not show any improvement. The data, while not catastrophic, shows a slight decline in the number of foreign tourist nights, hotel occupancy and arrivals from France.

Lack of American and European visitors

A total of 270,900 overnight stays in hotels in Martinique were recorded in the third quarter of 2023; This represents a decrease of 3.6% compared to the same quarter last year. The decrease in hotel occupancy rate was largely due to the 18.0% decrease in the number of overnight stays by foreigners. The decline mainly affected customers in Europe (-22.6%) and the United States (-23.9%), which accounted for 66.6% and 7.1% of overnight stays from abroad, respectively.

There was also a slight decrease (-1.8%) in the number of customers from France, which accounts for 90.7% of stays in the Martinique hotel sector. In the third quarter of 2023, 245,600 overnight stays were recorded in hotels from this customer.

More Canadian tourists

The Martinique Tourism Committee (TMC) has made attracting Canadian visitors a top priority and will be rewarded for their efforts with seven flights per week during peak season. While foreign overnight stays accounted for 19.1 percent of Canadian tourists, their number increased by 7.6 percent. However, we do not yet know whether this influx of visitors from North America will significantly benefit Martinique hotels, as some of these travelers simply board cruise ships.

TMC expects to attract 30,000 Canadian visitors and is currently evaluating the impact of a new open line between Toronto and Martinique aimed at attracting English-speaking customers. The final evaluation of this new service will be made at the end of the high season.

The coming months should be promising

Martinique hoteliers are optimistic about the end of the high season, as occupancy rates in January, February and March look better than ever. However, uncertainty will continue until April.

Hoteliers are concerned that 22% of customers who booked flights a month before their stay are no longer able to do so. This is because last-minute discounts on flight tickets are no longer available and hoteliers are unsure how these travelers will react. They may postpone their stay or choose to go elsewhere.