Driving Success in Scotland's Hospitality & Accommodation Sector

The hotel market in Scotland has seen mixed performance this year, driven largely by an increase in supply in the capital. While Edinburgh remains a strong market, the growth in hotel stock — alongside a noticeable slowdown in the domestic audience, greater price sensitivity, and a reduction in short-term let accommodation — has created tougher year-on-year comparisons. Other regions across Scotland, however, have continued to perform well, supported by steady demand and major events such as Oasis and AC/DC shows bringing strong peaks in occupancy.

International investors continue to be attracted to the country and are driving an exuberant transactions market, which is set to grow further this year and is seen as a focal point for significant capital deployment.

While the outlook for the strong pipeline of hotels remains positive, particularly in the luxury segment, the industry faces a series of headwinds, including the confirmed tourism levies in Edinburgh (5% for all bookings made for stays from July 2026 onwards, for reservations made from 1st October 2025) and Aberdeen (7% from April 2027), as well as an ongoing skills shortage. These factors are placing pressure on profits and Scotland’s ability to remain competitive as a leading tourist destination.

The Scottish Tourism Alliance (STA) is delighted to once again be partnering with HotelPartner, a trusted market leader in revenue management and distribution services for the hospitality and tourism industry, to explore the solutions available to Scottish hoteliers to ensure that the market can continue to thrive.

Whether you operate a luxury hotel, a budget accommodation, a boutique property, or a youth hostel, this webinar will share accessible and actionable advice on tackling challenges such as the skills shortage, optimising performance, and making the most effective use of technology in your operations.

 Discussion Points:

1. What factors are driving the growing interest from investors in the Scottish hotel market?

2. Why is the sector attracting so much capital, in what segments and is it sustainable? 

3. What is the current outlook for hotel development in the country and how will this affect performance?

4. How can hotels manage their performance as supply booms and investors demand continued strong performance? 

5. How might the upcoming 5% levy on overnight accommodation, due in January 2027, impact hotel profitability and tourist demand?

6. In what ways is the ongoing skills shortage affecting Scotland’s competitiveness as a tourist destination? How can they be addressed using technology? 

7. What role does technology play in addressing wider operational challenges?

8. What are the core components of an effective revenue management strategy in today’s Scottish hotel market? 

9. How can hoteliers drive demand?

10. What metrics should hoteliers track regularly to ensure revenue management and distribution strategies are effective and agile?

Speakers:

Robert Holland, Managing Director UK & Ireland, HotelPartner Revenue Management

HotelPartner are a technology enabled outsourced revenue service which started in Switzerland in 2006 and now has circa 500 clients across Europe but primarily in Switzerland, Germany & Austria. We started in the UK in 2017 and our portfolio now includes hotels stretching from Aberdeen to Jersey. His formative years in hospitality took him across Europe with stints at some of the finest hotels, coupled with studies at Cornell in upstate New York. With a focus on F&B, Robert eventually went on to run his own restaurants in SW London – Balham & Fulham, which I sold in 2012. Robert was then fortunate enough to be welcomed back into hotels in 2010 by Robin Sheppard of Bespoke Hotels where he stayed for 7 years, rising to the role of Regional Operations Manager responsible for two hotels in central London.

David Orr, CEO, Resident Hotels

David has a track record of successful development and value creation in the hotel sector, co-founding CEO of City Inn that became Mint in 2010. By developing a new hotel brand from scratch in an Edinburgh office at 8 St Andrew Square, to two of the most successful hotels in Europe ever, 2700 rooms and 1500 careers, David has a unique track record in brand invention, property development, hotel operations, customer advocacy and value creation. Earlier in his career, David was a partner in a property advisory company where he led recovery of commercial property assets and advised blue chip clients on landmark development and investment projects. David conceived and 'drew up' the concept and initiated the Harvey Nichols flagship into Edinburgh. David is Chairman at Fraser Giles Partnership a Hospitality, Travel and Leisure Executive Search business, a Trustee at Sparks the children's medical research charity and retains active connections in the 'Arts' world. At Mint hotel David oversaw the creation of more than 40 active Arts partnerships between the hotels and local and National arts organisations.

Andrew Renouf, Director, AR Hospitality Consulting

AR Hospitality Consulting was founded in 2023 by Andrew Renouf, a hospitality professional with over 30 years’ experience in operations and consultancy. After a 20-year career in hospitality operations and ownership, managing four-star hotels, conference centres and restaurants, Andrew joined the Hotels team at Avison Young (then GVA) Edinburgh in 2011.

Following promotion to Director in 2015, Andrew led the Hotel Consultancy team in Scotland and has been client lead on numerous development, acquisition and other advisory projects across Scotland and the UK, for both private and public sector clients.

AR Hospitality Consulting specializes in market and feasibility studies for all types of hospitality developments and acquisitions, operational and strategic performance reviews for trading assets, and advising local authorities on market need / capacity and delivering hotel developments.

Andrew’s extensive operational and consulting experience adds significant value to any project with robust modelling informed by a comprehensive understanding of market trends and demand dynamics. Andrew is also very well connected to all the major brands, operators and funders active in the sector

Neil Farren, Director of Customer Success, HotStats

Neil started his hotel career at Jurys Inns in Edinburgh as a staff supervisor, with various promotions to management roles including Night Manager, Accommodation Manager, F&B Manager, Front Office then Rooms Division Manager. He then joined the pre-opening team of Jurys Inn Glasgow as Room Revenue Manager.

He then joined the Hotel Systems Support Team at Hilton's corporate office in Glasgow before transferring to their global deployment team for their new OnQ PMS software.

Following the completion of the project, he left Hilton and joined the Patio Hotel in Aberdeen, later rename to Doubletree by Hilton Aberdeen City Centre.

After returning hotel to Ayrshire, Neil joined McMillan Hotels as their Group Revenue Manager before establishing a successful consultancy in revenue management and technology advisory services.

Neil has been with HotStats since August 2022 and is passionate about supporting hotels large or small to achieve the very best results.