European Hotel Sector "German Hotels Location Monitor - Competition..."

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European Hotel Sector "German Hotels Location Monitor - Competition..."

Powered by Lab Global20 JulyResearch2026ab Evidence UBS YES

European Hotel Sector Equities

Europe including UKGerman Hotels Location Monitor - Competition

intensity declining for Premier Inn Lodging

Jarrod Castle, CFA

Analyst

jarrod.castle@ubs.com

Latest German Hotels Location Monitor shows the competition decline in 2Q26 +44-20-7568 8883

vs 2Q25

Ivar Billfalk-Kelly

In this note, we look at the most recent trends in the competitive environment in Analyst

Germany using the most recent wave of the UBS Evidence Lab German Hotels Location ivar.billfalk-kelly@ubs.com

Market Quality Monitor. UBS Evidence Lab tracks changes in locations, competitive +44-20-7568 3240

intensity, cannibalisation, and demographic market quality over time for German hotels. Robin M. Farley

Latest data shows decline in branded competitive intensity for Premier Inn in Germany in Analyst

2Q26 within a 10-minute drive (2Q26: 7.5 vs 2Q25: 8.1 hotels). 15-minute drive and 30- robin.farley@ubs.com

minute drive perimeters also followed suit. +1-212-713 2060

Artem Prokopets

Premier Inn's German competition falls yoy within a 15-minute drive Analyst

Per UBS Evidence Lab data, Premier Inn moved to third position in terms of highest artem.prokopets@ubs.com

number of branded competitor hotels within a 10-minute drive (7.5), with Motel One +44-20-7901 5625

being first with 9.5 competitors. Within a 15-minute drive, branded competition for Ben Shelley, ACA

Premier Inn saw reduction with 2Q26 at 11.3 vs 2Q25 at 12.0 branded hotels. The Analyst

geographical overlap between Premier Inn and B&B Hotels is significant (99% of Premier ben.shelley@ubs.com