Insights from Malta’s hospitality leaders ahead of the holiday season

As Christmas draws near, Malta’s hotels are bustling with activity to cater to the seasonal influx of guests.

General Managers from the Hyatt Regency Malta, beHOTEL, and Ta’ Ċenċ Hotel share insights into their preparations, guest demographics, and the overall sentiment surrounding holiday bookings.

Adrian Attard, General Manager of Hyatt Regency Malta, is optimistic about this year’s bookings, observing that Christmas is “on track to be slightly better than last year.”

For Mr Attard, who is experiencing his first Christmas season with the Hyatt, the transformation of the hotel and Pjazza Santa Rita into festive spaces is something he eagerly anticipates.

Jesmond Debono, General Manager at beHOTEL, echoed this positive outlook, noting that bookings are “busier than previous ones” with New Year’s bookings almost at full capacity.

Eman Abela, General Manager at Ta’ Ċenċ Hotel in Gozo, also shared some cautious optimism, stating, “things are looking good at this point, however, again people are waiting last minute to book.”

Each hotel is noticing trends in guest demographics. Mr Attard remarked that “Christmas is family season,” while New Year’s brings in more couples ready to celebrate.

Mr Debono agreed, saying that at beHOTEL, there’s “a good mix” of families over Christmas and “more younger couples who wish to celebrate into the New Year.”

At Ta’ Ċenċ, Mr Abela emphasised a focus on the local Gozitan and Maltese markets, with promotions targeting both residents and tourists.

Planning and logistics: Managing the holiday demand

Advance bookings play a crucial role in planning for the festive season, especially given the trend of last-minute bookings, which has only grown in recent years.

Mr Attard noted, “we truly welcome early bookings… our stress levels are always better when we are not selling at the last minute.”

Mr Debono at beHOTEL also values early bookings, as tourists often plan well in advance, “which obviously facilitates better planning.”

For staffing, the festive season demands intricate planning. Mr Attard explained that preparations begin as early as June, if not January, to ensure resources are in place to create “magic moments through exquisite food, great service and awesome environments.”

Mr Debono, sharing a similar view, added, “Christmas is a time during which everyone expects magical moments… ensuring the best of experiences for both our guests and just as importantly, our colleagues.”

Mr Abela at Ta’ Ċenċ highlighted a more pragmatic approach, taking “reservations based on our manning and on what we can produce,” as staffing remains a challenge.

Customer spending and evolving guest expectations

Regarding spending, both Mr Attard and Mr Debono noticed consistency in spending patterns with minor differences.

Mr Debono shared, “the average length of stay has increased over the festive period,” possibly due to attracting new markets.

Mr Abela also shared that they have adopted a more flexible approach to pricing this year, responding to current market conditions and late bookings.

Reflecting on 2024 and looking forward to 2025

The managers also shared feedback from guests in 2024, reflecting on Malta’s strengths and areas needing improvement.

Mr Attard reported positive feedback overall, especially regarding service delivery, though he acknowledged that ongoing construction nearby has impacted some guests’ experience.

Mr Debono noted that beHOTEL’s reputation remains strong, often attributed to the “friendliness and attentiveness of staff,” but pointed out that development in the hotel’s vicinity has drawn some complaints.

For Mr Abela, staffing challenges have occasionally affected service levels at Ta’ Ċenċ, particularly as “a lot of foreigners that we depend on are leaving the country for better careers and cheaper options.”

Looking ahead to 2025, all three hoteliers expressed optimism tempered with caution.

Mr Attard hopes for a strong year, yet emphasised the importance of maintaining Malta’s environment and visitor experience.

Mr Debono expects “year-over-year growths across the board” with increasing bed-stock, although he foresees “significant challenges in manpower,” especially with major brands entering the Maltese market.

Mr Abela echoed these sentiments, noting that while forecasts are challenging amid global uncertainty, Malta may face recruiting difficulties due to rising operational costs.

As the festive season approaches, these hoteliers are poised to make the holiday season memorable, balancing guest experience with logistical demands and maintaining an optimistic outlook for the year ahead.