The tourism market has undergone radical changes in recent years, and few have been as noticeable as the decline in Russian tourism in certain key destinations. Russian travellers, once a fundamental segment for the industry, are now far less visible in many hotels, leaving a gap that goes beyond the numbers. The loss of this guest reflects how global factors directly affect hospitality, but it is also an opportunity to rethink strategies for acquisition and retention. Historically, Russian guests have stood out for their high purchasing power, their preference for experiential luxury and their inclination towards extended stays. Stays of two weeks or more were common, with considerable spending on suites, fine dining and exclusive experiences. However, in their absence, many hotels have seen a decline in average spend and greater reliance on alternative markets with different consumption patterns. Rebuilding that connection, or understanding how to diversify the offering, is crucial. The goal is not simply to regret the loss, but to analyse what we can learn from the relationship with this segment and how to adapt to the new global tourism landscape. The prospect of Russian guests returning to European hotels in the short term is uncertain and depends on multiple geopolitical and economic factors. Since the invasion of Ukraine in 2022, the European Union has implemented restrictions that have significantly limited the entry of Russian tourists. Countries such as Estonia, Latvia, Lithuania, Finland and Poland have imposed total bans, while others have restricted visa issuance. In addition, the devaluation of the rouble and economic instability in Russia have reduced citizens’ spending capacity abroad. The reduction in direct air routes between Russia and Europe has also made European tourism destinations less accessible. In response to these restrictions, Russian tourists have sought new destinations outside Europe. For example, in 2023, Bali recorded a significant increase in Russian visitors, making them the second-largest visitor group after Australians. On the other hand, Russia has launched strategies to revitalise its tourism sector, with the aim of attracting 50 million international visitors by 2025. Key measures include visa-free entry for travellers from 62 countries and easier access to e-visas for citizens of 55 nations. In short, the return of Russian guests to European hotels is dependent on the evolution of international relations, visa policies and the economic situation in both Russia and Europe. It is therefore essential for hoteliers to diversify their markets and adapt their strategies to attract a broader and more varied clientele.

Why was the Russian guest so important?

The Russian market contributed not only volume, but also quality of spend. Its value went beyond direct room revenue:

• Extended stays and high spend: According to European Travel Commission data, before 2022 Russian tourists spent an average of €1,500 per stay, 35% more than the European average.
• Interest in premium experiences: They sought not only accommodation, but complete experiences: high-end spas, exclusive dining and personalised cultural activities.
• Loyalty to specific destinations: Russian travellers commonly returned to the same destinations and hotels year after year, creating a relationship of natural loyalty.

This guest profile, which valued impeccable service and attention to detail, challenged many hotels to raise their standards in luxury and personalisation, which in itself was already a positive contribution to the industry. The low presence of Russian guests is no coincidence and stems from multiple interconnected factors:

1. Geopolitical conflicts and international sanctions Financial restrictions and limitations on visa issuance have drastically reduced travel abroad.
2. Rouble devaluation and the domestic economy Economic instability has limited spending capacity in international markets.
3. Changes to air routes The reduction in direct routes between Russia and Europe has made tourism destinations less accessible.
4. Shifts in traveller priorities Many Russian tourists now prefer non-traditional destinations, exploring options within their own country or in less restricted markets.

However, every challenge presents an opportunity. When a key market changes, flexibility and innovation become essential tools for adaptation.

What can we learn from this scenario?

Losing a segment such as the Russian market leaves several valuable lessons for the hotel industry. These reflections can help redefine the commercial strategy of any property:

1. Diversifying markets and segments

Overreliance on a single market is a business risk. To reduce this vulnerability:

• • • Explore emerging markets with similar purchasing power, such as the Middle East, India or Latin America.
    • Adapt the offering to be culturally inclusive, incorporating multilingual staff or services tailored to different customs.

2. Personalisation at a cultural level

Russian guests placed enormous value on personalisation. Applying this principle to other segments is key: