As Birmingham continues to grow in popularity as both a business and tourist destination, city centre hotels are seeing a huge rise in demand with occupancy levels skyrocketing over the past few years. In fact, November last year proved to be a record breaker for the hotel sector, marking the second time in three months occupancy levels reached an all-time peak.
During November, the average occupancy rate climbed to 85 per cent according to research compiled by STR Global in association with the Marketing Birmingham Regional Observatory. Furthermore, this allowed hotel operators to increase prices, with average room rates growing by £8 year on year to reach £65.
The previous record was set in September 2014 when occupancy rates averaged 82 per cent throughout the region. November’s further record breaking levels are a positive indicator that growth is very much on the cards, giving hoteliers confidence that the struggles caused by the financial crisis and ensuing recession are steadily becoming a thing of the past.
Hilton Birmingham Metropole general manager Patrick Stapleton believes that the city’s prowess as an events destination has played a large part in the positive figures.
He says; “Birmingham’s hoteliers are continuing to enjoy the benefits of the city’s outstanding events calendar.
“The rising midweek figures in particular demonstrate Birmingham’s dominance as the UK’s leading business events city.
“Major visitor draws such as the BBC Good Food Show and the Frankfurt Christmas Market boosted demand right across November, and with an extensive 2015 schedule in place we are looking forward to a busy year ahead.”
As Mr Stapleton noted, Birmingham’s various conferencing and events spaces have played a huge role in boosting hotel occupancy figures, as have the growing number of international businesses choosing to base their UK offices in the city. As a result, weekday occupancy rates managed to grow by 5.1 per cent year on year during the final quarter of 2014.
Marketing Birmingham’s director of marketing services, Emma Gray, is confident that 2015 will bring further growth to the sector.
She says; “These latest record hotel occupancy figures are incredibly positive for the region’s economy, and particularly its growing hotel scene.
“Building on a previous 10 year high in September, they demonstrate continuing growth for Birmingham’s hotels.
“With so much planned this year, we are confident the region will attract more national and international visitors than ever before, providing our tourism business with a very real boost.”
With events including the Rugby World Cup at Villa Park, the opening of Grand Central Birmingham and the annual Frankfurt Christmas Market on the cards, it seems that 2015 could certainly bring further growth to the West Midlands city.
