Birmingham hotels benefit from staycationers as occupancy levels hit new highs

HOTELS in Birmingham have enjoyed an Indian summer, posting record-breaking occupancy levels for August and September.

Average occupancy rates for August were 71% and 84% in September – the best results for these months since current records began in 2003.

The figures don’t even take into account the Conservative Party Conference, which staged at the beginning of October.

The record figures are a 3% and 1% increase respectively on the same months in 2015, according to data from Marketing Birmingham’s Regional Observatory in association with travel research company STR Global.  

One factor for the strong figures is thought to be the number of Britons opting to stay in the UK for their holidays and city breaks due to the impact of currency depreciation following the EU Referendum.

Hotel occupancy in August passed 70% for the first time, coinciding with a record-breaking month for inbound tourism with 3.8 million visits, up 2% on the same month last year.

Other contributory events in Birmingham across August and September included the England v Pakistan Test Match (August 3-7) and the T20 Blast Finals Day (August 20) at Edgbaston Stadium; the cultural festival, The Flyover Show (August 20); the Moseley Folk Festival (September 2-4); the Autumn Fair trade show (September 4-7); and the UK’s biggest games event, EGX at the NEC (September 22-25).
 
Revenue per available room (RevPAR*) in Birmingham has also gone up – to £41 in August (up £4 on 2015) and £59 in September (up £2 on 2015).
 
Cllr John Clancy, Leader of Birmingham City Council, said: “With an 18% increase in domestic tourists since 2008 and the largest international tourism growth of any UK regional destination, record-breaking numbers of visitors are taking advantage of Birmingham’s leisure offer, and our hoteliers and the region’s economy are reaping the benefits.
 
“Average occupancy in August has grown by two-fifths in the last eight years, as we inspire more people to enjoy our attractions, great food, retail and sporting fixtures.”
 
Gavin Burns, General Manager of Staying Cool at the Rotunda in Birmingham, said: “We’re delighted to be part of the Birmingham success story. We enjoyed the best sales for August and September since we opened in the city in 2008.

“August, traditionally a quiet month for us, saw 88% average occupancy whilst September ended at 89%. Staying Cool’s serviced apartments are unique to Birmingham and this thriving city continues to be the perfect location for us.”  

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