The city of Birmingham experienced the highest hotel occupancy rates in four years in 2011, attracting 3.1m visitors, according to a recent report by LJ Forecaster.
The data collected indicated in the last six months of 2011 Birmingham’s average hotel occupancy stood at 64 per cent, a two per cent increase for the same period year-on-year. November 2011 reach 74 per cent, the highest rate since October 2007.
“These are positive results in what continues to be a challenging time for hoteliers,” Commercial Director at Marketing Birmingham, Ian Taylor, said. “Events taking place during November such as the opening of the Frankfurt Christmas Market, a number of high-profile music concerts, and the arrival of early Christmas shoppers, led to a highly successful November for Birmingham’s hotels, with occupancy rates on Saturdays reaching 92 per cent.”
Taylor says he expects events such as the Diamond Jubilee and the Olympic Games, as well as a whole host of major sporting events, will mean the city’s hotels will be equally successful this year. “A further 27 hotels are currently in the pipeline, enabling the city to provide additional bed spaces to the 30,000 already available forvisitors,” he notes.
MD of Birmingham-based Hotel La Tour, which is due to open next month, Jane Schofield, added: “This news is particularly positive as we near opening at the end of March. Location is key to us and so far, response for conference and training facilities has been excellent and we have already secured £500,000 worth of advanced conference bookings.”
Last September was also the city’s highest occupancy September for four years, following the Liberal Democrats’ party conference in the city.
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