Latest figures in from STR Global and Marketing Birmingham’s Regional Observatory show the second city’s hotels achieved a record 81% occupancy rate in October 2015. The research figures were bolstered by a number of festivals, exhibitions and the arrival of One Direction.
The new research results represent a 2% increase on October 2014 and it is the 16th month in succession where hotel occupancy rates have been higher compared with the same period in the previous year.
At £66, the average room rate in Birmingham has risen from £61 in October 2014, while revenue per available room (RevPAR) continued its year-on-year increase for a 17th consecutive month, rising from £48 in 2014 to £54 in 2015.
Cllr. John Clancy, leader of Birmingham City Council, said: “Following a landmark September in Birmingham, which saw thousands of visitors enjoy the launch of Grand Central and New Street station along with two Rugby World Cup fixtures, it’s encouraging to see the city’s hotels continue their positive momentum with a record-breaking October.
“These are exciting times for Birmingham, with more tourists than ever visiting the city and a number of significant investment projects coming to fruition. Room revenue in the city has shown a consistent rise in recent years, proving that our accommodation sector is in good health.”
Notable events in October, which boosted Birmingham’s hotel occupancy, included the first-ever Print Show trade exhibition, attracting more than 5,300 visitors from the UK’s printing industry to the National Exhibition Centre. The Barclaycard Arena played host to three One Direction concerts, while the city’s cultural calendar featured the Birmingham Comedy Festival (2-11 October), Fierce Festival (7-11 October) and Birmingham Literature Festival (8-17 October).
The average weekday occupancy rate was higher than at the weekend for the fourth month in the past five, with 85.5% of Birmingham’s hotel rooms full between Monday and Thursday, compared with 84.7% on Friday and Saturday.
Gordon Tyler, general manager of Birmingham Marriott Hotel, added:
“We have enjoyed an increased level of enquiries at the Marriott in recent months, particularly from groups and short-stay customers, helping to boost our average occupancy rate.”
There are currently 11 hotels in the planning or construction process in Birmingham, including Europe’s first Park Regis hotel. The 253-room property, which includes the city’s largest presidential suite, opens in March in the former Auchinleck House building on Broad Street.