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Birmingham hotel occupancy hits record summer high

Hotel occupancy between June-August 2017 reaches 75 per cent average - an all-time high

Pictured: The region’s hoteliers enjoyed year-on-year occupancy rises this summer

Birmingham’s accommodation sector posted average occupancy rates of 75 per cent this summer, the best for this time of year since records began in 2003.

The region’s hoteliers enjoyed year-on-year occupancy rises in June (up 3 per cent), July (up 2 per cent) and August (up 2 per cent), according to latest data from the West Midlands Growth Company’s Regional Observatory and STR Global.

Birmingham City Council leader Ian Ward said: “These record-breaking figures outline Birmingham's growing popularity as a tourist destination. There's no doubt that our rich calendar of sporting and cultural events is a huge attraction. People enjoy coming to Birmingham for major events and importantly many of them come back time and time again.”

Hotels that have opened in 2017 include Holiday Inn Express Birmingham City Centre at Arena Central and No.8 Waterloo Street, featuring 31 self-serviced apartments. Next summer, Hilton Garden Inn will open at Birmingham Airport, and a new hotel and conferencing facility will launch in autumn 2018 at the University of Birmingham’s main campus in Edgbaston. Venues including Hallmark Hotel and Radisson Blu have also transformed their offerings, following significant refurbishments.

Emma Gray, director of marketing and communications at the West Midlands Growth
Company, which operates Visit and Meet Birmingham, said: “Confidence in the region continues to grow, which is reflected in the tourism sector with an all-time, seasonal high for our hoteliers and an additional 13 accommodation venues in the pipeline – amounting to more than 2,000 extra bedrooms.”

With a 52 per cent increase in overseas visitors to Birmingham in the past five years, the West Midlands Growth Company – through its tourism programmes – has recently undertaken sales missions in the United States, the Netherlands, Sweden, China and South East Asia to promote the region’s leisure and business tourism offer internationally. In November, the Growth Company team will also meet with representatives from 17 of VisitBritain’s international markets.

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