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It's all One Direction for Birmingham hotels

Hoteliers enjoy record month of occupancy levels in October, as rates increase by 8 per cent on 2014's figures

Hotels in Birmingham (pictured) averaged 81 per cent occupancy in October

Birmingham hotel bookings were going in One Direction in October, enjoying a "record-breaking" month thanks to a number of key concerts and exhibitions.

Average occupancy hit 81 per cent, a 2 per cent rise from October 2014, while average room rates were also up £5, reaching £66, with hoteliers saying the city's reputation is growing among business guests.

The solid visitation was attributed to the inaugural Print Show at the NEC, attracting 5,300 visitors, as well as One Direction gigs, the Birmingham Comedy Festival, Fierce Festival and Birmingham Literature Festival.

Gordon Tyler, General Manager of Birmingham Marriott Hotel, said: “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.

“Birmingham’s growing reputation as a leisure and business destination is driving confidence in the city’s hotel sector. As the city welcomes more investment, we will continue to focus on being Birmingham’s classic hotel, small enough to care.” 

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.

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.”

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