Press releases

Birmingham’s city centre hotels enjoyed a massive boost in occupancy levels and income thanks to the Rotary International Convention coming to the city, according to independent research. Occupancy in the city centre’s hotels rose to 71 per cent during June, according to figures from  marketing specialist LJF Research. This compared with 64 per cent in the previous month and 65 per cent in June 2008.

Meanwhile revenue per available room (revPAR) – one of the hospitality industry standards – in the city centre hotels during June 2009 rose to £49.06, compared with £39.90 the previous month. This was an increase of 23 per cent.

And average room rate, the other main industry indicator, rose by ten per cent from £62.83 to £69.20 over the same period.

Ian Taylor commercial director at Marketing Birmingham, the city’s destination marketing specialist, said: “The figures show how important the Rotary International Convention, which was one of the biggest conventions to come to the UK in two decades, was to the city centre’s hotel sector. The rises in all three indicators in June was down almost solely to influx of some 20,000 Rotarians and support staff into Birmingham.

“These figures indicate just how important large events are to the economy and well being of the city. Over the next few weeks we will see two of the biggest sporting events of the year, the third nPower Ashes Test and Twenty20 Finals come to Edgbaston, attracting thousands of cricket fans to the city. Next year the city will be playing hosts to more major events like the Liberal Democrat and Conservative Party conferences.

“Birmingham’s status as a major events city means that, even in a challenging global economy, investment continues in developing and opening new hotels and venues, demonstrating general confidence in the long term prospects of our visitor economy.”