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Birmingham hotel occupancy rates reach another record high  

Birmingham’s hotels have posted record-breaking occupancy levels for the second time in three months with November reaching an 85% occupancy average, according to latest figures from travel research company STR Global and analysis from the Marketing Birmingham Regional Observatory.  

This new peak follows a previous high in September 2014, which saw an average of 82% occupancy across the region’s hotels. Until November, this was the highest recorded in a decade. In addition, the average room rate for November increased by £8 year on year, to £65.  

The region’s busy conferencing and corporate event calendar also saw weekday occupancy rates enjoy a marked rise, up 5.1% year on year in the final quarter of 2014.  

Birmingham played host to a number of high profile events across the record-breaking month of November, with the ever popular Frankfurt Christmas Market, which launched on 13th November, the BBC Good Food Show (27th – 30th November) and the Classic Motor Show (14th – 16th November), all fuelling demand for accommodation.  

In addition, Birmingham welcomed visitors to a number of cultural events including the SHOUT festival (13th-16th November), a production of Wagner’sThe Ring Cycle at the Birmingham Hippodrome, and a night of celebration at Symphony Hall by Bellowhead to mark the band’s tenth anniversary (9thNovember).   

Emma Gray, Director of Marketing Services for Marketing Birmingham, which operates the leisure and business tourism programmes Visit and Meet Birmingham, said:  

“These latest record hotel occupancy figures are incredibly positive for the region’s economy, and particularly its growing hotel scene. Building on a previous ten year high in September, they demonstrate continuing growth for Birmingham’s hotels.  

“With so much planned this year, we are confident the region will attract more national and international visitors than ever before, providing our tourism business with a very real boost.  

“This year’s visitor calendar includes international sporting events such as the Rugby World Cup at Villa Park and the Ashes Test at Edgbaston. With the arrival of significant visitor developments – including the Resorts World leisure and entertainment complex and Grand Central shopping centre – and a number of Birmingham’s landmark attractions celebrating anniversaries, there is much more to explore in Birmingham in 2015.”  

Patrick Stapleton, General Manager at Hilton Birmingham Metropole added: “Birmingham’s hoteliers are continuing to enjoy the benefits of the city’s outstanding events calendar – the rising midweek figures in particular demonstrate Birmingham’s dominance as the UK’s leading business events city.

“Major visitor draws such as the BBC Good Food Show and the Frankfurt Christmas Market boosted demand right across November, and with an extensive 2015 schedule in place, we are looking forward to a busy year ahead.”

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