Serviced Visitor Accommodation in Lincolnshire Development Strategy & Action Plan FINAL April 2009 DRAFT Locum Consulting 9 Marylebone Lane London W1U 1HL United Kingdom Tel +44 (0)20 7487 1799 Fax +44 (0)20 7487 1797 [email protected] www.locumconsulting.com Date: 13 January 2012 Job: J0895 File: j0895 lincolnshire hotel development strategy 310309.doc All information, analysis and recommendations made for clients by Locum Consulting are made in good faith and represent Locum’s professional judgement on the basis of information obtained from the client and elsewhere during the course of the assignment. However, since the achievement of recommendations, forecasts and valuations depends on factors outside Locum’s control, no statement made by Locum may be deemed in any circumstances to be a representation, undertaking or warranty, and Locum cannot accept any liability should such statements prove to be inaccurate or based on incorrect premises. In particular, and without limiting the generality of the foregoing, any projections, financial and otherwise, in this report are intended only to illustrate particular points of argument and do not constitute forecasts of actual performance. Locum Consulting is the trading name of Locum Destination Consulting Ltd. Registered in England No. 3801514 J0895 Lincolnshire Hotel Development Strategy Contents 1. Introduction 7 2. Summary of Action Plan 8 2.1 Hotel and Pub Excellence Programme 8 2.2 Planning and Economic Development Initiatives 9 2.3 Planning and Economic Development Initiative specifically related to hotels 9 2.4 Timing 11 3. National Trends and the Implications for Lincolnshire 12 3.1 Going up: Staying in Hotels 12 3.2 Going Up: Brands 13 3.3 Going up: City Centre Locations 15 3.4 Going Up: Limited Service “Budget” Hotels 18 3.5 Going up: Self-Catering for Family Holidays 19 3.6 Going Up: Apart-hotels 20 3.7 Going Up: Mixed Use Resorts 22 3.8 Going Up: “Boutique” Hotels 23 3.9 Going Up: Spas 26 3.10 Going Up: Concern for Sustainability 31 3.11 Going Up: Information and Bookings via the Internet 33 3.12 Going Up: High Quality B&Bs, Restaurants with Rooms and Gastro Pubs 34 3.13 Going Down: The Economy 34 3.14 Going Down: Independent 2 and 3 Star Hotels 34 3.15 Going Down: Investment in Country House Hotels 34 4. Overview of Current Provision and Gaps across the County 34 5. Greater Lincoln 34 5.1 Current Provision 34 5.2 Strategic Issues 34 5.3 Development opportunities 34 5.4 Recommended Actions 34 6. North West (West Lindsey) 34 6.1 Current provision 34 6.2 Strategic issues 34 6.3 Development opportunities 34 6.4 Recommended Actions 34 7. Wolds 34 7.1 Current provision 34 7.2 Strategic issues 34 7.3 Development opportunities 34 7.4 Recommended Actions 34 8. The Coast 34 Locum Consulting J0895/Matt Hyslop/13/1/12/serviced visitor accommodation in lincolnshire - development strategy and action plan (april 2009).doc Page 3 J0895 Lincolnshire Hotel Development Strategy 8.1 Current provision 34 8.2 Strategic issues 34 8.3 Development opportunities 34 8.4 Recommended Actions 34 9. The South 34 9.1 Current provision 34 9.2 Strategic Issues 34 9.3 Development Opportunities 34 9.4 Recommended Actions 34 Appendices 1. Using this Report 34 2. Major Hotel Operators and their potential for Lincolnshire 34 2.1 A B Hotels 34 2.2 ABode Hotels 34 2.3 Apex 34 2.4 Accor 34 2.5 Arora International Ltd 34 2.6 Aston Hotels Ltd 34 2.7 B D L Hotels Ltd 34 2.8 Ballymore Properties Ltd 34 2.9 Bannatyne Hotels 34 2.10 Beck Conroy Consulting 34 2.11 Bespoke Hotels 34 2.12 Blackstone Group 34 2.13 Butterfly Hotels Ltd 34 2.14 Campanile (UK) Ltd 34 2.15 Carillion Plc 34 2.16 Cedar Court Hotels 34 2.17 Centre Parcs UK Group 34 2.18 Centre Island Hotels 34 2.19 Chardon Management Ltd 34 2.20 City Inn Ltd 34 2.21 Clayton Hotels Ltd 34 2.22 Corinthia Hotels International 34 2.23 Crerar Hotels Ltd 34 2.24 Carlson (Park Plaza brand) 34 2.25 Cendant – Wyndham Hotels 34 2.26 City Inn 34 2.27 Dakota Hotels 34 2.28 Delancey Estates 34 2.29 Doubletree By Hilton 34 2.30 De Vere: Village Hotels 34 2.31 Eclipse Hotels 34 2.32 Express By Holiday Inn 34 Locum Consulting J0895/Matt Hyslop/13/1/12/serviced visitor accommodation in lincolnshire - development strategy and action plan (april 2009).doc Page 4 J0895 Lincolnshire Hotel Development Strategy 2.33 Fitzpatrick Hotel Group 34 2.34 Folio Hotels 34 2.35 Four Pillar Hotels 34 2.36 Future Inns Canada 34 2.37 G B Building Solutions Ltd 34 2.38 Grange Hotels Ltd 34 2.39 Guestinvest 34 2.40 Heritage Group 34 2.41 Hilton Hotels. 34 2.42 Intercontinental Hotels 34 2.43 Jarvis Hotels Plc 34 2.44 Jumeirah International 34 2.45 Jurys Doyle 34 2.46 Kennedy Group 34 2.47 Kew Green Hotels Ltd 34 2.48 Legacy Hotels 34 2.49 MacDonald Hotels and Resorts 34 2.50 Malmaison/Hotel du Vin 34 2.51 Marriott International 34 2.52 Marstons Inns & Taverns 34 2.53 Maybourne Group 34 2.54 McAleer & Rushe Group 34 2.55 Menzies Hotels 34 2.56 Millennium Copthorne: 34 2.57 Morethanhotels 34 2.58 Niche Hotels Ltd 34 2.59 Pantin Hotels 34 2.60 Park Inn 34 2.61 Peel Holdings Ltd 34 2.62 Prem Group 34 2.63 Premier Inn 34 2.64 Principal Hayley Hotels 34 2.65 Q Hotels 34 2.66 Radisson Edwardian 34 2.67 Radisson SAS 34 2.68 Real Hotel Company 34 2.69 Regency Hotel Group 34 2.70 Rezidor/Carlson (Radisson SAS) 34 2.71 Shiva Hotels 34 2.72 Sleeperz Hotels Ltd 34 2.73 Somerston Hotels Ltd 34 2.74 Splendid Hotel Group 34 2.75 Starboard Hotels 34 2.76 Starwood Hotels and Resorts 34 2.77 Thistle Hotels 34 2.78 Travelodge 34 Locum Consulting J0895/Matt Hyslop/13/1/12/serviced visitor accommodation in lincolnshire - development strategy and action plan (april 2009).doc Page 5 J0895 Lincolnshire Hotel Development Strategy 2.79 Urban Splash 34 2.80 Von Essen Hotels 34 2.81 West Hotels 34 2.82 Willow Street Hotels 34 2.83 Yianis Group 34 3. Space Requirements for Hotels 34 Locum Consulting J0895/Matt Hyslop/13/1/12/serviced visitor accommodation in lincolnshire - development strategy and action plan (april 2009).doc Page 6 J0895 Lincolnshire Hotel Development Strategy 1. Introduction Locum Consulting has been commissioned by Lincolnshire Tourism, on behalf of Invest Lincolnshire and the Greater Lincoln Partnership and six district councils in the county, to produce a plan for the development of the serviced accommodation offer in Lincolnshire. Locum has produced three outputs from this work: • Development Strategy and Action Plan (this report) – this is intended to be the main document to be used by those stakeholders who are endeavouring to plan for and encourage hotel development in the county. • Summary Report – this is for the benefit of the wider range of stakeholders with an interest in the sector and what has been recommended. • Market Overview – this is intended as material to be used to provide potential investors with an overview of the market conditions, the current provision and some of the opportunities. This report contains: • An overview of national trends and how they impact on Lincolnshire. This includes case studies of types of hotel that Lincolnshire might seek to promote the development of (there are others in other parts of the report). • An assessment of the current provision across the county and in different parts of it, how it has been changing, and what the key development opportunities seem to be in different parts of the county. • An action plan. • A list of hotel companies that are known to be active in the UK currently. The Summary Report forms the executive summary to this report and has not been repeated here. Locum Consulting J0895/Matt Hyslop/13/1/12/serviced visitor accommodation in lincolnshire - development strategy and action plan (april 2009).doc Page 7 J0895 Lincolnshire Hotel Development Strategy 2. Summary of Action Plan This report essentially deals with two issues – the type of development that the county could benefit from and for which there could be demand, and the locations where that opportunity might take place. Sections 3-4 deals concentrates largely on the first of those, and Sections 5-9 deal with the second. They are each cross-related to the other. Each section has suggested actions. This section summarises them. 2.1 Hotel and Pub Excellence Programme The core recommendation for short term intervention by the public sector is to establish a scheme that is aimed at helping independent proprietors of hotels, guest houses and pubs that potentially could have rooms, to achieve excellence. Our suggestion is that it takes the form of a small group of experts, perhaps covering interior design, food, business planning and sustainability, with an allocated number of days that they can spend providing advice. Their time would be provided to operators that are interested and committed to making investment to implement advice (perhaps supported by some grant funding). The vision is that these experts would truly be experts i.e. they would be professionals with a demonstrable track record of excellence and imagination. There could be a competitive process in allocating the expert time (and associated grant funding).