Local Development Framework Background Technical Report Tourism Study

January 2007

CONTENTS

1.0 Introduction 2

2.0 Hillingdon Characteristics 3

3.0 Tourism in Hillingdon 9

4.0 Supply of Hotels and Visitor Accommodation 13

5.0 Future Demand for Visitor Accommodation in Hillingdon 24

6.0 Strategic Policy Development 27

Abbreviations 42

Appendices

Appendix 1 Bibliography 44

Appendix 2 Hotel Accommodation in Hillingdon 45

Appendix 3 Guest Houses, B & Bs and Non Graded Hotels in Hillingdon 47

Map1 Hillingdon’s Network of Main Transport Routes 49

Map 2 Location of London Borough of Hillingdon’s Hotel and Guest Houses 50

Map 3 Location of London Borough of Hillingdon’s Hotel and Guest Houses by Size 51

Local Development Framework Background Technical Report 1 Tourism Study January 2007 1.0 INTRODUCTION

1.1 The purpose of this report is to consider the tourism industry in the London Borough of Hillingdon by drawing together a number of recent reports and local analysis to provide a picture of tourism in the Borough and how the sector should be considered in the emerging Local Development Framework.

1.2 With London Heathrow located in the south of the Borough, Hillingdon’s main tourism offer is provided by the 8,536 hotel and visitor rooms. As a result of the scale of the accommodation provision, Hillingdon is the fourth most significant London borough in terms of visitor accommodation (GLA, 2006) providing 7.3% comparable with the North East Sub Region (8.3%) and greater than the South East (3.4%) and South West (5.3%) Sub Regions. The vast majority of the Hillingdon hotel accommodation offer (7,705 rooms) is located within 2 miles of Heathrow Airport; these rooms are primarily designed to meet the needs of travellers using the airport. However increasingly they are being used by visitors as a cheaper alternative to hotels in central London and for those visiting family and friends in the local area.

1.3 Until the mid 1990s the principal criticism of the airport hotels was the exclusive nature of the majority of hotel rooms. Since then and partly as a result of cheaper long distance flying, changing lifestyles, and the use of the internet, there has been a growth in the budget hotels sector in the Borough including those servicing the Heathrow Area.

1.4 This report provides details on current visitor accommodation, pipeline supply and future demand. It reviews current national and regional policy guidance and provides direction for future tourism policy development in Hillingdon through a process of scenario testing. The report provides spatial solutions where new development could take place whilst meeting other Plan objectives including the Heathrow Tourism Action Zone and potential site allocation policies. It also identifies areas for partnership working in employment skills training and addressing accessibility issues.

Local Development Framework Background Technical Report 2 Tourism Study January 2007 2.0 HILLINGDON’S CHARACTERISTICS

2.1 Hillingdon is the second largest London Borough. Located in north west London, it is bounded to the north by Hertfordshire (Three Rivers), to the west by Buckinghamshire (South Bucks) and Slough and to the South by Surrey (Staines/ Ashford) and on the east by the London Boroughs of Harrow, Ealing and Hounslow.

2.2 Hillingdon is clearly defined in the south by Heathrow Airport and in the west by the Colne Valley and Grand Union Canal. To the east the Borough merges into the adjacent suburban areas of Pinner, South Harrow, Northolt, Southall and Hounslow.

2.3 The Borough is the western edge and gateway to London in physical and perceptual terms. The Green Belt that extends westwards from the Colne Valley also covers the northern third of the Borough with large tracts through the centre through to Stockley Park and through to Harmondsworth and Harlington north of Heathrow.

2.4 Geographically the Borough has five broad areas from north to south.

• In the north is rural Harefield and the Colne Valley with two important Hospital sites – Harefield and Mt Vernon. • Northwood, Ruislip, Eastcote, Ickenham and Hillingdon are key residential areas, many of ‘Metroland’ significance and having Conservation Area status. There are important commercial pockets, including Northolt aerodrome, interspersed with residential heartland. • Uxbridge on the western edge of the Borough is performing as a Metropolitan Centre with significant retail and office development as well as strategic industrial areas and Brunel University. • Hayes/ Stockley Park/ West Drayton is a commercial belt which straddles the Paddington/Bristol Main Line Railway and Grand Union Canal. • To the south is Heathrow Airport and surrounding ancillary commercial developments and villages south of the M4 motorway.

2.5 The Borough is in a comparatively wealthy region and claims a number of features to attract investment: • Proximity to first class road and public transport routes • Heathrow Airport and Northolt Aerodrome • A critical mass of national and international companies • A pleasant environment defined by many open green areas • A skilled workforce

Local Development Framework Background Technical Report 3 Tourism Study January 2007 2.6 Communications The Borough has a generally good communications infrastructure which makes it attractive for inward investment. The subsequent demand for hotels by visitors to such investment also generates a demand for transit trade from visitors using the communication corridors:

• Heathrow is the national gateway to London and the UK for airline passengers and European gateway for many international tourists. Currently 68m passengers use Heathrow Airport each year but with the opening of Terminal 5 in 2008, the number of passengers using Heathrow is set to increase to 90m passengers per annum by 2012. • There is excellent road access into and out of central London on the M4 and M40/A40 and to the national network via the adjacent M25. North to south road communications within the Borough are more limited though the Stockley and Hayes bypasses have helped. • National rail communications are available into central London from Heathrow (via the Heathrow Express and Heathrow Connect rail stopping service) and West Drayton and Hayes (to Paddington) and West Ruilsip, South Ruislip and Ruilsip Gardens into Marylebone. • There are underground links to all terminals at Heathrow via the Heathrow branch of the Piccadilly line. The Metropolitan line and the northern branch of the Piccadilly line services Uxbridge and the Borough’s Northern centres and the Central Line a number of the Borough’s central locations. • Northolt Aerodrome provides handling facilities for private flights in addition to Ministry of Defence Activities. • There are two1 infrastructure projects currently being progressed. These are Crossrail, which would provide a rail link west-east across central London, and a possible third runway at Heathrow Airport. These would enhance local accessibility, potentially increasing the demand for visitor accommodation and facilities.

1 As of 2 August 2007 the Mayor postponed the West London Tram proposal indefinitely. Local Development Framework Background Technical Report 4 Tourism Study January 2007 • Fig 1 Take off over Terminal 5 Heathrow

2.7 The Local Economy

According to the Greater London Authority’s 2005 Round Interim Demographic Projections Scenerio 8.06, the London Borough of Hillingdon had a population of 247,000 in 2004. This is expected to rise to 251,600 million by 2016 and 254,400 by 2026.

2.8 The Hillingdon economy is driven by commercial development at Heathrow, Hayes and Uxbridge and is large and strong in its own right. It is also central to the West London and the Western Wedge economies (which extends both to the east and west along the Thames Valley.

2.9 West London

Hillingdon is located within the West London Sub Region which also includes the London Boroughs of Brent, Ealing Hammersmith and Fulham, Harrow, and Hounslow. The area is a vibrant and advanced industrial and commercial location which makes an important contribution to the London, national and international economies. The area incorporates a number of key concentrations of economic activity:

• Heathrow is one of the world’s busiest international airports. 68m passengers travel through Heathrow each year. In addition there is an estimated 1.3 million tonnes of freight brought through Heathrow.

Local Development Framework Background Technical Report 5 Tourism Study January 2007 • There are five key economic clusters operating in West London in addition to the aviation sector. These include IT, pharmaceuticals, creative industries, financial services and transportation. • West London remains at the heart of the UK’s largest concentration of information technology with the major global players to be found in Stockley Park, Bedfont Lakes and Chiswick Park. • West London is a major centre of senior corporate management and is the location of 200 company headquarters. The area has long been a magnet for US corporations which have recently been joined by leading Eastern and European businesses. • West London forms part of Europe’s pre-eminent concentration of media sector activity, accounting for almost one quarter of total UK employment in the sector and includes many of the sector’s leading global players.

2.10 The continuation of this economic success is dependent upon a set of inter-relayed factors: • availability of appropriate skills; • the ability to move people, goods and information rapidly and effectively; • the provision of affordable housing, and • the capacity to accommodate new activities.

2.11 The Greater London Authority (GLA) West London Sub Regional Development Framework addresses these issues and in particular identifies key development areas. In Hillingdon the principal development areas include the North Heathrow Opportunity Area including West Drayton, Stockley Park, Hayes through to Southall in Ealing and the South Heathrow Opportunity Area which includes Heathrow and locations in Hounslow including Feltham, Bedfont Lakes and Hounslow. In addition the town centres are identified as key locations for new development including Uxbridge and the District Centres of Hayes, Yiewsley and West Drayton, Ruislip, Eastcote and Northwood.

2.12 Hillingdon

Between 1997 and 2005, the number of jobs in Hillingdon increased from 145,700 to 168,400. Despite a continued decline in the manufacturing sector, there have been significant increases in jobs in transport, finance and business services, pharmaceuticals and distribution/ hotels. The Borough has an economically active population of 162,100. Unemployment in 2006 was 2.3% in Hillingdon which is below the West London (2.7%) and London (3.5%) averages.

Local Development Framework Background Technical Report 6 Tourism Study January 2007 2.13 GLA Economics have forecast that employment in Hillingdon will continue to grow by 7,000 between 2006 -2016 and a further 13,000 between 2016 and 2026 (GLA Economics Working Paper 18 (September 2006)).

2.14 The Borough continues to be perceived as one of the most prosperous in London based on the growth of Heathrow, and the types of businesses at Stockley Park and Uxbridge. The Borough has an enviable list of major international employers despite the decline of many traditional industries during the past 20 years, most notably in the defence and manufacturing sectors where restructuring is almost complete. Such a business profile creates demand for visitor accommodation.

2.15 Whilst Heathrow is a significant economic engine with over 350 companies operating within the airport boundary, companies in Hayes and Uxbridge show limited dependence on the airport. However the airport is perceived as a major location factor by international firms especially at Stockley Park.

2.16 Development Proposals

Heathrow Key development sites close to the airport include the former Government Office Buildings at Stockley Road/ Bourne Avenue being redeveloped by Prologis for 55,000 sq.m of commercial / warehouse space, the redevelopment by Brixton of Polar Park (The former Penguin Books site), and Hatton Cross (X2 Centre).

Hayes, West Drayton and Stockley Park Hayes has significant development opportunities including the former Safeways Headquarters Site, Hayes (renamed Hyde Park), Phase Three at Stockley Park (Known as Dawley Wood), Hayes Goods Yard (Under construction), and London Gate (Former Thorn Emi buildings, Blyth Road, Hayes.

Uxbridge With its good communications and the completion of the Chimes Shopping Centre in 2001, Uxbridge has become an important retail and office centre. In employment terms Uxbridge is home to a large number of national and international companies including Allied Irish Bank, Coca Cola, Unisys, Hertz Car Rental, Parexel, Xerox, MOL, and Arri Media. Although the ‘dot.’ com office boom saw the office market stagnate in the early 2000s, since 2005 there has been a steady increase in the demand for office space in and adjacent to Uxbridge with a number of older buildings being refurbished within the centre. However since early 2006 there has been a noticeable increase in the level of interest from investors in speculative office development in the centre. The North Uxbridge

Local Development Framework Background Technical Report 7 Tourism Study January 2007 Industrial Area is currently being redeveloped by Slough Estates for commercial/ warehousing purposes. Of particular significance is the future mixed use potential of the 47ha RAF Uxbridge, the former British Gas Site, Cowley and Capeboards sites in Uxbridge Industrial Estate.

2.17 Conclusion

With Heathrow and Northolt airports and a strong local economy operating at the international level, meeting the needs of visitors to the Borough is a significant consideration in the production of Hillingdon’s Local development Framework. In particularly it is important that Hillingdon maintains sufficient appropriate visitor accommodation and ancillary services in the most sustainable locations to meet future need. This has particular implications in terms of future employment and training needs, wealth creation opportunities and support for Hillingdon’s local economy and culture.

Local Development Framework Background Technical Report 8 Tourism Study January 2007 3.0 TOURISM IN HILLINGDON

3.1 Tourism is an important part of the Hillingdon economy. In particularly the key sectors are the: • Business and the conference market, • Transit trade (visitors stopping in Hillingdon en route to another location), and • Leisure market, especially at weekends and during holiday periods from visitors to the Borough.

3.2 The Borough processes a wide range of leisure and cultural facilities to meet the needs of the traveller and the short term visitor. They include:

• The Colne Valley Park with wildlife and water sports facilities; • The Grand Union Canal; • Ruislip Lido; • Heathrow Airport; • Bayhurst Woods Country Park; • Minet Country Park; • Harmondsworth Moor; • Golf courses including Haste Hill, Northwood, Ruislip Golf Course, Uxbridge Golf Course and Stockley Park Golf Course; • The Hillingdon Outdoor Activities Centre; • The Willow Tree Marina, Yeading; • Various commercial leisure facilities including a multiplex cinema, 2 theatres (The Beck, Hayes and The Compass, Ickenham), tenpin bowling, bingo, restaurants, pubs, gyms and nightclubs. • The Borough has a wide range of historical features including its inns, churches, archaeology, barns and 20th century architecture predominantly associated with ‘Metroland’

3.3 Proposed sport and leisure facilities • Hillingdon House Farm 50m swimming pool • Botwell Green Sports Centre

3.4 From a visitor’s perspective Hillingdon and its tourism infrastructure is located at the centre of many world-class attractions. The Borough is well placed to serve as an out of central London accommodation, entertainment and retail provider for leisure and business visitors wishing to visit a range of attractions within easy reach of Hillingdon. Some are in London; others are in Surrey, Windsor, Buckinghamshire and Oxford. These include: Legoland, Windsor Castle and Great Park, Kew Gardens, Ascot, Wembley, Twickenham and Brooklands.

Local Development Framework Background Technical Report 9 Tourism Study January 2007 Fig 3 Ruislip

3.5 Furthermore many visitors use the Heathrow hotels as a base for short breaks in London, stopovers en route to an overseas holiday, special events in West London, and visiting friends and relatives. Moreover Heathrow has traditionally been the main overspill area when central London is at capacity though this has become increasingly challenged in recent years with more affordable accommodation being developed on the major routes and approaches into central London. In 2005 Ealing had the highest number of hotel rooms under construction, and there are extensive new hotel proposals associated with the new Wembley Stadium. (Further details in Section 4). Such development will result in greater competition for Hillingdon’s visitor accommodation and needs to be considered in assessing future need (Section 5).

Local Development Framework Background Technical Report 10 Tourism Study January 2007 Fig 3 Willow Tree Marina, Grand Union Canal

3.6 Value of Tourism in Hillingdon

The London Development Agency (LDA) as part of their evidence and intelligence gathering remit for Visit London have developed a Local Area Tourism Impact Model. With information derived from the International Passenger Survey (IPS) 2004, the United Kingdom Tourism Survey (UKTS) and the Great Britain Day Visits Survey (GBDVS) 2003 undertaken by a consortium led by the Countryside Agency, information has been interpreted for London and disaggregated to the borough level supplemented by two new surveys commissioned by the LDA from Experian Business Strategies (2005).

3.7 Tourism accounts for 190,000 jobs (4%) of total employment) in London and generates £12.9 billion in visitor spending per annum. In Hillingdon tourism accounts for 3.4% of employment or 5,700 jobs. This is comparable to the construction sector (5,500) and only slightly below the manufacturing sector (8,900)2.

2 Office of National Statistics 2001 Census Local Development Framework Background Technical Report 11 Tourism Study January 2007 3.8 Table 1 Headline visitor numbers and spending in London Borough of Hillingdon

Hillingdon Overseas Domestic Day Visitors Total Visitors Visitors (‘000) (‘000) (‘000) (‘000) Day Visits - - 654 654 (3+hours) Overnight 240 297 - 537 visitors Number of 1,989 762 - 2,751 nights Spending 118,528 61,359 18,574 198,461 (£) Sources: IPS, UKTS, GBDVS, EBS All figures in thousands

3.9 60% of Hillingdon’s tourism income comes from overseas visitors; this is comparable with West London but significantly above the London average of 50%. Domestic overnight visitors accounted for 31% significantly above both the West London (25%) and London (21%). This is largely attributable to the Heathrow area hotel offer.

3.10 In terms of length of stay in Hillingdon the LDA’s Local Area Tourism Impact Model (LATI) indicates that domestic visitors to Hillingdon made 297,000 trips and stayed a total of 762,000 nights in 2004. This translates to an average stay of just over 2.5 nights per trip. However overseas visitors made 240,000 trips to the Borough, staying a total of 1,989,000 nights (8.3 nights per trip average). In terms of overseas visitors, this exceeds both West London and London averages, though in terms of domestic visitors the length of stay is broadly consistent with West London and London findings.

3.11 Of the £12,890 million income from tourism for London and the £815m for the west London sub region, an estimated £198 million was spent in Hillingdon (1.5% of the London total and 24,3% of the west London total). Estimated spending by overseas visitors (£119 million) is nearly twice that by domestic visitors staying one night or more in Hillingdon (£61 million) and 60% of total tourism spending in the Borough.

Local Development Framework Background Technical Report 12 Tourism Study January 2007 4 SUPPLY OF HOTEL AND VISITOR ACCOMMODATION

4.1 To meet the needs of visitors in 2006 there were 8,155 hotel rooms in the Hillingdon located in 27 hotels graded 2 star (or equivalent) and above. These are listed in Table A1 Appendix 2 and are shown on Map 2. The hotel figure excludes guest houses and B & B’s and Brunel University student accommodation. However within the recognised hotels there are two specialist visitor accommodation units; the Arora Hotel which meets the needs of airline crews flying in and out of Heathrow and the Berkeley Park Executive Suites which provides market specific business/hotel suites aimed at the international business traveler.

Fig 4 Hilton Hotel Terminal 4 Heathrow

4.2 The majority of hotel accommodation (7,705 rooms) is located in the Heathrow Area, immediately adjacent or south of the M4 and in the vicinity of Hatton Cross. All the Heathrow hotels are large, grouped owned hotels. Currently the Hilton at Terminal 4 is the only on airport hotel, though this will be joined in 2008 by a new 600 room hotel at Terminal 5. The other Heathrow area hotels are linked to the airport by a Hoppa bus service and are members of the Heathrow Hoteliers Association. This organisation also includes members from adjoining boroughs and districts.

4.3 In terms of the accommodation and service provision and size of hotels in Hillingdon, Table 2 provides a breakdown of the standard of the hotel and quantifies room numbers. The table shows that whilst 55% of Hillingdon’s

Local Development Framework Background Technical Report 13 Tourism Study January 2007 hotel’s have a three star or equivalent rating 49% of the rooms are in 4 star establishments, indeed 4 and 5 star establishments account for 63% of the hotel rooms in the Borough. This is due to the continued domination of luxury hotels in the Heathrow vicinity mainly along the Bath Road.

4.4 Table 2 Hillingdon Hotel Supply by Type

Standard Establishments Rooms % of Rooms Av. Size of Hotel 5 star 2 1,099 13 550 4 star 9 4,025 49 447 3 star 15 2,985 37 199 2 star 1 46 <1% 46 27 8,155 100.0 302 Source: LB Hillingdon 2006

4.5 The size of the Heathrow hotels is demonstrated in Map 2 which shows the geographical concentration of hotels and in particular the location of the largest hotels in the Heathrow Area. Map 2 further reveals how limited the hotel offer is away from Heathrow, especially in Uxbridge and Hayes.

4.6 In terms of accommodation costs, as part of this study, the internet was used to search for hotel rates. It was found that the average cost for a double room in Hillingdon was £110 per night. However for three star accommodation the cost was more typically £75 to £80 per night. However this was slightly higher in the north of the Borough where costs were in the region of £85 to £90. In the Hillingdon Hotels Strategy (1998) one of the key observations of the hotels in the Heathrow Area was the lack of affordable accommodation. In the last eight years there has been a modest increase in the level of affordable visitor accommodation with the opening of the Premier Travel Inn London Heathrow and an extension at the Comfort Inn. In addition the development of internet accommodation booking services has ensured that the Heathrow hotel market has become increasingly competitive. Furthermore many operators, and especially the budget operators are, at present, looking for new sites in the Heathrow area. In identifying new sites in an area with land supply very limited, operators frequently consider the upgrade of smaller sites.

4.7 Heathrow hotels are considered as functional, although of good quality. 19 of the hotels have good leisure facilities including gyms with 9 having swimming pools.

4.8 Historically, the area around the airport was of poor quality, with many excavation and landfill sites. However since the 1990s there have been steady improvements to the quality of the environment especially along the Bath Road, the A30 and adjoining areas. In particularly there have

Local Development Framework Background Technical Report 14 Tourism Study January 2007 been significant improvements to the open spaces including the re- generation of Harmondsworth Moor. This has helped to improve the quality of the visitor experience and the Borough’s appearance as London’s international gateway.

Conference Market

4.9 Whilst the Heathrow hotels primarily serve travellers using the airport, the proximity to one of the world’s foremost airports means that many of the Heathrow hotels offer a range of conference facilities to meet the needs of international organisations utilizing the unique character of Heathrow as an international hub.

Fig 5 Conference Facilities in Hillingdon Hotels

4.10 According to the UK National Tourism Boards Delegate Expenditure Survey (2006) reveals that corporate multi-day conferences result in an average expenditure per delegate per day of £459. Corporate day expenditure equated to £120 per day per delegate. For domestic associations multi-day expenditure was £461 per day and international associations £364 per day. In Hillingdon, the hotels can accommodate in excess of 5,000 conference delegates in 16 hotels. However it should be noted that the range of venues range from 10 room meeting rooms to 450 seat auditoriums. 92% of delegate spaces are within the Heathrow hotels reflecting the importance of the Heathrow connection and also the airport’s proximity to the national road network.

Local Development Framework Background Technical Report 15 Tourism Study January 2007 Room Occupancy

4.11 In terms of occupancy levels PKF Monthly London Hotel Trends have identified that across London during August 2006, hotel occupancy rates averaged 83%. In Heathrow Monday to Thursday occupancy rates are frequently higher but at weekends room occupancy rates generally fall. However as demonstrated by recent delays at Heathrow as a result of industrial action, poor weather and international events, hotels will be at maximum capacity with passengers often having to be found accommodation beyond the immediate vicinity of Heathrow. Indeed the recently introduced EU Regulation EC 264/2004 ‘Compensation for denied boarding or the cancellation or long delay of flight’ which came in to force in February 2005 has improved passenger rights at time of long delays including the use of hotel accommodation. This has subsequent implications on increasing the demand for hotel accommodation in the Heathrow area, especially as aircraft are becoming larger.

Hotels elsewhere in Hillingdon

4.12 There are seven star rated or equivalent hotels located elsewhere in the Borough including:

• Days Hotel, South Ruislip, • Premier Lodge, Hayes, • The Barn Hotel Ruislip, • The Tudor Lodge Hotel, Eastcote, • Kings Paget Hotel, West Drayton; and • The Red Lion Hotel, Hillingdon.

In addition there is also the Master Brewer Hotel, Hillingdon Circus but the site is due to be closed by its new owners Tesco Stores by 2007. Currently there are no hotels in Uxbridge, though permission has recently been granted for a 120 room Travel Lodge, adjacent to the Bus and Underground station.

4.13 Most of the non Heathrow hotels seek to meet the needs of both the business traveller and tourist and local functions e.g. weddings, by seeking to capitalise on their individual character. They also help to meet need created by Northolt Aerodrome.

Local Development Framework Background Technical Report 16 Tourism Study January 2007 Fig 6 Visitor Accommodation in Hillingdon

Guest Houses, B & B’s and Non Graded Hotels

4.14 Guest Houses, B & B’s and non-graded hotels account for 381 rooms in 37 sites in Hillingdon (See Appendix 2 Table A2). These sites have been identified for use primarily for visitor accommodation rather than meeting emergency housing needs. Furthermore for the purposes of this study the category includes the Brunel Conference Centre but excludes general student accommodation, which whilst available in the holidays does not represent a general visitor accommodation use.

4.15 Map 2 reveals that guest houses, B & Bs and non graded hotels appear to be located more evenly across the Borough, especially in the central area in the A40/M40/ A4 corridor.

4.16 The majority of the establishments are small with 65% having 10 rooms or less with 32% having less than four rooms. Table 3 below provides a breakdown of the establishments. The smaller establishments are generally privately owned but a number of the larger units are becoming increasingly owned by hotel operator chains.

Local Development Framework Background Technical Report 17 Tourism Study January 2007 4.17 Table 3 Size of Guest Houses, B & Bs and Non graded hotels

Number of rooms Number of establishments Less than 4 12 4 to 6 6 7 to 10 6 11 to 20 7 More than 21 6 Total 37 Source: LB Hillingdon 2006

4.18 There is little current pub accommodation in Hillingdon and since the 1998 survey, accommodation at these establishments has been in decline except where the site has been taken over by a hotel operator.

4.19 In 2006 the average tariff was approximately £35 for a single room and £50 for a double room in guest house and small hotel type accommodation in Hillingdon, thus providing a more affordable alternative for the visitor.

LB Hillingdon Visitor Accommodation Pipeline Supply

4.20 With Heathrow Terminal 5 due to open in 2008 and an additional 25million travellers expected to be using the airport by 2012, as well as the general strength of the Hillingdon and London economies, Hillingdon continues to attract significant interest from the hotel sector. Table 4 presents visitor accommodation pipeline supply in September 2006.

4.21 Table 4 LB Hillingdon Visitor Accommodation Pipeline Supply

Location Number of Status Rooms Terminal 5 Heathrow 600 Started. Due to open 2008 Hayes Goods Hayes 246 Started. Due to open Yard 2008/9 Hayes Gate Uxbridge 245 Permission granted House, Road 2005 for change of use and conversion of existing office building. Not started. Terminal 4 Heathrow 245 Renewal of Planning Permission for extension in 2004. Not started. The Grapes, Uxbridge 24 Permission granted Premier Lodge Road 2006 for increase in Local DevelopmentHeathrow, Framework Background Technical Reportnumber of hotel18 Tourism Study January 2007 rooms to 86 total. Not started Premier Lodge Road 2006 for increase in Heathrow, number of hotel rooms to 86 total. Not started Quenchwell Hayes 19 Permission granted House, for change of use of Coldharbour office building Lane granted 2006. Not started Colham Uxbridge 120 Permission granted House, Bakers 2006. Not started. Road Berkley Road Heathrow 11 Permission granted 2004. Not started Comfort Inn Heathrow 19 Permission granted 2004. Not started. Long Lane Hillingdon 69 Permission granted 2004. Not started. Golden Cross Hayes 33 Redevelopment of Pub site to provide hotel. Not started Barn Hotel Ruislip 13 Started. Radisson 307 Permission granted Edwardian 1998 with section 106 signed in 2002. Not started. Orange Peel Pied Heath 12 Permission granted Pub Road 2006. Not started Total 1,963 Source: LB Hillingdon 2006

Local Development Framework Background Technical Report 19 Tourism Study January 2007 Fig 7 Terminal 5 and new hotel under construction 2006 due to open 2008

4.22 Whilst the Heathrow area continues to attract much of the interest, following the opening of the Heathrow Connect Rail Service in 2005 Hayes provides new opportunities for tourism related development. Similarly the continued regeneration of Uxbridge following the opening of the Chimes retail and leisure complex in 2001, the increase in the level of office employment and the growth of Brunel University has presented opportunities in an otherwise undeveloped tourism market. In addition there is interest in the redevelopment of smaller sites, especially public houses, which already have a leisure type use.

4.23 However whilst there is a strong pipeline supply and a strong demand for sites for new hotels and other visitor accommodation, competition from other land uses and existing land use designations especially the Green Belt and Employment Land designations is restricting growth, especially in the vicinity of Heathrow and Uxbridge.

Visitor Accommodation in Neighbouring Locations

4.24 Of visitor accommodation in neighbouring boroughs comprising of the West London Sub Region (including the London Borough’s of Brent, Ealing, Hammersmith and Fulham, Harrow and Hounslow) and the

Local Development Framework Background Technical Report 20 Tourism Study January 2007 neighbouring districts (Spelthorne, Slough, South Bucks and Three Rivers) to the west there are an estimated 9,245 rooms.

4.25 Table 5 Hotel Supply in neighbouring locations District Hotel Rooms London Borough of Brent 747 London Borough of Ealing 1,444 London Borough of Hammersmith & Fulham 3,467 London Borough of Harrow 547 London Borough of Hounslow 968 South Bucks District Council 322 Slough District Council 912 Spelthorne District Council 501 Three Rivers District Council 337 Total 9,245 London Borough of Hillingdon 8,155 Source: LB Hillingdon 2006 and GLA 2006 Hotel Demand Study

4.26 It is evident that in hotel terms Hillingdon with 8,155 rooms has the most significant presence in the area. With occupancy rates remaining strong, Hillingdon’s hotels are holding their own, despite a steady increase in the number of rooms especially along the key arterial routes in out of borough locations.

4.27 However there is a strong pipeline supply of new visitor accommodation which needs to be examined when considering future hotel and visitor accommodation need in Hillingdon through to 2016 and beyond. Whilst the Heathrow hotels including those in Hounslow, Spelthorne and Slough have a strong locational advantage, hotel developments in Hounslow, Ealing and Brent ensure a greater choice of accommodation for the visitors in West London, especially those who would have originally considered staying at the Heathrow hotels.

4.28 Table 6 Out of Borough Visitor Accommodation Pipeline Supply

Location Vicinity Number of Status Rooms London Borough of Brent Central Wembley 150 Started Square Gratton Guest Wembley 13 Not started House Kilburn High Kilburn 48 Not started Road Shubette Wembley 210 Not started House

Local Development Framework Background Technical Report 21 Tourism Study January 2007 High Road Wembley 15 Not started Total 436

London Borough of Ealing Hanger Lane Ealing 44 Not started Broadway Southall 34 Not started Broadway Southall 12 Not started Boston Road W7 9 Not started Travelodge NW10 7 Not started extension South Road Southall 10 Not started Ritz Parade W5 91 Not started Total 207

London Borough of Hammersmith & Fulham Vencourt W7 26 Not started Hotel extension Bingo Hall Shepherds 182 or 186 Not started Bush Total 208

London Borough of Harrow The Vine Stanmore Hill 6 Not started Public House Total 6

London Borough of Hounslow Ramada Bath Road 180 Not started Jarvis extension Bullstrode Hounslow 5 Not started Road Chiswick High W4 17 Not started Road Chiswick High W4 118 Started Road Hanworth TW3 7 Road Viking House Hounslow 66 Started 8-10 Lampton 69 Not started Road 20-22 Staines Hounslow 148 Not started Road 61-63 Staines Hounslow 40 Not started Road Local Development Framework Background Technical Report 22 Tourism Study January 2007 Road York Road Brentford 49 Started Site R Feltham 115 Started Town Centre Hounslow 136 Started 12-32 Hounslow 146 Not started Lampton Road Total 1,096

Slough District Council Premier Poyle 297 Started Travel Lodge Total 297

Spelthorne District Council Former Celotex Sunbury TW16 131 Not started Works, 5DJ Hanworth Road, Turk’s Sunbury TW16 6 ? Boatyard, 5QP Thames Street, 137 Total (All) 2,381 Total Started September 2006 931 Source: LB Hillingdon, London Development Database 2006

4.29 Table 6 highlights that there are permissions for 2,381 hotel rooms at neighbouring boroughs/ districts outside Hillingdon. In terms of new rooms 39% of the hotels rooms had started as of September 2006 with the result that an additional 931 rooms will come on to the market by late 2006. Brent’s additional supply appears to be located predominantly in the Wembley area. In the London Borough of Hounslow permissions have been granted predominantly in Hounslow, Feltham, Chiswick and Brentford. In Ealing, Southall has attracted greatest interest and in Hammersmith and Fulham Shepherds Bush is the key location. To some extent, each of these locations will have a pull effect on Hillingdon visitor accommodation and will need to be considered as part of the emerging Local Development Framework.

Local Development Framework Background Technical Report 23 Tourism Study January 2007 5.0 FUTURE DEMAND FOR VISITOR ACCOMMODATION IN HILLINGDON

5.1 Since the 1998 the level of visitor accommodation in Hillingdon has significantly increased from 5,403 rooms to 8,536 rooms. This equates to an increase of 7% per annum.

5.2 The London Plan (2004), estimated, using a benchmark produced by Pricewaterhouse Coopers in 2002, that over the demand period 2001- 2016, London would require an extra 36,000 rooms or the equivalent of an additional 2,400 rooms per annum. The GLA Hotel Demand Study (June 2006) revisited these estimates providing an updated strategic assessment of future visitor accommodation needs across London including indicative estimates of individual borough needs to support the robustness of the Further Alterations to the London Plan (2006).

5.3 The study concluded that 2,000 extra ‘net’ rooms will be required per annum over the period to 2026. To meet this target, a total of 2,500 new (‘gross’) hotel rooms will be required each year, as the study predicts a loss of 500 rooms per annum across London.

5.4 The 2006 Hotel Demand Study produced by Grant Thornton and The Leisure Company, considers that stronger growth is expected in the first decade in order to meet the challenge of the 2012 Olympic and Paralympic Games. It is estimated that around 2,800 gross new rooms including hotels, bread and breakfast establishments and guesthouses will be required each year for the period 2007-2016 across London.

5.5 In arriving at the revised benchmark the study has: • Reviewed long term trends in the London tourist market; • Considered current trends in the provision of serviced accommodation and future trends; • Considered the impact of the London 2012 Olympic and Paralympic Games and demand for conference and business travel; • Examined the pipeline of new hotel bedrooms and estimated the expected loss.

5.6 London is the most visited city in the world by international tourists, with 1.75% of the world’s international arrivals visiting London. Heathrow is the international gateway to London, the UK and Europe. Over the past 20 years international visitors have been growing solidly. Despite a slowing in growth in the early 2000s, London’s share of international arrivals has increased since 2003 with international arrivals growing by 14% in 2004 and 6% in 2005.

Local Development Framework Background Technical Report 24 Tourism Study January 2007 5.7 Domestic visitors to London have risen over the long term, but have declined slightly in recent years. One source of decline is the rise of the low cost airline flying from regional locations. This both increases competition with Heathrow and can have a negative effect on UK visitors to the Heathrow area hotels.

5.8 However, London’s profile continues to be developed and raised. The work of Visit London, major city events and the successful bid for the 2012 Games continues to strengthen the city’s global appeal. With growing incomes in the developing countries and the expansion of the European Union eastwards, it is expected that the demand for travel will rise, resulting in a continual increase in International visitor numbers to London. In particularly, the booming markets in India and China offer huge potential to Hillingdon and London for attracting new visitors both in terms of business travel and in tourism.

5.9 In terms of the number of nights spent in hotels, whilst this is increasing, it is at a slower rate than the number of visitor nights spent in London. In 1995 visitor nights in hotels accounted for 39.8% of the total, but by 2004 this was down to 30.5%. It is proposed that this decline is in part attributable to increasing numbers of international tourists staying with family and friends in London.

5.10 In terms of losses, these would appear to be occurring in the B&B sector across London. Some decline has been noted in Hillingdon. But similarly smaller sites (such as public houses) have been intensified. However it is possible that there may be some losses associated with regeneration schemes and changes to other uses such as housing.

5.11 Over the period 2007-2026 the indicative estimate for new hotel development suggests that Hillingdon will require 3,800 new rooms replacing 800 rooms anticipated to be lost resulting in net extra room requirement of 3,000 more rooms. It is further predicted that the majority of this estimate will be required by 2012 (GLA Hotel Demand Study 2006).

5.12 Three key issues emerge from the estimate:

a). Is the figure realistic? b). Is the timetable realistic? c). Should the growth be allocated to specific sites in Hillingdon?

Is the hotel estimate realistic?

5.13 Based on recent growth in visitor accommodation of 7% per annum or the equivalent of 400 rooms per annum in Hillingdon, the figure would appear

Local Development Framework Background Technical Report 25 Tourism Study January 2007 to significantly underestimate long term future growth which based on current trends would suggest a need for 2,400 rooms by 2012 and a further 5,600 rooms by 2026. However some of this recent growth is associated with the Terminal 5 approval and as such the estimate may be appropriate through to 2016.

Is the time table for new hotel accommodation appropriate?

5.14 In view of Hillingdon’s current pipeline supply of 1,963 rooms and the general determined approach by nature of operators with regard to future investment in Hillingdon, it is very likely that most of the growth will be achieved by 2012. However the future estimate figure would need to be closely monitored and would need to be revisited should there be potential expansion or contraction of operations at Heathrow or other significant developments.

Should the growth be allocated to specific sites in Hillingdon?

5.15 With land supply very limited in Hillingdon, especially in the Heathrow Area and the scale of competition from alternative uses including housing, site allocation policies may provide one solution to ensure there are adequate sites for visitor accommodation. However this would need to be linked to other key objectives to optimise the benefits for Hillingdon and to minimize the environmental costs of new development.

Local Development Framework Background Technical Report 26 Tourism Study January 2007 6.0 STRATEGIC POLICY DEVELOPMENT FOR TOURISM IN HILLINGDON

6.1 Historically Hillingdon has been forward thinking in terms of promoting tourism in the Borough with its Destination Hillingdon Tourism Marketing Strategy for Hillingdon (1998) and Hillingdon Hotel’s Strategy (1998). In land use terms the Unitary Development Plan (adopted 1998) Part 1.28 seeks ‘To encourage the provision of a range of hotel and conference facilities provided development does not harm the environment’. However only one site proposals policy (PR7 Land at Bourne Avenue) considered the inclusion of a hotel development within a redevelopment scheme. More recently Hillingdon has been working with the West London Alliance with regards to tourism development (See below).

6.2 In assessing the future direction of tourism in the London Borough of Hillingdon it is important to assess the latest national and regional guidance in addition to local circumstances. From this assessment it will be possible to consider the range of parameters and options which can be realistically considered in the treatment of tourism in the London Borough of Hillingdon’s emerging Local Development Framework.

Good Practice Guide on Planning for Tourism (DCLG 2006) 6.3 This document replaces Planning Policy Guidance 21 Tourism (1992). The new guidance seeks to ensure that the importance of tourism is taken into account when preparing development plan documents and taking planning permissions through developing effective partnerships to facilitate, promote and deliver new tourism developments in a sustainable way.

6.4 With tourism contributing £74 billion to GDP, it is the third largest foreign exchange earner, accounting for 4% of total exports. Tourism contributes an estimated £11.8 billion to the national exchequer. Every 1% increase in tourism revenue generates £118m for Government. For every £1 invested in tourism, the country gains £5 through taxation for reinvestment. Nationally tourism employs 2.2 million (7.7% of the UK workforce with 20% located within London.

6.5 At the local level the guidance indicates that tourism can bring many broad benefits that will contribute to the economic and social well being of local communities and individuals. It can: • be the focus of regeneration; • be an area based growth catalyst; • provide retraining opportunities for the resident workforce and help to diversify over-specialised economies; • help maintain and expand underused sports and recreation facilities in urban areas.

Local Development Framework Background Technical Report 27 Tourism Study January 2007 6.6 The revenue generated by tourism can help to: • support and enhance local services and facilities; • secure the retention or upgrading of public services such as public transport, health centres and libraries; • support a broader and more vibrant and active community by attracting arts, sports or cultural events; • underpin the quality of the local environment and facilitate further enjoyment of it by residents and visitors.

6.7 Tourism can be the key to maintaining and enhancing the environment: • the economic benefits can help to sustain and improve both the natural and built environment; • derelict land and buildings can be brought back into use; • visitors to historic buildings, archaeology and landscapes can provide income and voluntary support which help maintain and conserve areas; • proposals involving high quality design improve the visual and environmental experience.

6.8 In devising effective strategies policies are required to be developed to suit the particular circumstances of an area as a result of involving stakeholders. Broadly strategies should aim to: • Maximise the benefits of tourism, in particular ensure that the development is able to reach its potential to contribute to tourism in the area and for local communities to enjoy the benefits; • Identify optimal locations; • Integrate development with its surroundings both in terms of design and layout and in the way that the service or facility is able to function; and • Avoid adverse impacts, for example by disturbance to activities on adjacent land.

6.9 Key issues to be considered include: • Location of new accommodation facilities • transport and accessibility; • functional links; • regeneration benefits; and • labour supply and skills available.

6.10 The guidance provides general locational principles for different types of tourist accommodation and other forms of tourism development and discusses the use of conditions.

Local Development Framework Background Technical Report 28 Tourism Study January 2007 6.11 For Hillingdon the benefits that could be obtained by linking tourism development with regeneration schemes and enhancement of the historic and natural environment could bring significant benefits especially to locations with good access to Heathrow. Such development would need to be co-ordinated with further enhancement of the tourism offer and improved skills development among the local community so that a greater number of local people can be employed locally thereby reducing the need to travel.

Visit London: The Mayor’s Plan for Tourism (2002) 6.12 The Mayor's Plan for Tourism provides the basis for the first single tourism action plan for London including the formation of what was to become Visit London. The document has four main strategic priorities: growth, dispersal, resources and diversity & inclusion. Significantly it establishes a number of key indicators which would be used to assess the strategy and policy interventions developed through Action Plans. These include: visitor expenditure, creation of new tourism areas, improved visitor satisfaction and quality standards, investment in tourism, marketing campaigns and formation of Visit London – a single body to replace the London Tourism Board.

London Tourism Action Plan 2003/4- 2005/6 (LDA 2003) 6.13 The London Tourism Action Plan 2003-06 identifies four main pillars of activity: Leadership & Promotion, Market Development, Evidence & Intelligence and Product Development. For each pillar a range of actions are identified.

6.14 In achieving these actions the Action Plan identifies a number of opportunities: • establishing a delivery framework for tourism in London; • developing a World Class tourism product; • bringing benefits for Londoners; • developing tourism for all; • thriving on London’s diversity; • support environmentally sustainable forms of tourism development; • attracting international events; and • encouraging London’s late night economy.

6.15 As part of the evidence and intelligence pillar a London wide tourism impact model was to be developed.

The London Plan (GLA, 2004) 6.16 With regards to tourism London is identified as a world leader in attracting high value overseas visitors and is an important gateway to the UK’s regions and nations. London’s tourism also provides employment opportunities and quality of life benefits for London’s communities. It helps

Local Development Framework Background Technical Report 29 Tourism Study January 2007 to attract and retain talent and corporate location decisions that ensure economic competitiveness. As well as maintaining the central core of activities, there are opportunities to spread tourism activity and facilities into the town centres and suburbs outside central London.

6.17 Policy 3B.10 Tourism industry states: The Mayor, working with strategic partners, will: • develop his tourism strategy to enhance London’s existing tourism offer and to create integrated and sustainable new products and destinations especially outside the central London core, to disperse tourism benefits to the town centres and suburbs; • lead the development of key infrastructure projects and support major events bids to enhance London’s image and economy; • improve the tourist environment, visitor information and management to provide a better visitor experience and manage pressures on key tourist locations.

6.18 In implementing the Tourism Strategy Policy 3D.6 ‘Visitors accommodation and facilities’ states:

The Mayor will work with strategic partners to implement London’s Tourism Strategy and to achieve 36,000 additional hotel bedrooms by 2016 and to improve the quality, variety and distribution of visitor accommodation and facilities. Boroughs should: • identify capacity for new hotel provision in town centres and other locations beyond the Central London sub-region, such as Opportunity Areas, with good public transport access to central London and international and national transport termini; • focus strategically important new hotel and tourism provision within the central London sub-region on Opportunity Areas; • accommodate smaller scale provision in town centres elsewhere within central London and Central Activities Zone fringe locations with good public transport and resist further intensification of provision in areas of existing concentration, except where this will not compromise local amenity or the balance of local land uses; • support the provision of a wide range of tourist accommodation, such as aparthotels, bed and breakfast accommodation, self- catering facilities, youth hostels and camping and caravan sites; • support existing and encourage development of new tourist attractions which complement the wider policies of this plan, especially for regeneration and town centre renewal; • identify Tourism Action Zones and propose policies for their development and for the protection of local communities from adverse impacts.

The Mayor will work with strategic partners to consider the economic case

Local Development Framework Background Technical Report 30 Tourism Study January 2007 for additional international convention centre capacity in London.

London Tourism Vision 2006-16 (LDA 2006) 6.19 With the rapid changes in nature of global tourism as a result of the growth of new markets, the introduction of new structures (i.e. establishment of Visit London), and the award of the Olympic and Paralympic Games in 2012, a new tourism landscape has emerged for London with a need for a longer term vision. The ten-year vision seeks to builds on the achievements of the 2003-6 Action Plan by setting new challenges and priority areas for action. In order to deliver the ten-year vision a series of three/four year Action Plans will be developed.

6.20 The overall vision states: ‘By 2016, London will be recognised as the leading global city for tourism and as a constantly evolving destination. London will deliver a high quality visitor experience, continually surprising and exciting our visitors with a vibrant, contemporary, diverse offer in an historically and culturally rich environment. Tourism in London will contribute to the economic success of the city and the quality of life for Londoners.’

London Tourism Action Plan 2006-9 (LDA 2006) 6.21 To implement the vision, five key themes are developed in the action plan. These include: i. a global city • attracts first time and repeat visits from both new and existing markets (in both leisure and business tourism); • deliver targeted campaign planning and implementation across relevant markets and positioning London as a vibrant and diverse ‘must see’ destination; • position ‘Totally London’ as the leading London tourism brand; • maximise London’s role as a gateway to the rest of the UK; and • position London as a premier global sporting, cultural and business events city.

ii. a quality visitor experience • develop and deliver a Visitor Information framework for London that creates lasting improvements in visitor information provision; • improve the quality of accommodation and visitor perceptions of value for money; • to improve the quality of attractions through a range of business support; • substantially improve London’s sense of welcome in order to improve and add value to the visitor experience; • research and monitor the quality of visitor experience.

iii. a sustainable and inclusive city Local Development Framework Background Technical Report 31 Tourism Study January 2007 • better understand visitors’ motivations or barriers to visiting London; • improve understanding of the diversity/inclusiveness of London’s product offer; • improve the inclusivity and accessibility of the visitor experience; • seek to improve the visitor experience of public transport; • improve quality of coach tourism experience; • increase profile and usage of services along the Thames; • improve the sustainability and environmental performance of London’s visitor economy.

iv. professionalism at every level • provide the right people at the right time with the right skills; • ensure that employees within the industry have the skills necessary to deliver truly world class customer care through productivity; • ensure that the skills that employers need are available and fully match the job role requirements and expectations; • ensure a high quality employer-focussed training offer.

v. industry support and partnership • deliver improved intelligence on the tourism industry to stakeholders; • develop and maintain improved communication with the tourism industry; • continue to improve co-ordination of efforts within the tourism industry; • implement a programme of business support which improves the overall quality of the tourism product in London; and • facilitate a structured approach to accommodation development in London.

6.22 Careful management of tourism development is required to: • spread the benefits of tourism whilst protecting local communities; • reduce energy use and local pollution; • respond to increased consumer awareness of sustainability issues; • optimise green, healthy London; • raise awareness of sustainability issues amongst visitors; • promote regeneration; • improve local understanding and access; • improve local employment and skills; • ensure a balance of visitor types; • address Inclusivity; • support community integration • improve environmental performance

Local Development Framework Background Technical Report 32 Tourism Study January 2007 6.23 Whilst the London Tourism Action Plan has a number of broad objectives, each theme can be interwoven into improving and developing Hillingdon’s tourism offer and enhancing the benefits for the local community. Key areas for consideration include the adoption of a structured approach to accommodation development and the further enhancement of local skills as a means to addressing local employment accessibility.

Draft Further Alterations to the London Plan (2006) 6.24 The draft Further Alterations to the London Plan published in September 2006 have sought to enhance the original Policy 3B.10 with the Olympic and Paralympic Games being specifically identified as well as improving the quality of the tourist environment and customer service. The proposed Policy 3B.10 Tourism Industry states:

The Mayor, working with strategic partners, will: • develop his tourism strategy to enhance the quality and appeal of London’s existing tourism offer and to create integrated and sustainable new products and destinations especially outside the central London core.

• identify capacity for, and encourage development of sustainable tourism provision, including for the Olympic and Paralympic Games, in town centres and other locations with good public transport access.

• work to maximise opportunities arising from the Olympic and Paralympic Games to promote London’s status and image as a leading world city to an international audience, including potential tourists and investors.

• lead the development of key infrastructure projects and support bids for major international events as well as home-grown events to enhance London’s image and economy

• improve the quality of the tourist environment, visitor information management and customer service to provide a better overall visitor experience and to manage pressures on key tourist locations.

6.25 Policy 3D.6 has been updated with need identified through to 2026 and a requirement for borough’s to better meet the needs of visitors with disabilities.

Policy 3D.6 Visitors accommodation and facilities states:

Local Development Framework Background Technical Report 33 Tourism Study January 2007 The Mayor will work with strategic partners to implement London’s Tourism Strategy and to achieve 50,000 gross additional hotel bedrooms by 2026, to improve the quality, variety and distribution of visitor accommodation and facilities and to bring forward a major international convention centre.

Boroughs should:

• beyond the CAZ (Central Activities Zone), identify capacity for new visitor facilities in town centres and other locations such as Opportunity Areas, with good public transport access to central London and international and national transport termini

• within the CAZ focus strategically important new visitor provision on its Opportunity Areas

• accommodate smaller scale provision in CAZ fringe locations with good public transport and resist further intensification of provision in areas of existing concentration, except where this will not compromise local amenity or the balance of local land uses

• support the provision of a wide range of tourist accommodation, such as aparthotels, bed and breakfast accommodation, self- catering facilities, youth hostels and camping and caravan sites

• support an increase in the quality and quantity of fully wheelchair accessible accommodation in light of integrated strategic and local assessments.

• support existing and encourage development of new tourist attractions which complement the wider policies of this plan, especially for regeneration and town centre renewal

• identify Tourism Action Zones and propose policies for their development and for the protection of local communities from adverse impacts.

West London Tourism Strategy and Action Plan (2005) 6.26 The West London Tourism Strategy is a joint venture between the London Development Agency, West London Business and Visit London. Fully supported by the West London Alliance and other major partners in West London, the Strategy seeks to capitalise on West London’s assets and maximise the opportunities by benefiting the entire community. The Strategy covers the London Boroughs of Brent, Ealing, Hammersmith & Fulham, Harrow, Hillingdon and Hounslow. The Action Plan contains a

Local Development Framework Background Technical Report 34 Tourism Study January 2007 number of priority actions including research to quantify the benefits of tourism to each borough, specific research into the views of visitors to the area, target markets and product clusters in order that the area can be marketed more effectively in the future.

6.27 Whilst west London lacks any significant tourism attraction the strategy seeks to counter robustly the image of west London as a transit area. It concludes that effective leadership and promotion is the way forward and includes the establishment of the West London Tourism Executive drawing on both private and public partnership expertise. It establishes a Sub Regional Manager for the development of tourism in West London.

6.28 The strategy considers themes to be promoted including: business tourism, cultural diversity, ‘The West West End’ concept, culture and media, historic gems, shopping and events. This is to be developed through a Marketing Development Action plan with specific markets being targeted.

Working together for a better future Hillingdon’s Community Strategy 2005-2015 (Hillingdon Partners 2005) 6.29 The strategy seeks to ensure Hillingdon is a pleasant and vibrant place to live and work, where every member of the community has access to excellent services and the opportunity to fulfill their potential. It seeks to encourage learning and culture, safety, a clean and attractive borough with improving health, housing and social care which is prosperous where opportunities are open to all and where children and young people are healthy, safe and supported.

A prosperous borough: Hillingdon’s strategy for a sustainable economy 2005-2015 (2005) 6.30 Seeks to ensure that Hillingdon keeps abreast of economic changes and that land-use strategies, workforce, business, public sector, infrastructure and educational establishments are aware and prepared to meet the challenges ahead.

6.31 Building sustainable communities seeks to improve the places where people live and work by improving the prosperity and overall environment for businesses, communities and individuals. The strategy seeks to improve skills, develop effective partnerships and achieve strong economic growth.

Local Development Framework Background Technical Report 35 Tourism Study January 2007 Tourism in the Local Development Framework

6.32 With the number of visitors to Hillingdon set to continue to grow over the next 20 years fuelled by the expansion of Heathrow and rising global living standards and expectations, the Local Development Framework has an important part to play in supporting the strategic and Council’s proactive approach to tourism by considering the spatial implications and direction for future development of this economic and socially significant sector.

6.33 Key areas that need to be considered are:

i). The provision of appropriate facilities and land to meet identified need;

ii). The dispersal of the economic benefits and employment opportunities to Borough residents; and

iii). Support for the sustainable and environmental objectives identified in the Local Development Framework.

Local Development Framework Tourism Scenarios

6.34 In developing Preferred Options for Tourism development in Hillingdon for the next 10 to 20 years in the emerging Local Development Framework, three potential scenarios have been developed.

Scenario 1 - The Market Approach The market approach where tourism related development would be based on economic viability criteria. This approach would allow investors to act freely locating in non-designated sites. However the externalization of costs could potentially result in greater traffic congestion and harm to the environment. It could also result in opportunities to support Hillingdon’s communities being lost;

Scenario 2 – Site Allocation The specific allocation of sites for tourism related development. This approach would potentially address sustainability issues and work in connection with local regeneration and community support but the use of such a mechanism could prove inflexible in the medium to longer term;

Scenario 3 – The Balanced Approach Such an approach would identify potential sites for new development but would allow the market to operate freely for non-designated sites. This approach would steer development to sites which could maximise the regeneration benefits of tourism, enhancing the environment and leisure

Local Development Framework Background Technical Report 36 Tourism Study January 2007 offer in those locations. By not being totally specific, the plan would have a degree of flexibility which would provide the market opportunities for innovation and development. This preferred scenario provides a range of opportunities both for Hillingdon and the private sector. The next step is to consider the spatial implications of a supportive tourism policy.

Spatial Solutions

6.35 As already established tourism is a significant growth sector in Hillingdon but spatially this is largely focused in the south of the Borough around Heathrow, separated from Hillingdon’s town centres and resident population. In order to meet both the needs of the sector and other plan objectives, especially with regard to the environment and climate change, regeneration, reducing deprivation and sustainable development, spatial solutions need to be considered.

6.36 Essentially three key areas of growth have been identified; Heathrow, Hayes and Uxbridge.

Heathrow

6.37 Expansion of visitor accommodation and facilities in the Heathrow Area is largely constrained both by competition from other land uses (especially airport related activities) and land use designations including Green Belt and employment land. Whilst there are no plans to significantly modify the existing boundaries except at Terminal 5 and the Northumberland River (Green Belt realignment) and a possibility of a government proposed third runway on existing Green Belt land, there are opportunities to intensify/ expand within existing sites, change of use of non-designated former employment sites and within the Heathrow perimeter in the proposed Heathrow East Terminal. To the north at Stockley Park, due to the strong supply of office space in West London and the Thames Valley there is the potential opportunity to introduce a complimentary hotel within Stockley Park (Possibly Phase 3) which could both service the needs of the business park and through the integration with existing public transport linkages, Heathrow. Heathrow and Stockley Park would be incorporated within the emerging Southern Hillingdon Area Action Plan.

Hayes

6.38 The second area which could meet the future demand for visitor accommodation and facilities is Hayes. Traditionally an industrial town with only limited links to Heathrow, the opening of the Heathrow Connect Service in 2005 has transformed the public transport linkages with Heathrow. Crossrail will provide further enhancements from 2013/14 onwards. Recently one hotel was approved as part of a mixed use

Local Development Framework Background Technical Report 37 Tourism Study January 2007 scheme adjacent to Hayes and Harlington Station but there are other sites nearby which provide significant opportunities. Moreover and uniquely in the case of Hayes, tourism development could be the catalyst for a wider town centre regeneration initiative which the Council is pursuing along with other employment, leisure, cultural and housing development which could transform Hayes into a lively 21st Century urban quarter. A cinema, cafes, development of linkages with the Grand Union Canal and a new museum building on Hayes’s past with the record industry are just some of the initiatives being developed for the regeneration of the town which will provide significant social, environmental and economic benefits. Hayes is one of the key centres in the emerging Southern Hillingdon Area Action Plan.

Uxbridge

6.39 The third area is Uxbridge. A former market town and coaching stop on the London Oxford Road, with an historic core around Windsor Street, in recent years Uxbridge through its new retail, leisure and office development has grown to become London’s latest proposed Metropolitan Centre. In both meeting the needs of new businesses and taking advantage Uxbridge’s successes, there are many opportunities for tourism related development which could compliment sustainable development objectives within the Local Development Framework. Whilst permission was recently granted for Uxbridge’s first hotel (The Travel Lodge adjacent to the tube and bus station), the proposed redevelopment of the former RAF Uxbridge site and proposed cultural quarter with museum during the next ten years will further enhance the vibrancy and vitality of the centre. This will build on existing linkages with Brunel University, a rapidly expanding pharmaceuticals sector and other business support and media services. The area will be considered in more detail in the emerging Uxbridge Area Action Plan and Site Allocations Development Plan Documents

Site Allocations

6.40 One of the major issues with hotel development in the Borough is the lack of suitable sites due to the pressure from other land uses and existing designations. Table 7 provides a range of sites which could be explored for future tourism related development. With the exception of two sites, the majority of these sites are either in or adjacent to town centres. Hayes and Uxbridge are among the most accessible locations in the Borough and could have a very positive effect on those centres without harming their unique characters. Alternative locations have been considered including other centres but their more local nature and existing level of provision would suggest at present that in terms of additional visitor accommodation demand by operators would be more limited. However that is not to rule

Local Development Framework Background Technical Report 38 Tourism Study January 2007 out other locations and centres for future investigation, indeed the current expansion of non aviation/ civilian operations at RAF Northolt could increase demand for visitor accommodation in the north of the Borough.

6.41 Table 7 Potential Hotel Development Sites

Potential Site Location Comment Designation Heathrow East International Airport Would help to meet Terminal, Heathrow needs of travellers using Airport one of the world’s foremost airports. Former Trident Site IBA Green Belt Whilst permission Stockley Park granted for 50,000sq.m (Phase 3) of offices, the market has remained soft for five years. Site 2 miles from Heathrow, could be integrated into Heathrow Shuttle bus service London Gate, IBA, edge of centre Site long vacant, Blythe Road Hayes Heathrow Rail stopping service provides efficient service direct to Heathrow Terminals – would be of significant benefit Hayes Town Centre regeneration. Crossrail would bring further benefits. Hyde Park, IBA, edge of centre Vacant site, Heathrow Millington Road, Rail stopping service Hayes provides efficient service direct to Heathrow Terminals – would be of significant benefit to Hayes Town Centre regeneration. Crossrail would bring further benefits. RAF Uxbridge Edge of proposed Would provide hotel in Metropolitan Centre key location, close to excellent transport links. 106 Oxford Road, Edge of Metropolitan Would provide hotel in Uxbridge Centre key location, close to excellent transport links.

Local Development Framework Background Technical Report 39 Tourism Study January 2007 Heathrow Tourism Action Zone

6.42 The London Plan promotes the identification of Tourism Action Zones. In enhancing the visitor experience to Hillingdon one spatial option proposed is the development of the Heathrow Tourism Action Zone. A fundamental criticism of the current concentration of hotels in the Heathrow area is that whilst they are close to the airport and provide a good quality service, visitor perception to the area is very limited, with the result that visitors are missing out on opportunities to visit and experience other places and services within Hillingdon. Whilst site allocation policies could promote visitor accommodation and facilities in certain locations, a tourism action zone would consider the wider picture both from the needs of the visitor and the economic, social and environmental benefits to the borough. In particular the action zone could promote greater use of the open spaces (such as Harmondsworth Moor and the Colne Valley) and local attractions (such as the local inns and villages) by both leisure and business visitors. The Heathrow Connect service could help bring more visitors from Heathrow to Hayes stimulating new investment in the centre. Stronger links could be made with local sports and leisure facilities including Stockley Golf Course and the Beck Theatre as well as other planned future cultural and leisure developments. Enhancement of cycle routes and cycle hire facilities could further enable visitors to get out and about locally in a green and sustainable way. The Heathrow Tourism Action Zone could both help to build on existing and new partnerships and address potential issues such as conservation and economic development.3

Partnership Development

6.43 One area where the LDF could provide opportunities is enhancing partnership working to further tourism within Hillingdon. This would be broadly in line with national and regional guidance and would help build on existing networks in order to establish a strong base for future development. Two issues that could be addressed include:

• Hospitality skills training; and • Accessibility for people with disabilities.

3 Any proposed 3rd Runway at London Heathrow would likely necessitate a review of the Tourism Action Zone. Local Development Framework Background Technical Report 40 Tourism Study January 2007 Hospitality Skills Training

6.44 Whilst there is strong demand for new hotels in Hillingdon, there is also a need for suitably qualified and experienced staff to service visitor requirements both in existing establishments and in new and expanded facilities. A four star hotel would typically need 1 staff for every three visitor bedrooms. Due in part to the strength of the West London and Hillingdon economies, local unemployment is low at 2.3% (NOMIS Annual Business Inquiry 2005). This has resulted in a tight hospitality sector employment market. Whilst the Council and its partners (including BAA, Heathrow City Partnership, the London Development Agency, Brunel University and Uxbridge College have been promoting hospitality sector training, there remain noticeable areas of deprivation in the Borough including Charville, Townfield and Barnhill wards and other ‘hard to reach groups’. The development of the existing hospitality skills training through the use of programmes such as ‘Routes to Work’ would help to reduce unemployment in both the more deprived areas of the Borough and within the most deprived groups. It would provide new opportunities for local residents, helping to reduce local unemployment and deprivation. It would help meet the needs of employers and in turn those of visitors. It would reduce the need to travel and subsequent harm to the environment. It would also contribute to meeting the London Plan Opportunity Area employment forecasts of 11,000 jobs between 2004 -2016.

Accessibility

6.45 A second issue which is raised by the 2006 GLA Hotel Demand Study is improving accessibility for those with physical and sensory disabilities. Hillingdon, through its very significant visitor accommodation offer and connection with the aviation sector has the potential to be a leader in London on this issue, especially following the publication of the Hillingdon Design and Accessibility Statement (2006). The North Heathrow Tourism Action Zone could develop this as a central theme. This could be further developed with Transport for London and other partners.

Conclusion

6.46 By adopting Scenario 3 not only can a clear direction be provided for specific initiatives i.e. linking tourism development in specific locations with regeneration but an element of flexibility can be introduced which allows the market to be innovative in developing and implementing new initiatives. Spatial solutions can be developed to meet economic, environmental and social objectives. It can be used to develop more effective partnership working especially in terms of hospitality training and accessibility to address deprivation and disabled access. Such an

Local Development Framework Background Technical Report 41 Tourism Study January 2007 approach would seek to ensure that the needs of the visitor are met during the period of the Plan and beyond and that tourism development brings optimum benefits for Hillingdon residents and business through enhanced local amenities and facilities.

Local Development Framework Background Technical Report 42 Tourism Study January 2007 ABBREVIATIONS

CAZ Central Activities Zone DCLG Department for Communities and Local Government GPD Gross Domestic Product GLA Greater London Authority LBH London Borough of Hillingdon LDA London Development Agency ONS Office of National Statistics PPS Planning Policy Statement

Local Development Framework Background Technical Report 43 Tourism Study January 2007 APPENDICES

APPENDIX 1 BIBLIOGRAPHY

Department for Communities and Local Government Good Practice Guide on Planning for Tourism (2006) Greater London Authority Spatial Development Strategy London Plan (2004) Greater London Authority Hotel Study 2006 Greater London Authority draft Further Alterations to the London Plan (2006) Greater London Authority Demand and Capacity for Hotels and Conference Centres in London SDS Technical Report Thirteen (2002) London Borough of Hillingdon Unitary Development Plan (1998) London Borough of Hillingdon Working together for a better future Hillingdon’s Community Strategy 2005-2015 (2005) London Borough of Hillingdon: A prosperous borough Hillingdon’s strategy for a sustainable economy 2005-2015 (2005) Greater London authority Visit London The Mayor’s Plan for Tourism (2002) London Development Agency London Tourism Vision 2006-16 (2006) London Development Agency London Tourism Action Plan 2003/4 - 2005/6 (2003) London Development Agency London Tourism Action Plan 2006-9 (2006) London Development Agency West London Tourism Strategy and Action Plan (2005) PKF Monthly London Hotel Trends Tourism South East and Partners South East Hotel Development (2004) UK National Tourist Boards Delegate Expenditure Survey Estimating the direct expenditure benefits of conferences to a local area (2006) Visit London and Association of London Government London for Londoners a Practical Guide on how to promote tourism for locals (2005)

Local Development Framework Background Technical Report 44 Tourism Study January 2007 APPENDIX 2

Table A1: Hotel Accommodation in London Borough of Hillingdon

Tariff (Where S=Single Conference D= Double Hotel Rating Rooms Facilities F= Family) Radisson Edwardian International Plaza Hotel Heath 5 459 700 £135-155D Hilton London Heathrow Airport 5 640 450 £199 Renaissance London Heathrow Hotel 4 649 450 £107-£139

Park Inn Heathrow 4 880 700 £99D Crowne Plaza Hotel London-Heathrow 4 458 220 £123D Holiday Inn London Heathrow 4 230 180 £130D Holiday Inn London £179S Heathrow M4 (JCT4) 4 610 140 £89.50D Sheraton Skyline Hotel & Conference Centre 4 351 450 £140-234

Sheraton Heathrow Hotel 4 424 500 £101 Berkeley Park Executive Suites 4 33 £80 London Heathrow Marriott Hotel 4 390 540 £75-139

Novotel London Heathrow 3 178 250 £99D

Thistle London Heathrow 3 314 £88D Premier Travel Inn London Heathrow Bath Road 3 598 £80D Arora International Heathrow Hotel 3 270 None £124

Comfort Inn Heathrow 3 184 150 £71.50D

Jurys Inn Hotel 3 364 60 £97 Holiday Inn London Heathrow Ariel 3 186 £90

Local Development Framework Background Technical Report 45 Tourism Study January 2007 Ibis Hotel London Heathrow Airport 3 354 None £70D Premier Travel Inn Heathrow (M4J4) 3 133 None £80

7,705 4,790

Tudor Lodge Hotel 2 46 100 £42.50D £35-55S £50- Kings Paget Hotel 3 43 65D

Master Brewer Hotel 3 106 200 £60

The Red Lion Hotel 3 55 £135 to £160 The Barn Hotel & £75-125 £100- Conference Centre 3 60 100 150D

Days Hotel London 3 78 £85D Premier Travel Inn Hayes (Heathrow) 3 62 None £85

450 400

Total 8,155 5,190

Source: LB Hillingdon 2006

Local Development Framework Background Technical Report 46 Tourism Study January 2007 Table A2 Guest Houses, B & Bs and Non Graded Hotels in Hillingdon

Tariff (Where S=Single D= Double Name Location Rooms F= Family) £20-35S £25-50D Fox & Pheasant West Drayton 9 £75F

Abacus House 103 Park Road 4 £30S £40D

Willow Guest House Hayes 8 £35-45S £45-50D £25-30S £45-50T £50- Ivy House Ickenham 4 60F

Carol & Roy Willcox Hillingdon 3 £30S £45D

Waterside Hillingdon 16 £35

Ross House Uxbridge 5 £30S £50T £65F

Shepiston Lodge Hayes 22 £45S £60D £80F

Maygoods Farm Cowley 5 £55D Brunel Lodge Guest House Uxbridge 14 £35S £59D

Alice House West Drayton 3 £40S £55D

Eastfields Eastcote 2 £24-30S £40T

Oakleigh House Hillingdon 1 £50D

Alnwick Lodge Cowley 3 £45S £55D

Oakdene Guest House Cowley 7 £35S £45D

Balmoral Guest House Hayes 4 £22.50S £40D

Harmondsworth Hall Harmondsworth 15 £55S £75D £85 -90F

Bev's B & B Ruislip 3 £25S £50-60D Sinclairs Executive B & B Northwood 3 £40S £55D Oakwood Lodge Guest House West Drayton 11 £35-40S £48-50D

Local Development Framework Background Technical Report 47 Tourism Study January 2007 Debden Guest House Hillingdon 8 £35-40S £45-50D

Lyttleton Lodge Cowley 9 £30S £45D

Mrs Pat Patterson South Ruislip 2 £25-30S £50T

Magnolia Cottage Uxbridge 1 £28

Mrs Melanie Woodward Ruislip 2 £35S £50D

Cleveland Hotel Uxbridge 14 £39S £55D £42.50-49.50S £59.50- Frithwood House Northwood 10 69.50D/T

Grange Guest House Pinner 3 £45S £75D

P Glanvill Ruislip 3 £30S £50D

Spackman Guest House Uxbridge 4 £30S £45D

Honeycroft Lodge Uxbridge 11 £35-45S £55D/T Brunel University - The Lancaster Conference Suite Uxbridge 30 £45S £55D £40-49.50S £40- Riverside Hotel West Drayton 22 59.50D £74.50F

Heathrow Lodge Hotel West Drayton 28 £35S-£40D

Garth Hotel Heathrow Harlington 47 £40D

Barnards Lodge Hillingdon 16 £35S £45D

Fountain House Hotel Hayes 29 £35-50S £50-60D

Total 381

Source: LB Hillingdon 2006

Local Development Framework Background Technical Report 48 Tourism Study January 2007 Map 1 Hillingdon’s Network of Main Transport Routes

Local Development Framework Background Technical Report 49 Tourism Study January 2007 Map 2 Location of London Borough of Hillingdon’s Hotel and Guest Houses

Local Development Framework Background Technical Report 50 Tourism Study January 2007 Map 3: Location of London Borough of Hillingdon’s Hotel and Guest Houses by Size

Local Development Framework Background Technical Report 51 Tourism Study January 2007 Local Development Framework Background Technical Report 52 Tourism Study January 2007 Local Development Framework Background Technical Report 53 Tourism Study January 2007