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Bath Hotel Futures 2015

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Bath Hotel Futures 2015 BATH HOTEL FUTURES 2015 Final Report Prepared for: Bath & North East Somerset Council July 2015 Bath Hotel Futures 2015 CONTENTS EXECUTIVE SUMMARY ................................................................... i 1. INTRODUCTION ...................................................................... 1 1.1 Background to the Study ........................................................................................... 1 1.2 Study Objective ........................................................................................................... 1 1.3 Uses of the Study ......................................................................................................... 2 1.4 Scope of the Study ..................................................................................................... 2 1.5 Study Methodology .................................................................................................... 3 1.6 Structure of the Report ............................................................................................... 4 2. BATH HOTEL SUPPLY ............................................................... 5 2.1. Current Supply ............................................................................................................. 5 2.2. Changes Since 2009 ................................................................................................... 8 2.3. Planned and Proposed Hotel Development ....................................................... 12 2.4. Comparisons with Other Historic Cities ................................................................. 16 3. CURRENT HOTEL PERFORMANCE & MARKETS ..................... 20 3.1. Occupancy, Achieved Room Rates and Revpar .............................................. 20 3.2 Patterns of Demand ................................................................................................. 22 3.3. Midweek Markets ...................................................................................................... 24 3.4. Weekend Markets ..................................................................................................... 26 3.5. Market Trends ............................................................................................................. 28 3.6 Denied Business ......................................................................................................... 28 3.7. Prospects beyond 2015 ............................................................................................ 29 3.8. Growth in Hotel Demand 2008-2015 ..................................................................... 30 4. STRATEGIC CONTEXT AND DRIVERS OF GROWTH .............. 31 4.1. The Context for Future Growth in the Bath Hotel Market .................................. 31 4.2 The Sub-Regional Strategy for Growth .................................................................. 31 4.3. Economic Performance and Outlook in Bath ..................................................... 33 4.4. National Tourism Trends ............................................................................................ 35 4.5. The Characteristics of Tourism in Bath ................................................................... 37 4.6. Market and Consumer Response Data ................................................................ 39 4.7. Conference Tourism Performance in Bath ........................................................... 40 4.8. Bath Tourism Policies ................................................................................................. 41 4.9. Planning Policies Relevant to Hotel Development ............................................. 44 4.10. Key Projects Affecting Hotel Demand .................................................................. 50 4.11. Conclusions ................................................................................................................ 52 5. FUTURE POTENTIAL FOR HOTEL DEVELOPMENT ................... 53 5.1 Understanding The Requirements and Potential for New Hotel Supply ........ 53 5.2 Hotel Developer & Operator Interest in Bath ....................................................... 61 5.3 Hotel Site Availability ................................................................................................ 74 6. CONCLUSIONS & RECOMMENDATIONS ............................. 76 6.1. The Requirements & Potential for Hotel Development in Bath ........................ 76 6.2. Tackling the Sites Issue .............................................................................................. 79 6.3. The Timing of Hotel Development .......................................................................... 80 6.4. A Locational Strategy for Hotel Development in Bath ...................................... 81 6.5. Implications for the Placemaking Plan ................................................................. 82 6.6. Supporting Existing Hotels, Guest Houses and B&Bs ........................................... 82 6.7. Moving Forwards ....................................................................................................... 83 6.8. Concluding Remarks ................................................................................................ 84 Hotel Solutions July 2015 Bath Hotel Futures 2015 APPENDICES 1 Bath Hotels Interviewed 2 Glossary of Hotel Definitions 3. Heritage City Hotel Stock and Development Comparisons 4. Bath Hotel Developer Testing – Sampling & Response Lynn Thomason Andrew Keeling Hotel Solutions Hotel Solutions Deleanor House Mill Field House High Street Mill Fields Coleby Bassingham Lincoln Lincoln LN5 0AG LN5 9NP t. 01522 811255 t. 01522 789702 e. [email protected] e. [email protected] Hotel Solutions July 2015 Bath Hotel Futures 2015 EXECUTIVE SUMMARY __________________________________________________________________________ The Purpose of the Study The 2015 Bath Hotel Futures Study has been commissioned by Bath & North East Somerset Council to provide an up-to-date assessment of the future potential and priorities for hotel development in Bath through to 2030, to help inform the preparation, finalisation and implementation of a number of key strategy and policy documents: the update of the Bath Destination Management Plan, the finalisation of the Placemaking Plan, and the implementation of the Bath City Riverside Enterprise Area Masterplan. The study updates the findings of the Bath & North East Somerset Visitor Accommodation Study completed by The Tourism Company and Hotel Solutions in 2009, in relation to hotel development opportunities in the city. Current Hotel Supply Bath currently has 28 hotels and serviced apartment operations, with a total of 1,591 letting bedrooms. This includes the Gainsborough Bath Spa which opened on 1 July 2015. BATH HOTEL SUPPLY – JULY 2015 Standard Hotels Rooms % of Rooms 5 star 4 306 19.2 Boutique 5 221 13.9 4 star 3 309 19.4 3 star 5 192 12.1 2 star 2 79 5.0 Upper-tier Budget1 1 126 7.9 Budget 3 299 18.8 Serviced Apartments 5 59 3.7 Total Hotels 28 1591 100.0 Notes: 1. Brands including Holiday Inn Express, Ramada Encore and Hampton by Hilton Hotel Solutions i July 2015 Bath Hotel Futures 2015 The city's current hotel offer is weighted towards upscale, full service provision, with 5 star, boutique and 4 star hotels accounting for 52.5% of total stock. Boutique hotels vary in style and standard from the MGallery branded Francis Hotel to the luxury AA 3 Red star Queensberry, midmarket Abbey Hotel and 3 star Metro Harington's Hotel. Budget/limited service hotels account for 26.7% of Bath's current hotel supply. Changes in Hotel Supply 2009-2015 Taking account of new hotel openings and changes to existing hotels, Bath's total stock of hotel accommodation has increased by 18.2% (250 bedrooms) between 2009 and 2015. The most marked trend has been the significant growth in boutique hotel provision through the repositioning of 2 and 3 star hotels. There has also been an increase in 4 and 5 star hotel provision through the upgrading of existing hotels. Other key trends have been an increase in budget hotel supply, with the opening of a new Premier Inn in December 2013; a reduction in midmarket full service hotel provision through upgrading to boutique and 4 star hotels; and the gradual increase in serviced apartment supply. Pipeline Hotel Supply Changes to 2017 There are two hotels currently under construction in Bath - a 177-bedroom 4 star Apex hotel, with extensive conference facilities for up to 400 delegates, and a 148-bedroom, budget boutique Z Hotel as part of the Saw Close casino development. The Z Hotel is due to open in 2016, while the Apex Hotel is scheduled to open early in 2017. The other significant planned hotel project is the redevelopment of the Pratts Hotel and adjoining Halcyon Hotel and other properties into a 121-bedroom Hotel Indigo boutique hotel. Subject to planning permission being granted this hotel could open at the end of 2016. It will result in a net increase of 54 bedrooms. There are also proposals at various stages for further boutique hotels in Bath. Assuming that the Apex, Z Hotel and Hotel Indigo all open by 2017, Bath's hotel stock will have increased by 47% (631 rooms) since 2009, with the most significant changes being the increase in 5 star, 4 star and especially boutique hotel provision, and the loss of 3 star stock. Hotel Solutions ii July 2015 Bath Hotel Futures 2015 CHANGES IN BATH HOTEL SUPPLY 2009-2017 Standard of Hotel Hotel Supply % Change 2009
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