SEVENOAKS DISTRICT TOURIST ACCOMMODATION STUDY Report of Key Findings Prepared for: Sevenoaks District Council September 2015 Sevenoaks District Tourist Accommodation Study __________________________________________________________________________________________ CONTENTS EXECUTIVE SUMMARY ............................................................................ i 1. INTRODUCTION .................................................................................. 1 1.1 Background to the Study ............................................................................................................ 1 1.2 Study Objective ............................................................................................................................ 2 1.3 Study Uses ...................................................................................................................................... 2 1.4 Study Coverage............................................................................................................................ 3 1.5 Methodology ................................................................................................................................. 4 1.6 Report Structure ............................................................................................................................ 6 2. SEVENOAKS DISTRICT TOURIST ACCOMMODATION SUPPLY ........... 7 2.1 Current Supply ............................................................................................................................... 7 2.2 Recent Changes ........................................................................................................................ 19 2.3. Tourist Accommodation Schemes Under Construction ...................................................... 22 3. SEVENOAKS DISTRICT HOTEL PERFORMANCE & MARKETS ............. 23 3.1. Research Undertaken ................................................................................................................ 23 3.2. Occupancy and Achieved Room Rates .............................................................................. 23 3.3. Midweek/Weekend Occupancies ......................................................................................... 25 3.4. 3/4 Star Hotel Performance and Markets 2012-2014 ........................................................... 25 3.5. Budget Hotel Performance and Markets 2014 ..................................................................... 29 3.6. Market Trends 2013-2014 ........................................................................................................... 31 3.7. Denied Business ........................................................................................................................... 32 3.8. Prospects for 2015 and 2016 ..................................................................................................... 32 4. THE POTENTIAL FOR GROWTH IN DEMAND FOR TOURIST ACCOMMODATION IN SEVENOAKS DISTRICT ................................ 33 4.1 The Strategic Context ................................................................................................................ 33 4.2 National Demand Trends & Forecasts .................................................................................... 39 4.3. Growth Prospects by Market .................................................................................................... 40 4.4. Projected Hotel Development Requirements ....................................................................... 42 5. RURAL TOURIST ACCOMMODATION DEVELOPMENT TRENDS ........ 45 5.1. Key Trends of Relevance to Sevenoaks District .................................................................... 45 6. INTEREST IN TOURIST ACCOMMODATION DEVELOPMENT IN SEVENOAKS DISTRICT ....................................................................... 46 6.1 Introduction ................................................................................................................................. 46 6.2 Hotel Developer Interest in Sevenoaks District ..................................................................... 46 6.3 Tourist Accommodation Development Proposals ............................................................... 53 7. CONCLUSIONS & RECOMMENDATIONS ......................................... 54 7.1. Tourist Accommodation Development Opportunities in Sevenoaks District .................. 54 7.2. Capitalising on the Opportunities – The Role of Sevenoaks District Council .................. 56 7.3. Concluding Comments – Next Steps ...................................................................................... 67 APPENDICES 1. Sevenoaks District – Tourist Accommodation Establishments - September 2015 2, Glossary of Definitions – Tourist Accommodation 3. Hotels Interviewed as part of the Hotel Survey 4. National Tourism Forecasts, Market Trends & Influences 5. Sevenoaks District Hotel Demand Projections – Methodology & Assumptions 6. Rural Tourist Accommodation Development Trends in the UK 7. UK Hotel Development – Funding Context 8. Sevenoaks District - Potential Tourist Accommodation Projects – September 2015 Sevenoaks District Tourist Accommodation Study __________________________________________________________________________________________ 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] Sevenoaks District Tourist Accommodation Study __________________________________________________________________________________________ EXECUTIVE SUMMARY __________________________________________________________________________________________ Study Purpose The purpose of the Sevenoaks Tourist Accommodation Study is to provide a clear understanding of the future potential for hotel and tourist accommodation development in the Sevenoaks District and the role that Sevenoaks District Council can play to realise this potential through its planning policy framework and the proactive interventions that it can take to accelerate tourist accommodation development in the District. The study builds on previous work that Hotel Solutions has undertaken to assess the potential for hotel development in Sevenoaks District in 2004, 2007 and 2010. Tourist Accommodation Development Opportunities in Sevenoaks District The Sevenoaks District Tourist Accommodation Study shows good potential for tourist accommodation development in Sevenoaks District, primarily as a result of: • The District being well placed to capitalise on the projected growth in the domestic short break and overseas tourist markets; • The projected population growth in the District that will drive growth in weddings business and visits to friends and relatives; • Growing contractor demand for budget hotel accommodation as the major construction projects are progressed in surrounding areas and within the District; • The potential for the District to capitalise on many of the current trends in tourist accommodation development in the UK. Opportunties for tourist accommodation development in Sevenoaks District are as follows: • The upgrading, development and expansion of existing hotels; • A budget hotel in Sevenoaks Town, which the District Council is currently progressing; • The repositioning of the Royal Oak Hotel in Sevenoaks as a boutique hotel; • A small boutique hotel in Sevenoaks Town, given a suitable property for conversion; • Possible longer term potential for a second budget hotel in Sevenoaks Town, depending on how strongly the hotel market grows here; • Immediate scope for additional budget hotel provision in Swanley, in terms of the expansion of the Premier Inn and/or the development of a second budget hotel here; i Hotel Solutions September 2015 Sevenoaks District Tourist Accommodation Study __________________________________________________________________________________________ • A midmarket hotel or residential conference and training centre possibly at Fort Halstead, depending on the requirements of the companies that are attracted to the new business park that is planned here; • Further luxury or boutique country house hotels, given suitable properties for conversion; • Hotels on golf courses, if acceptable in planning terms; • High quality pub accommodation, including more boutique inns; • Restaurants with rooms; • Country house wedding venues; • The upgrading of B&Bs, including some potentially to a boutique standard; • New B&Bs to replace those that close as their owners retire; • High quality holiday cottages, including some: o Boutique self-catering properties; o Large ‘super’ cottages that can cater for family and friend get togethers, celebrations and house parties; o ‘Access Exceptional’ holiday cottages designed for independent wheelchair users and their families. • Small holiday lodge/ eco lodge complexes/parks, with lodges for ownership and/or rental, if acceptable in planning terms; • Golf lodges on golf courses; • Fishing lodges around fishing lakes; • Treehouses; • The expansion, improvement and development of existing touring caravan and camping sites; • New touring caravan and camping sites; • Eco camping sites; • Camping pod developments; • Glamping sites; • Spa resorts, health farms or wellness retreats; • Children’s activity holiday centres, given suitable properties for conversion. Depending on demand from walkers there