Olympic and Paralympic Games boost August hotel trade in London and the regions

London hotels saw a "significant uplift" in August, boosted by the Olympic and Paralympic Games, while regional operators also benefited, according to preliminary figures released today by PKF Hotel Consultancy Services.

Hotels in the capital recorded a 48.5% increase in rooms yield to £135.35, up from £91.12 in August 2011. This was the result of a 49.8% year-on-year rise in room rate from £110.22 to £165.05 and a 0.8% drop in occupancy from 82.6% a year ago to 82.0%.

In the regions, room rate rose by 5.7% from £59.22 to £62.61 and occupancy fell by 2.4% to 75.6%, compared with 77.4% this time last year. Rooms yield consequently improved by 3.2% from £45.87 to £47.35.

Robert Barnard, partner at PKF, said the results showed that, after a lacklustre July, hotels across the country were eventually able to make the most of one of the most highly regarded sporting events in living memory.

"In over 30 years in the industry, I can't recall ever seeing a year-on-year increase in rooms yield of almost 50% so it's fair to say that it will have exceeded expectations," he commented.

"That said, the numbers are somewhat exaggerated by the fact that London hotels normally discount rates in August while the corporate market takes a break.

"Meanwhile, outside of the capital, there are indications that the continued popularity of ‘staycations' has given hoteliers a much-needed fillip in an otherwise still stagnant market.

"It will be interesting to see what legacy the games leave for the UK hotel sector over the coming months. Previous host cities have reported a post-event hangover but London may yet prove to be more resilient as it has long since been considered a global destination in its own right and didn't need the Olympics to put it on the map."

By Janie Manzoori-Stamford

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