Birmingham hotels enjoyed a strong March and outperformed the 海角视频 as a whole in a boost to the leisure sector.
Figures released by business advisory and accountancy firm BDO revealed operators in the city saw occupancy rise by 10.3 per cent to 73.6 per cent, compared with 66.7 per cent in the same month last year.
Although room rate fell by 5.1 per cent from 拢48.54 to 拢46.08, the all-important rooms yield metric still increased by 4.7 per cent from 拢32.40 in March 2012 to 拢33.91.
Elsewhere in the region, Stoke-on-Trent saw rooms yield grow by 1.5 per cent on the back of a three per cent rise in occupancy, whilst rooms yield in Stratford-upon-Avon declined by four per cent as a result of weak occupancy and room rate performance.
Further afield, rooms yield dropped by 5.7 per cent in London and rose by 0.5 per cent in the rest of the 海角视频.
Toby Stephenson, a partner in BDO鈥檚 Birmingham office, said: 鈥淭his is a very impressive performance by hotels in Birmingham, particularly when compared to the country as a whole.
鈥淥perators have capitalised on the busy calendar of events at venues such as the NEC and NIA. They have also shown that they are increasingly willing to discount and offer packages to tempt customers through the door.
鈥淭his type of skilful revenue management can be an effective stop gap measure but it鈥檚 not a sustainable long term strategy. That鈥檚 why coordinated marketing campaigns 鈥 such as the 鈥楽ee More, Feel More鈥 cultural initiative recently launched by Visit Birmingham 鈥 are becoming increasingly important for the sector.鈥
