Sector spotlight: Tourism

Fact…

• In March, 891,022 TripAdvisor travellers searched for things to do in Bristol
• Bristol’s tourism economy is worth £1.2bn annually to the city and supports more than 27,000 jobs
• Bristol is one of the most searched Skyscanner destinations in Sweden

Bristol’s tourism standing has been steadily increasing, no longer just a business travel destination but a city break in its own right. In 2014 it was the 8th most visited city in the UK by international visitors. International visitors grew by 46 per cent between 2010 and 2014, according to indicative data from the International Passenger Survey, though figures are still short of the 2008, pre-recession peak.

Positive growth is expected for 2015/16, fuelled by proactive events, flight routes and new openings.

“New flight routes with inbound potential are exciting,” says Kathryn Davis, head of tourism at Destination Bristol; “for example the WOW flights connecting us with America via Reykjavik. It opens up potential new markets.” 

Quality accommodation and a series of upcoming openings attract a variety of tourists: Kathryn points to “an interesting balance of corporate brands and independent properties” though laments that the market is “very 4-star heavy”.

And there are a host of relevant events attracting both business and leisure visitors: “The green capital had an impact on the conference and events market.” Katherine continues. “It gave the city profile and had resonance in Bristol, regardless of what was felt locally.”

“And Bristol is growing in standing because of the range of festivals and events. There’s a raft of things to do and great on-trend experiences with authentic, quality food and drink and a mix of paid-for and free cultural events.” 

HOTELS

The hotel scene in Bristol has changed dramatically over the last few years. The city’s ongoing renaissance has seen more major names arrive in the centre (Hilton, Mercure, Marriott, Radisson, to name a few), more boutique properties and guesthouses take the plunge and increasing numbers of Bristol hotels become the object of mergers, acquisitions and significant investment.

Amaris Hospitality announced in October 2015 that it would be rebranding 21 of its 89 UK hotels in a £100m exercise, one of them the Grand Hotel Bristol in Broad Street.

Amaris CEO John Brennan,  said: “The rebranding and repositioning of these hotels is a key part of our strategy to leverage the size and scale of the unique Amaris Hospitality portfolio of hotel assets to accelerate its growth and development and create the UK’s best performing, most exciting hospitality investment and management company.”

In December Frasers Hospitality – the firm behind Hotel du Vin and Malmaison – inked a £36m deal that saw it acquire four regional hotels from Swire Hospitality, including the Avon Gorge, as part of a strategy to expand its room portfolio from 22,000 to 30,000 rooms by 2019.

Choe Peng Sum, CEO of Frasers Hospitality, said: “These stylish and iconic hotels in their respective cities are a perfect fit for Malmaison and Hotel du Vin, and this acquisition is clearly in line with the Group’s expansion strategy of the brands within the UK, Europe and Asia.”

The hotels have continued to operate under their existing names but announcements are expected this year on the new development plans. Could they see Bristol gain a Malmaison?

Harbour Hotels is moving into the Corn Street area too with a 42-bedroom hotel, restaurant and spa planned for late July 2016 following the purchase of the former Lloyds bank and neighbouring Midlands Bank.

“These acquisitions further illustrate our ambitious growth plans; becoming one of the UK’s most exciting hotel brands,” said Harbour Hotels boss Mike Warren, who is expanding his existing 7-property portfolio. “Expanding into cities such as Bristol and Brighton brings a new dimension to the Group, with properties now featured in coastal, country and city locations.”

A £10m Premier Inn is now open on Lewins Mead transforming a long-derelict site into a 175-room hotel while the Bristol Hotel was refreshed in 2015 after owners the Doyle Collection broke away from Jurys Inn hotels.

Meanwhile, Portland Square is also set to gain a boutique hotel after trendy hotel firm Artist Residence lodged a planning application with the council to transform a derelict building. It will add to the group’s existing hotels in London, Brighton and Penzance.

Hilton’s offer in the city continues to grow, with a £650,000 extension to the DoubleTree on Redcliffe Way expanding the hotel’s room and conference capacity alongside the new Hampton by Hilton airport hotel due to open at the end of the year.

INDEPENDENTS AND GUEST HOUSES

The Guildhall is set to be an exciting period addition to the city’s hotel portfolio. The property was bought three years ago by the Trevor Osborne Property Group and won consent for a 64-bedroom, 5-star hotel. The company has since gone on to acquire the adjoining Bank of England building on Broad Street and the Albion Chambers, which “will now enable a comprehensive plan to be presented to the Council for consent,” says Trevor Osborne. “This will take up part of Albion Chambers, the whole of the Guildhall and former Bank of England site to ensure that the 100 bedroom hotel will have room sizes and suites appropriate for a 5 star listing.  Together with its rooftop pool and its below ground floor, extensive spa (probably the largest of any hotel spa in Bristol), this will be a unique development in a city which has no other 5 star hotel.”

After buying the property for £900,000 and conducting an extensive refurbishment, Adam Dorrien Smith launched the popular Number 38 hotel on the Downs noticing a “scarcity in high-end boutique accommodation across Bristol”. The property now posts 95 per cent occupancy rates.

“Bristol has now become a serious alternative to London for young, ambitious professionals as well as people who are looking to escape the capital,” says Adam. “It has become a legitimate city break destination to match many others in the UK and Europe. The restaurants and foodie culture has significantly upped its game and the civic facilities appear to be growing and becoming more fitting for what is essentially a capital city of the South West.”

Brooks Guest House tucked away in St Nicholas market has been a popular new addition to the local hotel scene, operating at around 80 per cent occupancy. Owner Carla Brooks has seen visitor demographics change since launching here in 2010. “Our main target is independent travellers who prefer independent quirky hotels to corporate chains. Bristol was historically a business travel destination but now the leisure market is growing too, thanks to Bristol being hip again with Green Capital, a music scene & a great food scene.”

She believes that any increased demand will be absorbed by the new openings already planned for the city in the Old City and at the Airport, but sees a space for “5-star properties and pop-ups”.

In Southville, the Greenhouse B&B won the 2016 Fairtrade South West’s Best Accommodation Awards for its eco-friendly practices. “Business is good,” says owner Fran Jones; “Bristol attracts visitors, house hunters, university families and short-term workers across the year. Being a fabulous city destination, Bristol provides loads to do across the months. The constantly changing festivals, theatre, events, exhibitions, museums and art galleries make the city a must to return to. And many do.”

ATTRACTIONS

As well as a lively festival and events calendar and burgeoning foodie scene, there are a number of attractions that keep leisure visitors coming to Bristol.

The ss Great Britain, for example, is one of the UK’s top 10 museums on TripAdvisor and a new Being Brunel museum dedicated to the ship’s architect will open in February 2018. “That is set to bring an additional £1 million plus to Bristol’s tourism economy,” says head of marketing Paul Chibeba.  

Bristol Insight, the company offering open bus tours around the city, has posted a 15 per cent increase in timetabled tours and perceives visitor numbers to be growing. 

“I think before Bath had a strong hold on the tourist industry in the South West,” says James from Bristol Free Walking Tours; “but more and more people seem to be visiting Bristol now – either just for a day trip or staying over in the city. Often these visits seem to be combined with visits to Cardiff, Bath or en-route to Cornwall.”

Read more: Bristol Airport to get first hotel