Stoke-on-Trent and Staffordshire offers a significant and growing opportunity for hotel and leisure operators. The area’s outstanding road infrastructure places 2.7 million people within a 45 minute drive time. This provides a significant critical mass and geographic spread for national hotel brands.
An estimated total of 5.6 million “staying night” in 2010 generated an estimated spend of over £238 million. Stoke-on-Trent and Staffordshire’s strong business base includes several headquartered global companies such as Michelin, Alstom Grid and JCB, creating an ongoing demand for business visit accommodation. Add the area’s thriving tourism offer and it’s clear that a considerable market opportunity exists for hotel developers in Stoke-on-Trent and Staffordshire.
Stoke-on-Trent & Staffordshire is already a recognised tourism hotspot, thanks to its status as world centre for ceramics heritage and nationally recognised tourism attractions including Alton Towers; Drayton Manor Park; Trentham Gardens; Wedgwood Visitors Centre; and Potteries Museum and Art Gallery.
Currently Stoke-on-Trent and Staffordshire offers a limited number of branded hotels, and both the four-star and budget markets are comparatively under-served. Conference centres are similarly under-represented, meaning the opportunities are wide open for new entrants.
The area offers several development sites in council ownership, ranging from out of town to city centre. A number of “oven-read” sites are also available, including planning permission for a 150 bed 4 star hotel and conference centre at Keele University Science and Business Park and a proposal for 250 bed hotel in the new city centre of Stoke-on-Trent.
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