Hotels and Leisure

Proven Opportunity for Hotel and Leisure Operators

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 “overnight stays” in 2010 generated an estimated revenue of over £238 million. Stoke-on-Trent and Staffordshire’s strong business base includes several global-headquartered companies such as Michelin, Alstom Grid and JCB. This creates 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 and 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 offer 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. However there is certainly confidence in the area with the recent anouncement that Hilton Hotels will be opening a hotel in Stoke-on-Trent City Centre and the nearby existing Premier Inn is expanding it's number of rooms.

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