The 20.12 campaign shows that the sector is important


UFI IBRAHIM is chief executive of the British Hospitality Association


hotels Government backs 20.12 initiative


Culture secretary Jeremy Hunt has backed a new 20.12 per cent discount scheme among hotels and B&Bs which aims to increase domestic tourism within the UK. A dozen or so holiday


supporting, with VisitEngland, the 20.12 per cent promotion next year, shows that the government appreciates the value of UK tourism. Combined with the £49bn day vis- itor spend, the whole sector amounts to a staggering £86bn of our nation’s economy. Later announcements were also encour-


T


aging. A further £27m has been found by DCMS to help VisitBritain mount an image campaign in selected priority markets; and a £19m grant is being made from the Regional Growth Fund to VisitEngland for additional funding to be used on a three-year project entitled, ‘Growing Tourism Locally’ – a key part of which will be a national campaign aimed at inspiring Britons to take more short breaks and holidays. All this is good news but marketing alone


will not enable tourism to fulfil its job-cre- ating potential as long as UK tourism is at a significant VAT disadvantage compared with Europe. All but two EU members states (Denmark and Slovakia) have a reduced rate of VAT for hotel accommodation and many for attractions and restaurant meals. Unless removed, a barrier like this will hinder the impact of other initiatives. How easily will a 20.12 per cent promo-


tion be implemented? In some cases, with difficulty. Hospitality businesses are faced with unprecedented rising costs, including increases in business rates, as well as fac- ing difficulties in funding and bank lending, which makes across-the-board discounts particularly difficult to justify and imple- ment. Nevertheless, the BHA is working to ensure that the 20.12 promotion is achiev- able and – just as important - inclusive to all sectors of the UK hospitality and tourism industry. If operators wish to participate, they will be free to use their own innova- tion and creativity to decide how best to apply the 20.12 campaign. We certainly welcome the 20.12 initiative


as part of the government’s policy to sup- port the industry and we will continue to work in partnership with government to realise the industry’s untapped potential.


6


ourism is one of the world’s most competitive global industries, so the announcement by Jeremy Hunt that the government was


brands – including Bourne Leisure, Superbreaks and Hoseasons – have signed up to the initiative, which is due to be launched early next year. Te scheme is also supported by VisitEngland as part of a larger campaign to use the Games to boost domestic tourism. Under the scheme, holidaymakers booking a short break before the closing ceremony of the Paralympic Games will be eligible for a 20.12 per cent discount. VisitEngland’s campaign is supported by a £3m investment from the Olympic budget. Hunt said: “Te 2012 Games give us a once- in-a-lifetime opportunity to showcase all that


A number of operators are expected to take part in the 20.12 scheme


is GREAT about Britain. “We want to show all the wonderful things


Britain has to offer to an international audience, but next year will be the perfect opportunity for more of us to holiday in the UK.” • Read Ufi Ibrahim’s comment on the ini- tiative next to this story (see leſt).


UK hotel sector reports ‘healthy’ September


Te UK hotel industry experienced a “healthy” September, with rooms yield up 6.8 per cent and 2.1 per cent in London and regional areas respectively, according to new figures. PKF Hotel Consultancy Services said the performance was “impressive” against the


wider economic backdrop, but issued a warn- ing about uncertain times that lay ahead. London hoteliers reported a 7.5 per cent


growth in room rate, while the regional sec- tor saw a 2.2 per cent increase in occupancy help offset a nominal decrease in room rate.


Starwood brings Aloft brand to the UK


Starwood Hotels and Resorts has opened its first Aloft- branded property in the UK with the launch of Aloſt London Excel in the heart of the capital’s Docklands. Te development – located


adjacent to ExCeL – includes 252 loſt-style guest rooms; the wxyz bar; the re:fuel by Aloſt grab-and-go food pantry; and the re:charge gym. Other facilities include the


splash swimming pool and the re:mix lounge, an open space where guests can play pool. Guestrooms offer complimen- tary Bliss Spa products. Te Rockwell Group is behind the design


Te new Docklands hotel includes the wxyz bar and the re:charge gym Aloſt London Excel is the second European


of the Aloft concept, which is the second Starwood brand to enter the UK this year, aſter the launch of W London-Leicester Square.


Read Leisure Opportunities online: www.leisureopportunities.co.uk/digital


hotel for the Aloſt brand and has been devel- oped by ExCeL’s parent company, Abu Dhabi National Exhibitions Company.


Twitter: @leisureopps © CYBERTREK 2011


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24