Research

West Midlands Hotels on the Global Stage

Demonstrating the power of a major sporting event on the local hotel market.

August 18, 2021

The 2022 Commonwealth Games in Birmingham provides a major opportunity for hotels in the West Midlands to capture enhanced demand from an international scale sporting event.

In 2014, Glasgow benefitted significantly from increased demand on hotel trade and bolstered the city’s reputation as a destination, extending far beyond the year of the Games.

In this report as the one-year countdown to the 2022 Commonwealth Games commences, we explore how Birmingham will weigh-up to Glasgow’s hotel market success story, and how the future hotel supply in Birmingham will support the city’s recovery out of the pandemic. 

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