NI Hotels Federation: urgent plea for help as Christmas season beckons
Last updated 25th Oct 2021
Hotel owners across Northern Ireland are calling for continued support as they prepare for their first Christmas trading in two years.
Last year their business was curtailed with lockdown measures in place.
Now, they are urging both political decision makers and customers to ensure this festive season is a busy one.
Their plea comes following latest figures revealed by the Northern Ireland Hotel Federation which show that last month’s hotel occupancy rates dropped to 65.2% last month which is 12% down on August and July’s levels of 75.3% and 79.7% respectively
Federation CEO Janice Gault said while this was not surprising given they had a strong summer, there are concerns without the help they had received at the height of the pandemic some of the hotels will struggle to survive.
“In previous years September bookings would have been augmented by international tour business, as well as conference and meeting activity,” she said.
“However, this business has not returned in any significant manner.
“If you consider Northern Ireland’s pre-pandemic figures, in September 2019, hotel occupancy was 76.9%, while in 2018 it was 79.3%, both significantly higher than the 2021 level of 65.2%. “
Ms Gault added that the results highlighted the importance of international travel, conferences, and meetings to the hotel industry.
“The obstacles in travelling into Northern Ireland from international destinations along with two differing positions on the island of Ireland have proved to be a real turnoff for visitors,” she added.
“Northern Ireland has been removed from tour itineraries for 2021 and there are concerns that this position could continue in the 2022 season.”
Looking ahead, Ms Gault said they were facing an “uncertain” winter ahead.
She added: “Forecasting is always a difficult task. The 2021 performance is certainly better than that of 2020, with a year-to-date occupancy of 45.7%. However, if you look at previous years, trading viewed through the lens of occupancy would have been sitting at over 70%. Currently, across all accommodation types, businesses are reporting strong weekend bookings, with a more challenging weeknight position. The wedding market, while quieter than over the summer months, has held up well and is set to be particularly strong over Christmas.
“There is uncertainty as we approach the winter trading period. The likelihood is that 2021 trading will taper out over the coming months resulting in an average occupancy level of 45%.
“A better year than many thought but one that indicates the sector will still need significant assistance to survive.
“Promotional campaigns in the domestic and GB market, along with the proposed ‘Stay at Home’ voucher scheme, are important initiatives in a winter when all support will be greatly welcomed. People are keen to take a break and the benefit of a dedicated accommodation voucher should not be underestimated. There is an uncertain winter ahead and buoying up consumer sentiment will greatly assist tourism.”