CITY OF EDINBURGH TOURISM ACCOMMODATION AUDIT

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1 In partnership with CITY OF EDINBURGH TOURISM ACCOMMODATION AUDIT June 2012 TOURISM RESOURCES COMPANY Management Consultancy and Research Services 2 LA BELLE PLACE, GLASGOW G3 7LH Tel:

2 Section TABLE OF CONTENTS Page 1 INTRODUCTION Background Study Requirements / Approach and Methodology Report Format Study Participation Levels / Survey and Consulting Responses 4 2 ACCOMMODATION ESTABLISHMENT SUPPLY ACROSS THE CITY AN OVERVIEW Introduction Establishments / Operations Current Position Changes in Supply Number of Serviced Apartment and Self-Catering Units 11 3 OVERVIEW OF CURRENT SUPPLY (ROOMS AND BED SPACE CAPACITY) Introduction Rooms Availability / Capacity Changes to Stock Bed Space / Sleeper Capacity Changes In Stock 24 4 QUALITY GRADING PROFILE OF STOCK Introduction QA Participation and Grading Profiles Edinburgh Destination Grading Comparison Conclusion on Quality 35 5 POTENTIAL NEW SUPPLY EDINBURGH CITY 36 6 OVERVIEW OF CURRENT DEMAND FOR ACCOMMODATION IN EDINBURGH CITY Introduction Scale and Profile of Demand Conclusion 43 7 INTERMEDIARY RESEARCH (OVERVIEW) 44 8 THE SERVICED APARTMENT AND HOSTEL SECTOR AN OVERVIEW Serviced Apartments Hostels 47 9 OBSERVATIONS ON CURRENT SUPPLY AND DEMAND DYNAMICS ISSUES AND POTENTIAL DEVELOPMENT OPPORTUNITIES CITY OF EDINBURGH Introduction Audit Conclusions Strengths and Weaknesses Observations Issues and Potential Investment Opportunities FUTURE DEMAND MODELLING Introduction Edinburgh 2020 Technical Paper - TRC Edited Excerpts Volume and Value Targets Market Baseline Future Accommodation Requirements 65

3 APPENDICES APPENDIX I INTERMEDIARY CONTACTS... i APPENDIX II INTERMEDIARY CONSULTEES AND RESEARCH FINDINGS... ii APPENDIX III SERVICED APARTMENTS OVERVIEW... xiii APPENDIX IV KEY PROJECTS IN THE PLANNING PROCESS - CONSENTS... xviii APPENDIX V PROPERTIES APPARENTLY CEASED TRADING... xx APPENDIX VI MAIN WEBSITES REVIEWED... xxviii APPENDIX VII OPERATOR SURVEY QUESTIONNAIRE EXAMPLE... xxix APPENDIX VIII OCCUPANCY DATA (VISITSCOTLAND & TNS)... xxxiii APPENDIX IX VISITSCOTLAND ACCOMMODATION CATEGORIES... xxxvi Note: Throughout the report, where appropriate, tables are colour-coded to more easily differential those which are displaying data relating to the supply position (establishments; rooms; bed space capacity) according to when the data: A B C Excludes Festivals Stock; Includes Festivals Stock; or represents Festivals Stock Only. The key is as follows: Key Excluding Festival Stock Including Festival Stock Festival Stock Only

4 TABLE OF FIGURES Figure 1 NUMBER OF ESTABLISHMENTS... 7 Figure 2 ADDITIONAL FESTIVALS-ONLY STOCK (Ests)... 8 Figure 3 CHANGES TO NUMBER OF ESTABLISHMENTS... 8 Figure 4 CHANGES TO NUMBER OF ESTABLISHMENTS... 9 Figure 5 CHANGES TO TOTAL NUMBER OF ESTABLISHMENTS Figure 6 SERVICED APARTMENT AND SELF-CATERING UNITS Figure 7 PLOT OF SERVICED ACCOMMODATION ESTABLISHMENTS Figure 8 PLOT OF NON-SERVICED ESTABLISHMENTS WITH INSERT OF FESTIVALS ONLY STOCK Figure 9 NUMBER OF ROOMS Figure 10 FESTIVALS ONLY ROOMS Figure 11 NUMBER OF ROOMS Figure 12 CHANGE IN NUMBER OF ROOMS Figure 13 PROPORTION OF ROOMS STOCK Figure 14 PROPORTION OF ROOMS STOCK Figure 15 CHANGE IN NUMBER OF ROOMS Figure 16 PROPORTION OF SERVICED ROOMS STOCK 2005 VS Figure 17 PROPORTION OF NON-SERVICED ROOMS STOCK 2005 VS Figure 18 SECTOR COMPOSITION CHANGES ALL STOCK Figure 19 NUMBER OF SLEEPERS Figure 20 FESTIVALS ONLY SLEEPER CAPACITY Figure 21 NUMBER OF SLEEPERS Figure 22 CHANGE IN NUMBER OF SLEEPERS Figure 23 CHANGE IN NUMBER OF SLEEPERS Figure 24 ANALYSIS OF SERVICED AND NON-SERVICED PROPERTIES Figure 25 EDINBURGH ESTABLISHMENTS GRADING PROFILE Figure 26 ANALYSIS OF GRADED ROOMS Figure 27 ANALYSIS OF ROOMS BY STAR GRADING CITY OF EDINBURGH Figure 28 SERVICED ACCOMMODATION STOCK PROFILE OF ALL ROOMS BY GRADING Figure 29 NON-SERVICED ACCOMMODATION STOCK PROFILE OF ALL ROOMS BY GRADING Figure 30 ANALYSIS OF GRADED BED SPACE CAPACITY Figure 31 ANALYSIS OF BED SPACE CAPACITY BY STAR GRADING CITY OF EDINBURGH Figure 32 AVERAGE GRADING SCORES BY ACCOMMODATION TYPES DESTINATION Vs NATIONAL POSITION [PROPERTIES] Figure 33 AVERAGE GRADING SCORES BY ACCOMMODATION TYPES DESTINATION Vs NATIONAL POSITION [PROPERTIES] Figure 34 KEY PROJECTS IN THE PLANNING PROCESS Figure 35 RELATIONSHIP BETWEEN PLANNING CONSENTS, CONSTRUCTIONS AND COMPLETIONS Figure 36 OPERATIONS CEASED TRADING / CHURN SINCE Figure 37 ROOMS PARTICIPATING IN PERFORMANCE DATA SURVEY Figure 38 CITY ROOM OCCUPANCY PERCENTAGE Figure 39 CITY DEMAND MIX (2011) Figure 40 AVERAGE ACHIEVED ROOM / UNIT RATE (ARR) Figure 41 AVERAGE ACHIEVED ROOM RATE (ARR) 3 / 4 STAR COMPARISON Figure 42 HOSTEL OPERATIONS APPARENTLY CEASED TRADING Figure 43 HOSTEL SUMMER ONLY STOCK Figure 44 HOSTEL STOCK AVAILABLE YEAR-ROUND Figure 45 TOURISM IN EDINBURGH GROWTH TARGETS Figure 46 NUMBER OF ROOMS INCLUDING FESTIVAL STOCK Figure 47 NUMBER OF SLEEPERS INCLUDING FESTIVAL STOCK Figure 48 OCCUPANCY LEVEL AND BUSINESS MIX Figure 49 MULTIPLE OCCUPANCY FACTOR Figure 50 ESTIMATED NUMBER OF BED NIGHTS SOLD Figure 51 SUMMARY OF ESTIMATED BED NIGHT GROWTH FROM 2011 TO Figure 52 SUMMARY OF ESTIMATED FUTURE NEED FOR FUTURE ACCOMMODATION... 67

5 1 INTRODUCTION 1.1 Background Tourism accommodation is an essential component of Edinburgh s wider tourism product and critical to its success. The Edinburgh Tourism Action Group (ETAG) with funding support from Scottish Enterprise (SE) commissioned (TRC) to undertake a comprehensive review of the tourism accommodation sector and supply and demand equation across the City of Edinburgh. The aim is to provide a source of reliable market intelligence and information which will better inform activities, decisions and planning policies affecting the sector in future, and assist in the development of the city s tourism offering. Previously in November 2005 Scottish Enterprise (SE) commissioned a review of tourism accommodation supply and demand across the wider Edinburgh and Lothians area. This study now builds on the Edinburgh City element of this original comprehensive overview and allows comparisons to be drawn between the picture in the city in 2005 and now. This audit complements the picture built up by SE in the latter part of 2011 from tourism accommodation audits that were commissioned for a number of other key locations in Scotland. These included the City of Aberdeen, City of Dundee, St Andrews, the Loch Lomond and The Trossachs National Park (LLTNP), Royal Deeside and Perthshire. In addition to the audit component of this study the research team were commissioned to prepare forecasts of the likely potential demand for accommodation 5 and 10 years ahead if targets established in the city s Tourism Strategy 1 were to be met. The forecasts helping to support observations and development recommendations on the sector by providing data on the type and scale of accommodation likely to be required in future to meet demand. This new review of Edinburgh s tourism accommodation sector updates earlier studies and fills current important information gaps. An electronic database, an essential part of the study, has been supplied and provides a benchmark and important tool with which to compare earlier and future supply. 1 Edinburgh 2020: The Edinburgh Tourism Strategy -1-

6 In parallel the report includes data on the level and profile of demand for accommodation (actual and potential) which will provide valuable benchmarks for existing operators; and robust market intelligence to inform strategies and policies and those considering investment in the sector. Since the last audit concluded in 2005 and published in 2006 by TRC there have been various high profile changes to the stock position with many new additions to the scale and profile of supply including: The Apex Waterloo, Travelodge, Missoni, Dreamhouse s expansion of serviced apartments, and SYHA s Edinburgh Central Hostel. This ever-changing stock position and the current potential demand for accommodation has been plotted to provide information key to the health of the sector in future. 1.2 Study Requirements / Approach and Methodology The research team were tasked with conducting a study whose aim was to assess and profile, in detail, the current market conditions in the area s accommodation economy and highlight issues affecting the sector. Identification of future accommodation needs and investment opportunities within the city s lodging sector was also a key component of the work. The main purpose and outcomes of the study as per the brief were: To provide an audit of tourism accommodation across the city of Edinburgh Council area. (A clear understanding of the various supply and demand characteristics required); To assess the volume of available accommodation by type, split between serviced and non-serviced accommodation types as outlined in the VisitScotland Quality Assurance (QA) Scheme (including hostels, self-catering, guest houses, hotels and aparthotels); The consultancy was asked to take special note and comment on the serviced apartment and hostels sectors where considerable growth has taken place recently; To establish the level and profile of demand for accommodation across the city and identify the development needs arising from findings and feedback; -2-

7 To establish from qualitative research the perceptions held on the sector and needs of key buyers (travel trade) responsible for providing demand to accommodation operators. For example: corporate; conference organisers; tour group operators; accommodation agents, etc; To identify target markets, gaps in current supply and shortfalls in stock; Modelling to project 5 and 10 years ahead the type and scale of accommodation needed in different areas to properly service demand and support the wider tourism sector; and To provide recommendations re the provision of tourism accommodation across the City Council area using the modelling system outlined above. The above brief informed TRC s response and approach to the study. 1.3 Report Format The report displays in various formats the key relevant supply and demand data (adopting the VisitScotland categories of accommodation). In addition to the attached hard copy document, a full, confidential, electronic database of the stock has been provided in a format that allows the data on available stock to be interrogated further. However the relevant trading data of operators, where supplied, has been provided anonymously in this report and is excluded from the electronic database. In conclusion this report includes: A detailed catalogue / baseline of the accommodation sector stock within the city boundary. (This is presented at each stage inclusive and exclusive of the stock identified which is only available in the marketplace for the short summer / Festivals period) Supply Analysis; An overview of the changes that have taken place across the sector between 2005 and the present day; Performance data on the sector Demand Analysis (anonymised); -3-

8 An assessment and discussion of issues affecting the future of the sector from consumer / intermediary feedback; and A discourse on potential investment opportunities and needs across the city if the sector is to be aligned with market demand and expectations in the future, and support the achievement of the targets set in the city s Tourism Strategy. Relevant sections on each of the following are presented overleaf: - An overview of the current supply of tourist accommodation (rooms bed spaces and quality grading); - An historic comparison of the stock position; - An overview of potential new supply; - An overview of current demand for accommodation (level and profile of demand); - Consumer / intermediary feedback of the destination s offering; and - Observations on current supply and future market potential issues and development opportunities. 1.4 Study Participation Levels / Survey and Consulting Responses Key to reporting on the current levels and profile of demand for accommodation across the city was TRC s research amongst existing operators, in parallel with buyer consultations, to assess views on the current provision. TRC contacted directly, all operators where we were able to establish a valid address to ask for participation in our online survey, to help identify the current level and profile of demand for bed spaces across the different accommodation types across the city. This initial communication and direct links to the survey were followed up some time later with a reminder . To help build on the responses received ETAG itself circulated s to accommodation operators on its own database of contacts. The research team also undertook a number of telephone consultations with operators where we did not receive sufficient responses to the survey to allow us to make comment on current trading patterns in the different accommodation categories. The responses derived from the various methods of contact resulted in participation in the demand analysis by 427 of the 2,349 businesses recorded, ie 18%. -4-

9 In the final analysis the number of responses was encouraging even if the quality or range of data was somewhat varied. However these participation levels mask the fact that the survey coverage, when measured on the basis of the number of bedrooms about which we received information, is of a much greater proportion. This achieved by virtue of the higher levels of participation in the survey by the larger business types with greater room counts eg the hotel categories. The scale of participation of bedroom stock was good overall with hotel coverage at 26%, guest house and B&B with 11% and self-catering responses accounting for 30% of bedroom stock and serviced apartment stock 51%. Overall coverage of the survey saw 33% of all bedroom stock captured across the city. We would like to take this opportunity to thank all those who participated in, or helped with, this study including: survey respondents; stakeholders; intermediaries; destination management / specialist industry groups; and others with whom we consulted. -5-

10 2 ACCOMMODATION ESTABLISHMENT SUPPLY ACROSS THE CITY AN OVERVIEW 2.1 Introduction In this section of the report we provide an outline and comparative overview of the supply of accommodation establishments across the city ie the number of businesses / operators. This overview demonstrates the diversity of mix in the supply and the dynamic changes that have been witnessed in the city in the last 6 years. 2.2 Establishments / Operations Current Position Provided in the Figures overleaf is an overview of the current accommodation offering available across the entire city, categorised by VisitScotland accommodation types 2. The Figures overleaf highlighting the number of establishments that are operating across the city and providing analysis of the proportion each category represents across the fully serviced / non-serviced sector mix a comprehensive and comparative profile of all stock. The supply of operations has also been plotted on maps which indicate the concentrations of serviced and non-serviced accommodation. These maps have been provided to ETAG and if Microsoft MapPoint is available the maps and pins can be interrogated to reveal individual business details etc. [Conversely the electronic database can be used to create maps from the postcode information in other software formats]. The information provided is self-explanatory and clearly indicates the relative position of the current stock. Provided is an overview of the accommodation stock that reflects the core stock position ie excludes stock that comes into play during the summer Festivals period only. The stock is shown including and excluding Festivals stock. The Figure overleaf identifies the stock of establishment and the relative mix of supply available in 2012 across the city. 2 Note: Over recent years, the number of tourism accommodation categories used by VisitScotland has expanded to take account of evolving product trends and shifts in market demand. The VisitScotland categories of accommodation currently in use include new additions in the last few years of: metro hotel, serviced apartment and budget hotel / lodge. Appendix IX provides information on the Accommodation Categories utilised by VisitScotland. -6-

11 Figure 1 NUMBER OF ESTABLISHMENTS (EXCLUDING FESTIVALS STOCK) Category 2012 % Sector Mix % Overall Mix Serviced Sector Hotel (1) % 3.9% Small Hotel % 1.7% Guest House % 10.6% B&B % 8.2% Inn 4 0.8% 0.2% Lodge % 1.3% Restaurant with Rooms 4 0.8% 0.2% Serviced Sector Sub-Totals % 26.1% Non-Serviced Sector Campus 2 0.1% 0.1% Serviced Apartment % 6.7% Self-Catering 1, % 65.5% Hostel % 1.2% Exclusive Use 1 0.1% 0.0% Other 2 0.1% 0.1% Non-Serviced Sector Sub-Totals 1, % 73.7% Holiday / Touring Park 4 0.2% TOTALS 2, % (1) For comparative purposes this category contains the Metro Hotel count a new category since 2005 of which there are 15 examples. Source: TRC The Figure clearly demonstrates that in terms of the number of establishments or business units the city s stock is dominated by the nonserviced sector that makes up 74% of establishments. This mix reflects the large number of single business unit self-catering properties across the city. The mix changing dramatically when the same stock is viewed as the bedrooms mix. The Figure overleaf profiles the number of business units / establishments that the team have been able to identify over the last few months that have / will enter the supply situation during the summer Festivals period adding to the core / generally available stock. -7-

12 Figure 2 ADDITIONAL FESTIVALS-ONLY STOCK (Units / Establishments) Category % Change 2012 vs 2005 Serviced Sector Guest House 0 1 B&B % Serviced Sector Sub-Totals % Non-Serviced Sector Campus % Self-Catering % Hostel 0 8 n/a Non-Serviced Sector Sub-Totals % TOTALS % Source: TRC The Figure above indicates the scale of this Festivals-only stock and the that it has grown only modestly since the previous audit of fact The following Figure presents data on the number of establishments across the city (relative mix of supply) when the stock that is available during the Festivals period is added to the base core supply. Figure 3 CHANGES TO NUMBER OF ESTABLISHMENTS (INCLUDING FESTIVALS STOCK) Category 2012 % Sector Mix % Overall Mix Serviced Sector Hotel (1) % 3.4% Small Hotel % 1.5% Guest House % 9.2% B&B % 7.2% Inn 4 0.8% 0.2% Lodge % 1.1% Restaurant with Rooms 4 0.8% 0.2% Serviced Sector Sub-Totals % 22.6% Non-Serviced Sector Campus % 0.4% Serviced Apartment % 5.8% Self-Catering 1, % 69.4% Hostel % 1.4% Exclusive Use 1 0.1% 0.0% Other 2 0.1% 0.1% Non-Serviced Sector Sub-Totals 1, % 77.2% Holiday / Touring Park 4 0.2% TOTALS 2, % (1) For comparative purposes this category contains the Metro Hotel count a new category since 2005 of which there are 15 examples. Source: TRC -8-

13 As can be seen above there is only modest change in supply of establishments when the Festivals stock as represented by number of establishments is added to the mix. (As previously mentioned the change is more dramatic when viewed at the room / bed space / sleeper level). 2.3 Changes in Supply The Figure below highlights the changes in the number of mix of establishments across the city in the last few years (Note the dramatic increase in the number of serviced apartments and self-catering business units). Figure 4 CHANGES TO NUMBER OF ESTABLISHMENTS (EXCLUDING FESTIVALS STOCK) Category % Change 2012 vs 2005 Serviced Sector Hotel (1) % (2) Small Hotel % Guest House % B&B % Inn % Lodge % Restaurant with Rooms % Serviced Sector Sub-Totals % Non-Serviced Sector Campus % Serviced Apartment % Self-Catering 447 1, % Hostel % Exclusive Use % Other % Non-Serviced Sector Sub-Totals 501 1, % Holiday / Touring Park % TOTALS 1,040 2, % (1) For comparative purposes this category contains the Metro Hotel count a new category since 2005 of which there are 15 examples. (2) The apparent static position of establishments in the hotel category belies a number of changes with a net no change result. Source: TRC The Figure overleaf profiles the change in the total establishment stock in the city when viewed at the summer Festivals peak in supply and highlights the change since

14 Figure 5 CHANGES TO TOTAL NUMBER OF ESTABLISHMENTS (INCLUDING FESTIVALS STOCK) Category % Change 2012 vs 2005 Serviced Sector Hotel (1) % (2) Small Hotel % Guest House % B&B % Inn % Lodge % Restaurant with Rooms % Serviced Sector Sub-Totals % Non-Serviced Sector Campus % Serviced Apartment % Self-Catering % Hostel % Exclusive Use % Other % Non-Serviced Sector Sub-Totals 703 1, % Holiday / Touring Park % TOTALS 1,243 2, % (1) For comparative purposes this category contains the Metro Hotel count a new category since 2005 of which there are 15 examples. (2) The apparent static position of establishments in the hotel category belies a number of changes with a net no change result. Source: TRC The following are the key changes in the establishment portfolio over the last 6 years: Hotels have seen 5 closures and 25 new establishments open with a number changing their category eg Hotel to Small Hotel, Hotel rebranded to Lodge; Only modest growth in the combined number of full service hotels and small hotels between 2005 and 2012; Guest houses and B&Bs establishment numbers are stable but the research detail provides evidence of churn retirals / new entrants; Significant growth, mostly recently, in budget / limited service hotels ie lodges from 2005 terminology; Growth from small base in restaurants with rooms; Growth in campus operations in the summer / Festivals marketplace; Very significant growth in number of serviced apartments and selfcatering establishments; Increase in the number of hostels; -10-

15 Deeper analysis of the database indicates there has been a significant amount of churn, ie 400 plus businesses operating at the time of the last audit are no longer trading, however, these have been replaced with new entrants as overall the number of establishments has increased; Changes have been monitored by the more detailed analysis of research to show accommodation operators moving between accommodation designators eg small hotel to guest house; The serviced apartment sector has seen huge growth but it is a fairly undefined product ranging from a self-catering unit by any other name, to those operators offering a branded product akin to a limited service hotel / aparthotel. (This issue is explored more fully later). The maps overleaf highlight the spread and concentration of accommodation establishments across the city (including Festivals only operations). In the electronic versions of the audit these maps can be interrogated. 2.4 Number of Serviced Apartment and Self-Catering Units The table below displays the number of units relating specifically to serviced apartments and self-catering categories. Of relevance to these categories where the number of establishments / businesses count provided elsewhere masks the scale of the stock. Figure 6 SERVICED APARTMENT AND SELF-CATERING UNITS Category Serviced Apartment Self- Catering Including Festivals Stock % Change Excluding Festivals Stock % Change 389 1, % 389 1, % 1,538 2,261 47% 691 1, % Total 1,927 3,402 77% 1,080 2, % Source: TRC Growth in the number of serviced apartment and self-catering units has been significant with core stock of unit growing by 156% while the growth including Festivals stock to include the additional self-catering operations that come on stream has grown by 77%. -11-

16 Figure 7 PLOT OF SERVICED ACCOMMODATION ESTABLISHMENTS Key Hotel Metro Hotel Small Hotel Guest House Bed & Breakfast Inn Budget Hotel Restaurant with Rooms Source: TRC -12-

17 Figure 8 PLOT OF NON-SERVICED ESTABLISHMENTS WITH INSERT OF FESTIVALS ONLY STOCK Key Campus Serviced Apartment Self-Catering Hostel Exclusive Use Other Caravan Park Source: TRC -13-

18 3 OVERVIEW OF CURRENT SUPPLY (ROOMS AND BED SPACE CAPACITY) 3.1 Introduction In this section, like the previous, we present the city s stock of accommodation at two levels: the core stock; and the supply situation during the peak summer Festivals period when a range of additional stock not available at other times of the year enters the supply arena. The stock position presented in the following pages captures the number of bedrooms and bed spaces (sleeper capacity) currently available in the city and the changes since Rooms Availability / Capacity The Figures overleaf present the number of bedrooms available in the city across the various forms of accommodation (including and excluding the Festivals stock). The Figure immediately overleaf profiles the range and mix of core bed stock currently available in the city in 2012 (excluding that which will come into the supply for the summer Festivals period this year). -14-

19 Figure 9 NUMBER OF ROOMS (EXCLUDING FESTIVALS STOCK) Category 2012 % Sector Mix % Overall Mix Serviced Sector Hotel (1) 7, % 35.6% Small Hotel % 2.2% Guest House 1, % 7.7% B&B % 3.4% Inn % 0.2% Lodge 2, % 13.0% Restaurant with Rooms % 0.1% Serviced Sector Sub-Totals 12, % 62.3% Non-Serviced Sector Campus 1, % 7.2% Serviced Apartment 2, % 9.7% Self-Catering 3, % 16.2% Hostel % 2.2% Exclusive Use % 0.1% Other % 0.1% Non-Serviced Sector Sub-Totals 7, % 35.5% Holiday / Touring Park % TOTALS 20, % (1) For comparative purposes this category contains the Metro Hotel count a new category since 2005 of which there are 15 examples accounting for 696 bedrooms. Source: TRC Clearly visible from the above stock position when seen from the overall mix of rooms by type is that it is the reverse of the mix when seen as establishments or businesses. In this instance almost two-thirds of stock is within the serviced sector and one-third non-serviced. The Figure overleaf suggests the numbers of rooms that are anticipated will enter the supply stock this summer during the Festivals. This will see approximately another 7,000 rooms (mostly non-serviced) added to the circa 21,000 base rooms count. -15-

20 Figure 10 FESTIVALS ONLY ROOMS Category % Change 2012 vs 2005 Serviced Sector Guest House 0 4 B&B % Serviced Sector Sub-Totals % Non-Serviced Sector Campus 2,284 2, % Self-Catering 3,722 2, % Hostel 0 1,446 Non-Serviced Sector Sub-Totals 6,006 6, % TOTALS 6,126 6, % Source: TRC The Figure below provides an overview of the total number of rooms that will be available in the tourist market this summer (2012) in Edinburgh City. This indicates that the mix of rooms available changes during that period to see an offering that is almost 50:50 split between rooms in the serviced and nonserviced sectors. (The seasonal change marked by the significant extra room numbers that become available in the campus and self-catering categories ie non-serviced sector). Figure 11 NUMBER OF ROOMS (INCLUDING FESTIVALS STOCK) Category 2012 % Sector Mix % Overall Mix Serviced Sector Hotel (1) 7, % 26.8% Small Hotel % 1.7% Guest House 1, % 5.8% B&B % 3.0% Inn % 0.2% Lodge 2, % 9.8% Restaurant with Rooms % 0.1% Serviced Sector Sub-Totals 13, % 47.4% Non-Serviced Sector Campus 4, % 15.2% Serviced Apartment 2, % 7.3% Self-Catering 5, % 21.3% Hostel 1, % 6.9% Exclusive Use % 0.1% Other % 0.1% Non-Serviced Sector Sub-Totals 13, % 50.9% Holiday / Touring Park % TOTALS 27, % (1) For comparative purposes this category contains the Metro Hotel count a new category since 2005 of which there are 15 examples accounting for 696 bedrooms. Source: TRC -16-

21 3.3 Changes to Stock The Figures following profile the changes that have taken place in the city s stock of rooms between 2005 and Figure 12 CHANGE IN NUMBER OF ROOMS (EXCLUDING FESTIVALS STOCK) Category % Change 2012 vs 2005 Serviced Sector Hotel (1) 6,591 7, % Small Hotel % Guest House 1,640 1, % B&B % Inn % Lodge 890 2, % Restaurant with Rooms % Serviced Sector Sub-Totals 10,348 12, % Non-Serviced Sector Campus 1,025 1, % Serviced Apartment 630 2, % Self-Catering 1,300 3, % Hostel % Exclusive Use % Other % Non-Serviced Sector Sub-Totals 3,472 7, % Holiday / Touring Park % TOTALS 14,311 20, % (1) For comparative purposes this category contains the Metro Hotel count a new category since 2005 of which there are 15 examples accounting for 696 bedrooms. Source: TRC The Figure above indicates significant change in the city s stock of accommodation since These changes include: The number of serviced rooms excluding the temporarily available Festivals stock has increased by over 25% from 10,300 to 13,000 nearly 1,800 of them budget / lodge hotel rooms; The number of non-serviced rooms (excluding Festivals rooms) has increased by over 110% adding nearly 4,000 additional rooms; Increase in rooms excluding Festivals stock of nearly 45%; The most significant growth in core rooms stock has been in: lodges ie budget hotels; serviced apartments; and self-catering. -17-

22 Figure 13 Self-Catering 25.2% Proportion of Rooms Stock 2005 Hostel 2.4% Exclusive Use 0.1% Other 0.1% Hotel 33.1% Serviced Apartment 3.2% Campus 16.6% Restaurant with Rooms 0.1% Lodge 4.5% Inn 0.4% B&B 4.1% Small Hotel 2.1% Guest House 8.2% Source: TRC Figure 14 Self-Catering 21.7% Proportion of Rooms Stock 2012 Hostel 7.0% Exclusive Use 0.1% Other 0.1% Hotel 27.2% Small Hotel 1.6% Serviced Apartment 7.4% Campus 15.4% Restaurant with Rooms 0% Lodge 10.3% B&B 3.1% Inn 0.2% Guest House 5.9% Source: TRC The Figure overleaf highlights the changes in total stock available during the summer Festivals period in 2005 and again in The overall growth in rooms at this peak time is lower than that for the base core stock at just over 34% compared with the core growth of over 44%. This, it can be seen from earlier figures, is reflective of the fact that the growth in rooms supply during the Festivals period has not been as significant as the core growth across the city. (Suggesting that the spare capacity that comes to market during this period is beginning to reach its optimum level). -18-

23 Figure 15 CHANGE IN NUMBER OF ROOMS (INCLUDING FESTIVALS STOCK) Category % Change 2012 vs 2005 Serviced Sector Hotel (1) 6,591 7, % Small Hotel % Guest House 1,640 1, % B&B % Inn % Lodge 890 2, % Restaurant with Rooms % Serviced Sector Sub-Totals 10,468 13, % Non-Serviced Sector Campus 3,309 4, % (1) Serviced Apartment 630 2, % Self-Catering 5,022 5, % Hostel 474 1, % Exclusive Use % Other % Non-Serviced Sector Sub-Totals 9,478 13, % Holiday / Touring Park % TOTALS 20,437 27, % For comparative purposes this category contains the Metro Hotel count a new category since 2005 of which there are 15 examples accounting for 696 bedrooms. Source: TRC In summary it can be seen that the rooms supply in the city at the height of the Festivals period exhibits the following key note changes since The number of serviced rooms has increased by 25%; Number of non-serviced rooms has increased by 48%; Increase in all rooms types including Festivals stock of 35%; The most significant growth in rooms has been in lodges ie budget hotels, serviced apartment and hostel sectors. Significant growth also in self-catering rooms but dwarfed by rooms growth in serviced apartments (core stock) and hostels (additional Festivals stock); New accommodation concepts have been encountered / captured by the audit eg B+B Edinburgh (Boutique B&B Hotel) and Hostel Apartments (Old Schoolhouse), Self-catering Boatel (Four Sisters Boatel); New rooms have seen new brands enter the marketplace broadening appeal eg Missoni, Motel One; and -19-

24 Number of Rooms Number of Rooms Edinburgh Tourism Action Group Edinburgh now boasts at the height of the summer approximately 28,000 built bedrooms. Figure 16 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 Proportion of Serviced Rooms Stock 2005 vs 2012 Hotel Small Hotel Guest House B&B Inn Lodge RWR Type Source: TRC 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 Proportion of Non-Serviced Rooms Stock 2005 vs 2012 Figure Type Source: TRC -20-

25 The Figure below clearly demonstrates the overall mix / profile of the rooms stock in the city in 2005 and the changes by Figure 18 Category Serviced Sector SECTOR COMPOSITION CHANGES ALL STOCK (INCLUDING FESTIVALS) Sector Mix - Rooms Sector Mix - Rooms 2012 Proportion of Rooms Stock 2005 Proportion of Rooms Stock 2012 Hotel (1) 63.0% 56.6% 32.3% 26.8% Small Hotel 4.2% 3.5% 2.1% 1.7% Guest House 15.7% 12.3% 8.0% 5.8% B&B 7.7% 6.4% 4.0% 3.0% Inn 0.8% 0.3% 0.4% 0.2% Lodge 8.5% 20.6% 4.4% 9.8% Restaurant with Rooms 0.2% 0.2% 0.1% 0.1% Serviced Sector Sub-Totals 100.0% 100.0% 51.2% 47.4% Non-Serviced Sector Campus 34.9% 29.8% 16.2% 15.2% Serviced Apartment 6.6% 14.4% 3.1% 7.3% Self-Catering 53.0% 41.9% 24.6% 21.3% Hostel 5.0% 13.5% 2.3% 6.9% Exclusive Use 0.2% 0.1% 0.1% 0.1% Other 0.3% 0.2% 0.1% 0.1% Non-Serviced Sector Sub- Totals Holiday / Touring Park (Pitches) TOTALS / ROOMS / PITCHES 100.0% 100.0% 46.4% 50.9% (1) For comparative purposes this category contains the Metro Hotel count a new category since 2005 of which there are 15 examples accounting for 696 bedrooms. In summary: 2.4% 1.7% 100.0% 100.0% Source: TRC The Figure above highlights the changes in the proportion of rooms across the different categories in 2005 and 2012; Hotels as a proportion of all rooms stock has dropped over the intervening period from almost a third of the serviced rooms to now just over a quarter; Lodges have increased as a proportion of the serviced rooms stock alone to 21% from 8.5% in 2005; Serviced apartment and hostel rooms have also increased as a proportion of total, but not quite as strikingly as lodges.

26 3.4 Bed Space / Sleeper Capacity The Figures below / overleaf highlights the stock of bed spaces available within the city. This indicating, at any one time, the number of overnight visitors that can be hosted within the commercial tourism accommodation sector. Here again the capacity is shown at core base level and that which is available at the height of the summer Festivals period. The Figure below, not surprisingly, tends to reflect a stock position not that dissimilar to the rooms capacity in terms of profile / mix of bed spaces. The serviced sector dominates offering 61% of capacity in the general core stock position with the non-serviced sector contributing 38% of the capacity. (The mix fluctuating when the Festivals-only bed space stock is included similar to the position when the Festivals-only rooms stock is entered into the equation). Figure 19 NUMBER OF SLEEPERS (EXCLUDING FESTIVALS STOCK) Category 2012 % Overall Mix % Sector Mix Serviced Sector Hotel (1) 14, % 34.0% Small Hotel % 2.2% Guest House 3, % 8.1% B&B 1, % 3.4% Inn % 0.2% Lodge 5, % 12.8% Restaurant with Rooms % 0.1% Serviced Sector Sub-Totals 25, % 60.9% Non-Serviced Sector Campus 1, % 4.6% Serviced Apartment 4, % 9.9% Self-Catering 7, % 16.8% Hostel 2, % 6.6% Exclusive Use % 0.0% Other % 0.1% Non-Serviced Sector Sub-Totals 16, % 38.0% Holiday / Touring Park % TOTALS 42, % (1) For comparative purposes this category contains the Metro Hotel count a new category since 2005 of which there are 15 examples with 1,484 sleeper capacity. Source: TRC -22-

27 The previous Figure indicated that the city now offers nearly 43,000 bed spaces within the commercial tourism accommodation sector (excluding the Festivals stock). Again, the Figure below highlighting the additional bed spaces that will enter the stock position in 2012 during the summer Festivals period. This includes an additional sleeper capacity to the core stock of approximately 8,400 sleepers, the majority in the campus, self-catering and hostel sectors. FESTIVALS ONLY SLEEPER CAPACITY Figure 20 Category % Change 2012 vs 2005 Serviced Sector Guest House 0 9 B&B % Serviced Sector Sub-Totals % Non-Serviced Sector Campus 3,101 3, % Self-Catering 4,426 3, % Hostel 0 1,673 Non-Serviced Sector Sub-Totals 7,527 8, % TOTALS 7,767 8, % Source: TRC The Figure overleaf profiles the bed space capacity currently available across the city at the height of the summer Festivals season. This indicates that the city this summer, 2012, will offer over 50,000 bed spaces in an almost 50:50 split between serviced and non-serviced bed spaces. -23-

28 Figure 21 NUMBER OF SLEEPERS (INCLUDING FESTIVALS STOCK) Category 2012 % Sector Mix % Overall Mix Serviced Sector Hotel (1) 14, % 28.4% Small Hotel % 1.8% Guest House 3, % 6.8% B&B 1, % 3.3% Inn % 0.2% Lodge 5, % 10.7% Restaurant with Rooms % 0.1% Serviced Sector Sub-Totals 26, % 51.4% Non-Serviced Sector Campus 4, % 9.8% Serviced Apartment 4, % 8.2% Self-Catering 10, % 20.7% Hostel 4, % 8.8% Exclusive Use % 0.0% Other % 0.1% Non-Serviced Sector Sub-Totals 24, % 47.7% Holiday / Touring Park % TOTALS 50, % (1) For comparative purposes this category contains the Metro Hotel count a new category since 2005 of which there are 15 examples with 1,484 sleeper capacity. Source: TRC 3.5 Changes In Stock Profiled below are the changes that have taken place in the last 6 years to the city s stock / profile of bed spaces / sleeper capacity (displayed as changes excluding and including the Festivals stock). -24-

29 Figure 22 CHANGE IN NUMBER OF SLEEPERS (EXCLUDING FESTIVALS STOCK) Category % Change 2012 vs 2005 Serviced Sector Hotel (1) 13,352 14, % Small Hotel % Guest House 3,508 3, % B&B 1,392 1, % Inn % Lodge 1,871 5, % Restaurant with Rooms % Serviced Sector Sub-Totals 21,196 25, % Non-Serviced Sector Campus 965 1, % Serviced Apartment 1,269 4, % Self-Catering 2,930 7, % Hostel 3,071 2, % Exclusive Use % Other % Non-Serviced Sector Sub-Totals 8,321 16, % Holiday / Touring Park % TOTALS 30,008 42, % (1) For comparative purposes this category contains the Metro Hotel count a new category since 2005 of which there are 15 examples with 1,484 sleeper capacity. Immediate notable changes in the Figure above include: Source: TRC Sleeper capacity growth in core stock in the serviced sector is 22.4%; Sleeper capacity growth in the core non-serviced stock is an astonishing 94.5%; and Overall total core stock growth in bed capacity is 42%. -25-

30 Figure 23 CHANGE IN NUMBER OF SLEEPERS (INCLUDING FESTIVALS STOCK) Category % Change 2012 vs 2005 Serviced Sector Hotel (1) 13,352 14, % Small Hotel % Guest House 3,508 3, % B&B 1,632 1, % Inn % Lodge 1,871 5, % Restaurant with Rooms % Serviced Sector Sub-Totals 21,436 26, % Non-Serviced Sector Campus 4,066 4, % (1) Serviced Apartment 1,269 4, % Self-Catering 7,356 10, % Hostel 3, % Exclusive Use % Other % Non-Serviced Sector Sub-Totals 15,848 24, % Holiday / Touring Park % TOTALS 37,775 50, % For comparative purposes this category contains the Metro Hotel count a new category since 2005 of which there are 15 examples with 1,484 sleeper capacity. Source: TRC In summary the changes highlighted by the Figures indicates that in the City of Edinburgh bed stock capacity will reach a peak of nearly 51,000 this summer. This clearly indicates the city s growing capacity over the last few years to host larger tourist inflows. (Demand levels are examined in later sections). High points of change include: Serviced bed spaces (including Festivals stock) now number 26,000 compared to 21,000 in 2005; Sleeper capacity growth in the serviced sector sits at 22.2% but the bulk of this growth in supply is in one sector budget hotels or limited service hotels 75% of that additional sleeper capacity is from budget hotels (3,800 sleepers); Non-serviced bed spaces now number 24,400 in 2012 up from circa 16,000 in 2005, a 53% growth; Edinburgh now has a sleeper capacity at the height of the season of over 50,000 bed spaces in built accommodation. -26-

31 4 QUALITY GRADING PROFILE OF STOCK 4.1 Introduction In this section and in the Figures overleaf we discuss the relative quality of the city s accommodation stock. In order to provide some kind of analysis of quality, as in the past audit and those concluded by TRC elsewhere, we have used as the base benchmark the Star system as employed by the VisitScotland QA Scheme. In the past this system proved to be the best collective and efficient method of discussing the quality of a destination s offering. Unfortunately however this is becoming a less reliable method of being able to draw absolute conclusions about a destination s accommodation quality as participation in the Scheme, which is non-compulsory, is, in general, falling. That said however, as can be seen from the following Figures whilst the number and proportion of individual businesses and establishments within the Scheme is fairly low the Scheme still captures the majority of the bed spaces within the city. The Figures overleaf provide a profile of the accommodation within the city that participates in the VisitScotland QA Scheme. This still gives some indication of the quality mix and profile of the city s stock across the serviced and non-serviced sectors, only of those properties that participate. (The consultants make no attempt to grade non-participants). In the serviced sector slightly more than half of the properties are graded a situation not dissimilar to other parts of Scotland. However the level of participation captures 50% of bedrooms the majority graded at 3 Star or above, again not dissimilar to other locations. 4.2 QA Participation and Grading Profiles Properties / Establishments The Figure overleaf provides an analysis of the participation levels by establishment in Edinburgh in the VisitScotland QA Scheme and the Star rating each property achieved. -27-

32 Figure 24 Category Serviced Sector Total Available Properties ANALYSIS OF SERVICED AND NON-SERVICED PROPERTIES BY STAR GRADING ALL CORE STOCK EXCLUDING FESTIVALS STOCK (2012) Participation Level Total Graded % of Total Accommodation Type in City 1 Star % 2 Star % 3 Star % 4 Star % 5 Star % Hotel % 1 1.6% 1 1.6% % % % Small Hotel % 0 0.0% 0 0.0% % % 1 9.1% Guest House % 4 3.3% 9 7.3% % % 6 4.9% B&B % 1 1.7% % % % 1 1.7% Inn % 0 0.0% 0 0.0% % % 0 0.0% Lodge % 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% Restaurant with Rooms % 0 0.0% 0 0.0% 0 0.0% % % Serviced Sector Sub-Totals % 6 2.2% % % % % Non-Serviced Sector Campus % 0 0.0% 0 0.0% % 0 0.0% 0 0.0% Serviced Apartment % 0 0.0% 0 0.0% % % % Self-Catering 1, % 0 0.0% 2 1.7% % % 5 4.2% Hostel % 0 0.0% % % % 0 0.0% Exclusive Use % 0 0.0% 0 0.0% 0 0.0% 0 0.0% % Other % Non-Serviced Sector Sub-Totals 1, % 0 0.0% 6 3.9% % % % Holiday /Touring Park % 0 0.0% 0 0.0% 0 0.0% % % Source: TRC -28-

33 The Figure below profiles the grading achieved by participating properties in the city and the change between 2005 and The Figure suggests a growth in achieved Star ratings but the overall number of participating establishments has fallen by 33% since Figure 25EDINBURGH ESTABLISHMENTS GRADING PROFILE Properties % of Total Properties % of Total Star Grade Total Graded (2005) Total Graded (2012) 1 Star 29 5% 6 2% 2 Star 82 14% 24 6% 3 Star % % 4 Star % % 5 Star 30 5% 29 7% TOTALS % % AVERAGE SCORE (Star Rating) Source: TRC Rooms Participating in QA Scheme The Figures below / overleaf provide an overview of the number of rooms and bed spaces participating in the Scheme, both now and in the past. The Figure immediately below profiles the graded rooms stock in the city. Figure 26 City of Edinburgh 2005 City of Edinburgh 2012 Total Rooms % of Rooms ANALYSIS OF GRADED ROOMS Not Graded % of Rooms Not Graded Awaiting Inspection (AI) % of Rooms AI Total Graded % of Rooms Graded 19, % 4,091 21% 838 4% 15,855 79% 27, % 13,460 50% 1,969 7% 13,574 50% Source: TRC -29-

34 Figure 27 ANALYSIS OF ROOMS BY STAR GRADING CITY OF EDINBURGH 1 Star % of Graded Stock 2 Star % of Graded Stock 3 Star % of Graded Stock 4 Star % of Graded Stock 5 Star % of Graded Stock , % 3, % 3, % 3, % 1, % 2005 Excluding Campus Bed Spaces 2, % 1, % 3, % 3, % 1, % % 2,407 21% 3,664 32% 4, % 1,409 12% 2012 Excluding Campus Bed Spaces % 197 2% 3,038 35% 4, % 1,409 16% Source: TRC The quality profile of the city s rooms stock is visually displayed below / overleaf in the pie charts. Serviced Accommodation Stock - Profile of All Rooms by Star Grading Figure 28 4 Star 33% 5 Star 6% Awaiting Grading / Pass 9% 1 Star 2% 2 Star 7% 3 Star 43% Source: TRC As of % of all serviced accommodation rooms stock is not graded (does not participate in the QA Scheme) and 90% of non-serviced rooms are not graded. -30-

35 Non-Serviced Accommodation Stock - Profile of All Rooms by Star Grading 5 Star 8% Awaiting Grading / Pass 4% 1 Star 0% 2 Star 4% Figure 29 4 Star 47% 3 Star 37% Source: TRC Bed Spaces within the QA Scheme The Figures below / overleaf provide an analysis of the bed space distribution / profile of those participating in the QA Scheme and the changes since Figure 30 ANALYSIS OF GRADED BED SPACE CAPACITY Total Bed Spaces % of Bed Spaces Not Graded % of Bed Spaces Not Graded Awaiting Inspection % of Bed Spaces Total Bed Spaces Graded and Awaiting Inspection % of Bed Spaces City of Edinburgh 37, % 8,480 23% 2,114 6% 26,690 72% 2005 City of Edinburgh 50, % 24,355 48% 443 1% 26,170 52% 2012 Note: Excludes Caravan pitches Source: TRC The Figure above clearly indicates a fairly significant drop in participation levels in the last few years with now only 52% of the city s total bed spaces captured by the VisitScotland QA Scheme. The Star rating achieved by the bed space stock both in 2005 and 2012 are displayed overleaf in the Figure. -31-

36 Figure 31 ANALYSIS OF BED SPACE CAPACITY BY STAR GRADING CITY OF EDINBURGH 1 Star % of Graded Stock 2 Star % of Graded Stock 3 Star % of Graded Stock 4 Star % of Graded Stock 5 Star % of Graded Stock , % 5, % 7, % 7, % 2, % 2005 Excluding Campus Bed Spaces 3, % 2, % 7, % 7, % 2, % % 3, % 7, % 8, % 2, % 2012 Excluding Campus Bed % % 6, % 8, % 2, % Spaces 2012 Note: Excludes Caravan pitches Source: TRC The Figure indicates that of those bed spaces captured by the system there are a growing number achieving higher grades. In summary: Participation levels in VisitScotland QA are falling; Average quality scores of all participants appear to be on the increase; However average scores achieved by different types of accommodation do not suggest the same picture see comparisons with nationally achieved quality scores overleaf. 4.3 Edinburgh Destination Grading Comparison The Figures overleaf provide an analysis of the relative average grading achieved by the different types of accommodation in Edinburgh against the national average and a range of other key destinations across Scotland. Note: This section provides information on only those properties / businesses that are part of / participate in the QA Scheme no attempt has been made by the consultants to grade non-participating operators. -32-

37 Figure 32AVERAGE GRADING SCORES BY ACCOMMODATION TYPES DESTINATION vs NATIONAL POSITION [PROPERTIES] (1) Category City of Edinburgh Average Scottish National Average Serviced Sector Hotel Small Hotel Metro Hotel Budget Hotel / Lodge - - Guest House B&B Restaurant with Rooms Inn Serviced Sector Average Non-Serviced Campus Self-Catering Serviced Apartments Exclusive Use Venue Hostel Other n/a n/a Non-Serviced Sector Average Note: (1) Serviced and non-serviced averages recast by TRC to exclude accommodation categories if not present in the study area to allow for comparison. Weighted Average. Source: VisitScotland The Figure clearly demonstrates a total picture that the quality averages achieved by the city match or exceed the Scottish National averages. However, when individual types of property are looked at in more detail it becomes apparent that the city exceeds the national quality averages in all cases, with the exception of the B&B and guest house categories. No comment is made at this time on these points but they are discussed later. In the summer of 2011 TRC conducted an extensive number of accommodation audits in Scotland including those displayed overleaf. They set Edinburgh in context with the National picture and averages achieved by other destinations / participants. -33-

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