3/4 Star Hotel Performance
The 3/4 star hotel market has strengthened since 2004 both within Sevenoaks and surrounding the District. 3/4 star occupancies have improved and achieved room rates have grown strongly. However some 3/4 star hotels remain below the national average.
Generally hotels in the surrounding area have out-performed those in Sevenoaks and Brands Hatch, and have higher levels of denials (up to 20 rooms per night mid week).
Average Annual Room Occupancy: 3/4 Star Hotels Sevenoaks and Surrounding Area — 2004-2007
| Year |
Average Annual Room Occupancy % |
| Sevenoaks District 3/4 Star Hotels |
3/4 Star Hotels Surrounding Area |
UK Average Provincial 3/4 Star Chain Hotels |
| 2004 |
56 |
71 |
70.8 |
| 2005 |
59 |
70 |
70.4 |
| 2006 |
63 |
73 |
71.4 |
| 2007 |
67 |
75 |
72 |
Again hotels in the surrounding area generally achieve higher average rates.
Average Annual Achieved Room Rate 3/4 Star Hotels Sevenoaks and Surrounding Area — 2004-2007
| Year |
Average Annual Achieved Room Rate £ |
| Sevenoaks District 3/4 Star Hotels |
3/4 Star Hotels Surrounding Area |
UK Average Provincial 3/4 Star Chain Hotels |
| 2004 |
55 |
61.50 |
63.72 |
| 2005 |
58.50 |
62.50 |
66.95 |
| 2006 |
62 |
64 |
70.02 |
| 2007 |
64 |
67.50 |
70.21 |
In terms of patterns of demand, weekday occupancies average 67% in Sevenoaks/Brands Hatch, but 80% in the surrounding area. Both areas have strong Saturday night occupancies but weaker Fridays and Sundays.
Budget Hotels
Budget hotels in and around Sevenoaks perform strongly, with an estimated average annual occupancy of 85% - individually some hotels perform at over 90%. Average annual achieved room rates in these hotels in 2007 was around £48; some hotels demand a higher than average rate, most notably the Premier Travel Inn at Clacket Lane services.
Sevenoaks and Surrounds — Budget Hotel Performance — 2007
|
Average Annual Room Occupancy % |
Average Annual Achieved Room Rate £ |
| 2004 |
85 |
48 |
Budget hotels in and around Sevenoaks are usually full Monday to Thursday and also have very high Saturday night occupancies, particularly during the summer. Fridays are also strong during the summer. The only seasonal dimension to demand is the boost in weekend occupancy during the summer — weekdays are strong all year. Budget hotels are turning business away midweek.
Business visitors and contractors working on local projects are the primary source of weekday business for budget hotels around Sevenoaks. Weekend markets include visitors to local weddings, UK holidaymakers en route to Gatwick, visitors to events at Brands Hatch, and visits to friends and relatives.
Country Inns
Inns in and around Sevenoaks are achieving average annual occupancies of around 70%, with a good mix of business from local companies during the week and weddings at weekends, plus some leisure breaks. Average annual room rates are between £45 and £50.
Prospects for Growth
The corporate market for hotel accommodation in Sevenoaks is likely to grow as the District's economy develops, existing companies expand and new companies are attracted. Corporate demand for hotel accommodation in the north of the district could grow as the Kent Thameside area develops. Much will depend on the pace and level of hotel development that takes place in this area.
The residential conference market is unlikely to grow and could well reduce. This market is generally declining as companies reduce training and meeting budgets and/or develop their own in-house meeting facilities. The District may however benefit from the general growth in business and conference tourism in the South East anticipated as a result of the London 2012 Olympics.
The London 2012 Olympic and Paralympic Games are likely to generate significant demand for hotel accommodation in Sevenoaks during the Games, either from spectators or from other markets displaced from hotels located nearer to the Olympic Park. The District should also benefit from the general growth in domestic and overseas leisure tourism and business and conference tourism in the South East that it is expected that the Games and Cultural Olympiad will stimulate.
Demand from the leisure break market is likely to grow as this market expands in the South East, fuelled by the heightened awareness of London, Kent and the wider South East caused by the London 2012 Olympics.
The weddings market should grow in the District, particularly given further hotel development.
Hotel Development Opportunities