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LIVERPOOL HOTELS UPDATE April 2015
01
Welcome Welcome to the latest edition of the Liverpool
Hotels Update.
Since 2004, this document has been published
jointly between Liverpool City Council and the
Local Enterprise Partnership around twice a year.
It contains detailed information about the range
and location of hotels which have been
completed, are currently under construction, or
are in the pipeline both within the City Centre
and outside it. It also looks at hotel performance
in the City Centre.
We hope that the data included in the schedules
will be useful to individuals and organisations
involved in hotel provision.
Should you have any queries, require further
information, or have comments on the content of
the schedules, please contact:
(Planning & Development queries):
Mark Kitts, Assistant Director Regeneration
Development Planning and Housing, Liverpool
City Council, Municipal Buildings, Dale Street,
Liverpool l2 2DH
Tel: 0151 233 4202
Email: [email protected]
Website: www.liverpool.gov.uk
(Hotel sector performance queries):
Peter Sandman, Head of Visitor Economy
Development, Liverpool City Region LEP,
12 Princes Parade, Liverpool L3 1BG
Tel: 0151 237 3916
Email: [email protected]
Website: www.Visitliverpool.biz
Photo opposite: DoubleTree by Hilton, Sir Thomas Street – due to
complete in June 2015
02
Foreword This is a document that speaks volumes about how far
Liverpool has come in recent years.
The statistics speak for themselves – year on year we are
welcoming more visitors to the city. As a result bookings are on
the up, both mid-week and at the weekends, and more hotels
of all types and classes are springing up across the city.
Without a doubt, one of the reasons for this is quite simple –
Liverpool is a major cultural destination.
Steeped in history, with a rich cultural heritage but a thriving
stylish cosmopolitan city make it a must visit location for tourists
across the globe.
On top of this, the stellar programme of events that take place
across the year have cemented the city’s reputation for
staging high-calibre, and highly-anticipated activities.
Within the last few years we have seen two major events
starring Royal de Lux’s Giants, which alone brought in nearly
two million people and generated £78million for the local
economy.
And of course there is our annual programme – from the
massively popular International Mersey River Festival which
attracts hundreds of thousands of people to the Liverpool
International Music Festival, a relative newcomer to our events
scene which in just three years has grown and evolved into a
credible showcase of international and home grown talent.
This impressive year-long portfolio has a direct and positive
impact on our hotel and tourism industry. People expect
Liverpool to put on a show and are willing to travel and stay
overnight just to be part of the experience.
2015 will be an unforgettable year for our hotels including the
making of maritime history on the Mersey by the visit of the
three Cunard Queens right through to the UK’s largest 4th July
celebrations all under the banner of One Magnificent City.
The city is set to shine as an international spotlight focuses on
Liverpool once again – and we can all feel incredibly proud to
be part of it.
Councillor Wendy Simon Assistant Mayor and Cabinet Member for Culture,
Tourism and Events
03
Liverpool City Centre hotel
facts at a glance (as at 30
April 2015):
58 hotels/apart-hotels/guest
houses (up from 37 in 2008)
5,845 bedrooms
(up from 3,481 in 2008)
2,500 hotel-related jobs in the
City Centre (1,000 of which
created since 2008)
£ £257 million invested in 21 new
hotels since 2008
KEY PERFORMANCE
HEADLINES FOR 2014:
24% rise in hotel rooms sold to a
record 1.65 million (Jan-Dec)
%
Average hotel room occupancy
75.4%, higher than the UK regional
rate of 75.1%
% 1.6% rise in weekend hotel
occupancy to 87.6%
% 7.0% rise in weekday hotel
occupancy to 72.8%
£ 6.8% rise in Average Room Rate
(ADR) to £67.73
£ 12.9% rise in Average Room Yield
(RevPar) to £51.30
£ 13.0% rise in Weekend Room Yield
(RevPar) to £75.05
All hotel performance data © STR Global not to be re-used
without written permission.
Figures compare Jan-Dec 2013 with Jan-Dec 2014 unless
otherwise stated.
04
Ho
tel In
dig
o, Ti
the
ba
rn S
tre
et
Hilt
on
, Th
om
as
Ste
ers
Wa
y
ROOM SOLD, YIELDS
AND OCCUPANCY RATES
SOAR TO NEW LEVELS
2014 was an excellent year for Liverpool’s hotel industry. By
the end of December, according to figures supplied by
Liverpool LEP based on occupancy figures provided by STR
Global, almost 1.65 million rooms were sold during the year.
Yet again, this rise – from a previous record of 1.32 million in
2013 – was set against a further three hotels opening in the
City Centre, bringing 333 new bedrooms onto the market,
with an additional 16 rooms being added to the Printworks
Hotel.
July, August, October and November saw over 150,000 rooms
sold each month as visitors came to the city for a variety of
events, concerts and conferences.
Also, in a year when strong demand pushed overall UK
regional hotels’ occupancy to 75.1%, the highest in 10 years,
Liverpool’s average occupancy attained an impressive 75.4%,
only a short measure behind the best performing city in the
North West, Manchester, which reached 77.6%.
As a city, Liverpool is no longer struggling with weekday
occupancy, with a healthy average of 72.8% now being
achieved. Back in 2012, just two years ago, the average was
51.05%. June, July and October were the healthiest months,
each achieving rates above 80%. Weekday figures are being
boosted by the city’s ever growing popularity with
conference organisers, and hotel comparison websites
offering weekday short-stay deals.
Alo
ft L
ive
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ol
Ro
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ou
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Pla
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oc
k
05
Weekend occupancy continues to perform well, maintaining a
healthy average of 87.6%, a modest increase on 2013’s 86.2%,
with November 2014 seeing the highest rate achieved at 94.8%,
with February, April, July and October all achieving above 90%
occupancy.
All the above has also seen room rates rise for the second year
running. Average RevPar (revenue per available room), having
dipped to just £43.72 in 2012 achieved £51.30 in 2014, a rise of
17% over two years. July saw the highest average rate of
£61.60. Weekend avarage RevPar also saw a healthy rise to
£75.05, some 47% higher than 2012’s £51.06. Peak months
during 2014 were April (£92.94) and November (£91.93).
In an independent report “Hotel Britain 2015” published in
April 2015 by business advisory and accountancy firm BDO,
alternative data obtained from another source showed
equally impressive statistics which quoted Liverpool’s room
yield growth over the year at 8.5%. This was higher than
Manchester’s 7.9%, Chester’s 6% and London’s modest 0.7%.
Monthly hotel figures for Liverpool are published at
www.VisitLiverpool.biz.
These statistics are very encouraging.
We are particularly pleased to see mid-
week occupancy on the rise, with
increased conference business and mid-
week football helping to boost this figure.
Peter Sandman, Head of Visitor Economy
Development, Liverpool Local Enterprise Partnership
FIGURE 1:
Rooms Sold in Liverpool City Centre Hotels,
Jan 2012 – Mar 2015 Source: Based on figures supplied by Liverpool LEP based on occupancy figures provided by STR Global
REPUBLICATION OR OTHER RE-USE OF THIS DATA WITHOUT THE EXPRESS
WRITTEN PERMISSION IS STRICTLY PROHIBITED
2014 at a glance:
£ £62.2 million invested in hotels
3 new hotels opened
250 hotel jobs created
333 new bedrooms created
1,649,634 rooms sold (Jan-Dec) (up from 1,326,936 = 24.3% more than
Jan-Dec 2013)
% Average occupancy 75.4% (up from 71.4% in Jan-Dec 2013)
◙ Weekend occupancy 87.6% (up from 86.2% in Jan- Dec 2013)
◙ Weekday occupancy 72.8% (up from 68.0% in Jan- Dec 2013)
£ Average Room Rate £67.73 (up from £63.39 in Jan- Dec 2013)
◙ Average RevPar £51.30 (up from £45.45 in Jan-Dec 2013)
◙ Weekend Average RevPar £75.05 (up from £66.41 in Jan- Dec 2013)
All hotel performance data © STR Global not to be re-used without
written permission
Still on site:
£105.5million currently being
invested in 5 hotels with 501
bedrooms and creating 340 jobs.
06
78,730
87,285
97,487
99,785
102,679
102,437
105,563
103,688
105,507
114,362
109,803
84,085
75,392
95,308
107,807
114,041
119,594
116,969
120,391
120,231
114,812
124,053
115,120
103,217
91,334
112,012
126,192
136,417
157,516
136,948
147,236
- 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2012 2013 2014
151, 377
144,889
156,559
150,185
138,969
110,803
135,267
148,449
2015
“
”
CITY CENTRE HOTELS
Three new hotels opened in the city centre during 2014 (The
Titanic Hotel, 30 James Street and Aloft Liverpool all bringing
333 new bedrooms between them), whilst The Printworks
Hotel on Renshaw Street added a further 16 bedrooms (6 of
which are small pods).
Since the start of this year, 19 rooms opened at Epic’s latest
venture “Epic Apart Hotel – Duke Street” and 3 at “Le Bateau
Apart-hotel” in Duke Street. This brings the number of Apart-
Hotels in the city centre to 9, with a total of 493 suites
between them. Also, the 3-star Britannia Rooms opened on
Fenwick Street in January 2015 with 15 bedrooms.
By the end of this year we will see a further four hotel projects
completing, jointly bringing a further 462 bedrooms onto the
market. Amongst them are:
the long-awaited 86 bedroom DoubleTree by Hilton
which has revised its opening date to 10th June 2015;
the Pullman Hotel on top of the new Exhibition Centre
which will bring 216 four star bedrooms;
a further 99 budget bedrooms in a new Tune Hotel in
former offices on Castle Street;
The Shankly Hotel on Victoria Street that will include 61
bedrooms and 22 serviced apartments.
“Ep
ic A
pa
rt-h
ote
l”, 7
5 D
uke
Str
ee
t.
Op
en
ed
Ap
ril 2015
FIGURE 2:
Liverpool City Centre hotel rooms by type, as at 30 April 2015 See Figs 3, 4 and 6 for breakdown by type. Note: this chart only shows existing hotels. New hotels will be added in upon completion
at next issue
07
1,412 (21.4%)
623 (9.4%)
1,020 (15.4%)
286
(4.3%)
1,672
(25.3%)
172 (2.6%)
182 (2.8%)
526
(8%)
493 (7.5%)
226 (3.3%)
4 star
Boutique
3 star
Upper tier budget
Budget
Budget boutique
Guest houses
Apart-hotels
Serviced apartments
Other accommodation types
FIGURE 3:
Hotel/Apart-Hotel Provision in the City
Centre as at 30 April 2015
EXISTING HOTELS
Hotel Standard Rooms
Crowne Plaza 4 star 159
Hard Days Night 4 star 110
Hilton, Canning Place 4 star 215
Marriott, Queen Square 4 star 146
Novotel 4 star 209
Radisson SAS 4 star 194
Thistle 4 star 226
“Titanic Hotel Liverpool”, North Warehouse, Stanley Dock
4 star 153
TOTAL 4 STAR: 8 hotels 1,412
“Aloft Liverpool”, North John Street Boutique 116
62 Castle Street Boutique 20
Hope Street Hotel Boutique 82
Hotel Indigo, Rumford Pl/Chapel St Boutique 151
Liverpool Racquet Club Boutique 8
30 James Street Boutique 64
Malmaison Boutique 131
Parr Street Boutique 12
Sir Thomas Boutique 39
TOTAL BOUTIQUE: 9 hotels 623
Britannia Adelphi 3 star 402
Britannia Rooms, Fenwick Street 3 star 15
Holiday Inn, Lime Street 3 star 139
Jury’s Inn 3 star 310
Liner at Liverpool 3 star 154
TOTAL 3 STAR: 5 hotels 1,020
Express by Holiday Inn, Albert Dock Upper-tier budget 135
Hampton by Hilton, Kings Dock Mill Upper-tier budget 151
TOTAL UPPER TIER BUDGET: 2 hotels 286
Campanile Budget 100
Dolby Budget 65
Days Inn Liverpool, James Street Budget 155
Formule 1 Budget (Economy) 87
Ibis (Dale Street) Budget 122
Ibis (Wapping) Budget 127
The Podworks Budget 19
Premier Travel Inn Albert Dock Budget 186
Premier Inn City Centre (Vernon St) Budget 165
Premier Inn, Hanover Street Budget 183
Travelodge, Exchange Street East Budget 125
Travelodge Liverpool Central Budget 105
Travelodge, Strand St/Red Cross St Budget 141
Z Hotel, State House, Dale Street Budget 92
TOTAL BUDGET: 14 hotels 1,672
EXISTING HOTELS (continued)
Hotel Standard Rooms
Printworks, Renshaw Street Budget (Boutique) 31
The Nadler, Seel Street Budget (Boutique) 106
Heywood House Hotel Budget (Boutique) 35
TOTAL BUDGET (BOUTIQUE): 3 hotels 172
Feathers 4 star guest accomm 66
Roscoe House by Urban Chic 4 star guest accomm 15
Aachen 3 star guest accomm 17
The Liverpool Inn 3 star guest accomm 15
Lord Nelson 2 star guest accomm 27
Hanover 2 star guest accomm 27
Belvedere n/a 8
Blackburne Arms n/a 7
TOTAL GUEST HOUSES:
8 guest houses 182
Adagio, Central Village Apart-Hotel 129
The Block, Keel Wharf Apart-Hotel 96
Epic Apart-Hotel Duke Street Apart-Hotel 19
Epic Apart-Hotel Seel Street Apart-Hotel 14
Le Bateau, Duke Street Apart-Hotel 3
Posh Pads at the Casartelli Apart-Hotel 31
The Richmond, Hatton Garden Apart-Hotel 51
Signature Living Stanley Street Apart-Hotel 18
Staybridge Suites Apart-Hotel 132
TOTAL APART-HOTELS:
9 Apart-Hotels 493
OVERALL CURRENT TOTAL: 58 Hotels/Guest
Houses/Apart-Hotels 5,860
HOTELS CURRENTLY ON SITE
Hotel Standard Rooms
Pullman Hotel, Kings Waterfront
4 star 216
Shankly Hotel, Victoria Street 4 star 61
DoubleTree by Hilton, Dale Street
Boutique 86
“Tune Hotel”, 3-19 Castle St Budget 100
TOTAL HOTELS ON SITE:
5 hotels 463
08
SCHEME: “Aloft Hotel”, 1 North John
Street
COST: £18 million
ROOMS: 116
STANDARD: Boutique
OPERATOR: Starwood
OPENED: October 2014
CITY CENTRE HOTELS/BEDROOMS COMPLETED DURING 2014:
SCHEME: “Titanic Hotel Liverpool” &
Conference Centre, Stanley Dock
COST: £36 million
ROOMS: 153
STANDARD: 4 star
OPERATOR: Harcourt
OPENED: June 2014
SCHEME: “30 James Street – Home of
the Titanic”
COST: £7.2 million
ROOMS: 64
STANDARD: Boutique
OPERATOR: Epic Liverpool Ltd
OPENED: Summer 2014
SCHEME: “The Printworks Hotel”,
Renshaw Street
COST: £1 million
ROOMS: 16 rooms/pods added to the
existing 15
STANDARD: Budget Boutique
OPERATOR: Printworks
COMPLETED: July 2014
09
CITY CENTRE HOTELS CURRENTLY ON SITE (at March 2015):
SCHEME: “DoubleTree by Hilton”, Dale
Street/Sir Thomas Street
COST: £50 million
ROOMS: 86
STANDARD: Boutique
OPERATOR: DoubleTree by Hilton
ESTIMATED OPENING: June 2015
SCHEME: “Pullman Hotel”, Exhibition
Centre Liverpool, Kings Waterfront
COST: £26 million
ROOMS: 216
STANDARD: 4 star
OPERATOR: Pullman
ESTIMATED OPENING: October 2015
SCHEME: “Tune Hotel”, Castle Street
COST: £4 million
ROOMS: 99
STANDARD: Guest Hotel
OPERATOR: Tune Hotels
ESTIMATED OPENING: July 2015
CITY CENTRE HOTELS/BEDROOMS COMPLETED SINCE JAN 2015:
SCHEME: “Le Bateau Apart-hotel”, 62
Duke Street
COST: £0.5 million
ROOMS: 3 x 4 bedroom
STANDARD: Apart-hotel
OPERATOR: Independent Operator
OPENED: January 2015
SCHEME: “Epic Apart Hotel – Duke
Street”
COST: £0.9 million
ROOMS: 19 suites
STANDARD: Apart-Hotel
OPERATOR: Epic Liverpool Ltd
OPENED: April 2015
SCHEME: Britannia Rooms, 36-54
Fenwick Street
COST: £0.25 million
ROOMS: 15
STANDARD: 3 star
OPERATOR: Private operator
OPENED: January 2015
10
In terms of the most recent development news, in mid April
2015 it was announced that budget hotel operator
EasyHotel (founded by easyJet tycoon Stelio Haji-Ioannou)
has purchased 47 Castle Street and will spend around
£3million converting the upper floors to a 68 bedroom hotel.
As an opening date of Spring 2016 was mentioned, a
planning application is expected imminently. It is
understood that the existing popular restaurant Salt House
Bacaro will remain fully operational on the ground floor
throughout the works.
2014 0
100
200
300
400
500
600
700
2008 2009 2010 2011 2012
OUTSIDE CITY CENTRE UNDER CONSTRUCTION
CITY CENTRE COMPLETED OUTSIDE CITY CENTRE COMPLETED
CITY CENTRE UNDER CONSTRUCTION
2013 2015
FIGURE 4:
Current City Centre Hotels Proposals.
HOTELS CURRENTLY PROPOSED (WITH NAMED OPERATOR)
Hotel Target Standard Rooms
Former Trade Union & Employment Resource Centre, Hardman Street (possible extension to Hope Street Hotel)
Boutique Not stated
EasyHotel, 47 Castle Street
Budget 68
HOTELS CURRENTLY PROPOSED (WITHOUT NAMED OPERATOR)
Hotel Target Standard Rooms
Martins Building 5 star 138
Kings Dock Mill – Phase 2 3 or 4 star 180
Cains Brewery Village Boutique 100
Union House Boutique 30
Southern Warehouse, Stanley Dock Apart-hotel 128
George Henry Lee Bdg, Church Street Apart-hotel 114
Southern Warehouse, Stanley Dock 4 star 128
1 Renshaw Street not stated 20
Gostins Building, Hanover Street
Not stated 146
Fo
rme
r G
eo
rge
He
nry
Le
e B
uild
ing
, C
hu
rch
Str
ee
t
11
Pro
po
sed
- C
ain
s B
rew
ery
Vill
ag
e
P
rop
ose
d –
Kin
gs
Do
ck M
ill (
Ph
ase
2)
47 C
ast
le S
tre
et
– p
rop
ose
d E
asy
Ho
tel
FIGURE 5:
Liverpool City-wide Hotels – number of
new bedrooms/bedspaces completed since
2008 or under construction
26
567 458
308
233
122 402
468 475 350
463
38
33
OTHER
ACCOMMODATION
TYPES
Liverpool has a long reputataion not only for being a
welcoming city, but also a fun and funky city that appeals to all
tastes.
In addition to the various hostels that offer bedspaces at
remarkably cheap rates, since 2012 the city’s Albert Dock has
been home to three unique “hotels”, the “Yellow Submarine”
(after the famous Beatles inspired vessel of the same name ),
the “Joker Boat” (themed on Batman’s arch-nemesis The Joker
from the film series) and “The Titanic”, a movie-inspired
creation. The three venues remain a popular addition to the
city’s hotel accommodation offer.
Outside of the City Centre, it is recognised that the local visitor
economy is supported by the Bed & Breakfast industry.
Liverpool has several B&Bs, with planning permission recently
having been submitted for a new one in Anfield, close to
Liverpool’s football stadium where there is already a significant
cluster according to TripAdvisor.com. In locations such as North
Liverpool, Bed & Breakfasts have the opportunity to be the
pioneers in supporting local tourism in neighbourhoods where
traditional hotel operators may not yet be ready to commit to.
The City is keen to support the development of good quality
Bed & Breakfast accommodation outside the City Centre.
Ho
ax H
ost
el, S
tan
ley S
tre
et
FIGURE 6:
Other Accommodation Types in Liverpool City Centre
Hotel Rooms
EXISTING
The Joker Boat, Salthouse Dock 2
Yellow Submarine, Salthouse Dock 3
Titanic, Salthouse Dock 5
Embassie Hostel, Falkner Square (Hostel) 6
Hatters (Hostel), 56-60 Mount Pleasant 72
International Inn, South Hunter Street (Hostel) 23
“The Planet” Light Vessel 8
Royal Chambers Liverpool, 29 Prescot Street (Hostel) 28
Hoax Hostel, Stanley Street (Hostel) 52
YHA Hostel, Tabley Street (Hostel) 27
TOTAL NOVELTY, HOSTELS & SELF CATERING BEDROOMS
226
12
SERVICED APARTMENTS (not with 24 hour staff based in the premises)
With L3 Living @ Irwell Chambers adding a further 15 serviced
apartments to their existing 10 at the complex in Union Street
during 2014, this now brings the total number of serviced
apartments to over 520. This represents around 8% of the city
centre’s total room stock1.
The number of serviced apartments is set to grow, with several
applications having been approved or new schemes
announced in recent months. Amongst these are:-
Princes Bulding, 81 Dale Street, which will provide 35
serviced apartments inside this historic building along
with a 39 bedroom hostel;
30-40 Seel Street, which has just been granted approval
to convert and extend to create 33 x 1 bedroomed
serviced apartments;
The Wolstenholme Square area of Ropewalks where
there are several applications now submitted for
approval, including the £40million scheme by the Elliot
Group that will see cafes, restaurants, shops, and
replacement club space built on land currently
occupied by Cream and Kazimir nightclubs. The
scheme will have 370 serviced and residential
apartments, although the exact number of each will not
be known until a formal application is submitted in the
coming weeks.
Other schemes around Wolstenholme Square include 75
serviced apartments at 65 Duke Street/14 Wolstenholme
Square, and a further 22 units at 67-73 Duke Street/11-13
Wolstenholme Square.
1 The Block at Keel Wharf, consisting of 96 serviced apartments and
shown as such in previous issues of this document, is now calling itself an
apart-hotel. Therefore, this venue has been switched into the Apart-hotel
category.
FIGURE 7:
Serviced Apartments
EXISTING SERVICED APARTMENTS
Operator Units
Archers Serviced Apartments, Royal Quay Archers 4
Base Serviced Apartments – Duke Street (Hudson Gardens/ Manhattan Place)
Base 19
Base Serviced Apartments – The Docks (Royal Quay)
Base 5
Base Serviced Apartments – Sir Thomas Street
Base 4
Base Serviced Apartments – Cumberland Street
Base 6
Base Serviced Apartments – Spectrum (Duke Street)
Base 27
Bridgestreet at Liverpool ONE Bridge Street 77
Bridpoint, Bridport Street YourCityBase 27
Epic Serviced Apartments, Duke Street Epic 4
Hilton Apartments, Hilton Hotel Venmores 47
International Inn , 4 South Hunter Street International Inn
6
Le Bateau Apartments, 62 Duke Street Not disclosed 3
L3 Living @ The Albany L3 Living 10
L3 Living @ Irwell Chambers L3 Living 25
L3 Living @ Merchant Quarters L3 Living 40
StayCity - Lever Court , Duke Street StayLiverpool 56
StayCity - Mount Pleasant Apartments StayLiverpool 41
Premier Apartments, Eden Square Premier Apartments
61
The Printworks, Suffolk Street City Pads 15
The Printworks 2 (Dakota Building) City Pads 21
The Reach, Leeds Street Various 5
Signature Living, Victoria Street Signature Living 12
Signature Living, Button Street Signature Living 2
Signature Living at Matthew Street Signature Living 4
Signature Living at Bold Street Signature Living 3
Trafalgar Warehouse Apartments, Lord Nelson Street
Trafalgar Warehouse Apartments
2
TOTAL SERVICED APARTMENTS:
26 complexes 526
SERVICED APARTMENTS PROPOSED
Operator Units
Princes Building, 81 Dale Street, 11-13 Cheapside and 10 Hockenhall Alley
Not stated 35
30-40 Seel Street Not stated 33
Wolstenholme Square North Not stated Not stated
11-13 Wolstenholme Square, 67-73 Duke Street
Not stated 22
65 Duke Street/14 Wolstenholme Square Not stated 75
32 Rodney Street and 45 Leece Street Not stated 5
TOTAL SERVICED APARTMENTS:
6 complexes 170
TOTAL HOTELS ON SITE: 5 hotels 484
L3 L
ivin
g @
Irw
ell
Ch
am
be
rs, U
nio
n S
tre
et
13
SERVICED APARTMENT/
APART-HOTEL SECTOR
CONTINUING TO EXPAND
The last decade has seen significant changes within the hospitality
sector. The worldwide economic slump that led to recession in many
countries has now turned, and people are beginning to spend more
time and money in buying goods and services that bring back the
feel good factor. This has been good news for cities like Liverpool
which has maintained a strong leisure and cultural attraction and
continues to bring in millions of visitors, many of whom stay in the
city’s hotels.
Since Staybridge Suites arrived next to the Arena & Convention
Centre in early 2008, the make-up of Liverpool’s hospitality sector has
diversified, with the number of serviced apartments having grown
ever since. The completion of the latest apart-hotel, Epic Apart-Hotel
Duke Street, brings the number of apart-hotels (wth a 24 hour on-site
staff prescence) to 9, sharing 493 rooms/suites between them.
In addition, there are at least 520 additional serviced apartments
spread across the city centre, with a new clutch of more than 170
either with or seeking planning approval that will be boosted even
further by an as yet unspecified number of units in the new £40 million
mixed-use development by the Elliot Group at Wolstenholme
Square, close to the Liverpool ONE retail and leisure complex.
Although not yet submitted for planning approval, the proposals are
believed to include a mixture of residential and serviced apartments,
along with new ground floor space for the relocation of the popular
Cream and Kazimir nightclubs.
In other large cities, visitors choosing to stay in serviced apartments
do so for a variety of reasons including extended stays of weeks
rather than days for business purposes. Liverpool is no different, with
serviced apartments proving popular with the long stay corporate
market including conference organisers and visitors, workers
engaged on large construction projects within the local region, as
well as families and groups of individuals wanting the flexibility of
In the next 5 years there is a
stronger requirement for
additional midmarket and
budget hotels and serviced
apartments/apart-hotels in
Liverpool. Much of the market
growth will be in price-sensitive
leisure and conference/
exhibition sectors.
Liverpool Hotel Futures 2014 report,
Hotel Solutions (see “Futher Reading” on
page 22).
14
Po
shP
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s @
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e C
asa
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lli
Art
ist’
s im
pre
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f W
ols
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Sq
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Ep
ic A
pa
rt-h
ote
l D
uke
Str
ee
t
“
”
The ever growing hospitality market
in Liverpool coupled with its
renowned cultural appeal and top-
class leisure and shopping
attractions is providing exciting
opportunities for smaller companies
such as Epic to enter the market
with innovative high quality serviced
apartment accommodation that
adds value and choice to the city’s
offer.
Paris D’Allessandro, General Manager
Epic Aparthotel Duke Street
either going out for meals, or saving money by cooking their own
food in a serviced apartment’s kitchen facilities if staying in the
city longer than a few nights.
The serviced apartment sector has proven to be a lucrative niche
for smaller companies such as Epic and Signatrue Living, L3 Living
and Base amongst many others. And it looks as if the sector will
continue to thrive. The Liverpool Hotel Futures report published by
Hotel Solutions at the end of 2014, in looking specifically at
Liverpool and its hotel sector requirements up to 2020, identified
the need for more serviced apartment accommodation in the
city to meet expanding demand that is being fuelled by the
price-sensitive leisure and conference/exhibition sectors in
particular.
Liverpool is not unique in needing more serviced apartments. At
the Serviced Apartment Summit held in London in July 2014, HVS
Global Hospitality Services – a major international New York-
based consulting firm that specialises in providing services to the
hospitality industry reported that demand for serviced apartments
is growing faster than new supply in many European markets as
an increasingly mobile workforce drives business travel and
relocation activity.
Nationally, the serviced apartment sector, whilst still a new and
growing niche, is attempting to more clearly define its role within
the hospitality industry. At the Serviced Apartment Summit in July
2014, a voluntary charter was announced to introduce clear
definitions to the sector which has huge potential but is still
regarded as fragmented with poor consumer and investor
awareness. Until now, the serviced apartment sctor has been
seen as something of an underdog within the industry, so the
charter seeks to reverse that perception. Several of the industry’s
major players have since signed up to the new charter, including
many of the companies with a presence in Liverpool such as
Staycity, Adagio Aparthotels, BridgeStreet Global Hospitality and
Staybridge Suites. 15
Brid
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Even within the serviced apartment sector, there are
differences in the type of accommodation offered, with the
definition of what makes an apart-hotel being very clear.
The afore-mentioned charter defines an apart-hotel as
being a building providing self-catering accommodation
with the following benefits:-
24/7 manned reception on site, with room
telephone connection to the front desk;
Additional services available on demand;
Minimum once-weekly cleaning (more often at
extra charge);
Food and beverage offering in property or within
close proximity (either operated or outsourced);
Creating a sense of community by providing
common areas such as a gym, courtyard, etc;
Laundry facilities if not provided within the suites
themselves;
Room to work, cook/eat and sleep in each self-
contained unit, whatever the size. The kitchen area
therefore to be appropriate to the unit’s size;
Wardrobe/storage space within the suite should be
appropriate to its size and number of occupants it is
capable of holding;
No minimum stay period.
Serviced apartments, on the other hand, usually do not have
24/7 manned reception, with guests often needing to collect
a pass key from another location.
Serviced apartment accommodation within Liverpool is doing
very well with average occupancy over the last 12 months at
76.2%, a rise of 7.6% on the previous year and with weekday
occupancy having seen an impressive 9.7% rise over
the same period. As with hotels, room revenues have
also seen a very healthy rise, with weekday RevPar
(revenue per room) having seen a 17% increase on
the previous year.
With the serviced apartment sector now beginning to
mature, Liverpool is proving a popular destination for
the self-catering market, and the very high quality of
some of the offer – including how this quality is
broadcast and showcased on review websites online -
will continue to draw visitors in to staycation in the city
for many years to come.
Le B
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16
Liverpool City Centre Serviced
Apartments (as at March 2015):
9 apart-hotels with 493 suites
520+ suites in 26+ other
complexes
Serviced Apartments occupancy
data April 2014 to March 2015
% Average occupancy = 76.2% (a rise of 7.6% on the previous 12 months)
◙ Weekend occupancy = 83.8% (a rise of 3.5% on the previous 12 months)
◙ Weekday occupancy = 73.1% (a rise of 9.7% on the previous 12 months)
£
Average Room Rate (ADR)
= £73.90 (a rise of 3.5% on the previous 12 months)
◙ Weekend Room Rate = £93.61 (a rise of 0.4% on the previous 12 months)
◙ Weekday Room Rate = £64.77 (a rise of 6.7% on the previous 12 months)
£
Average Room Revenue (RevPar)
= £56.40 (a rise of 11.4% on the previous 12 months)
◙ Weekend PevPar = £78.49 (a rise of 4.0% on the previous 12 months)
◙ Weekday RevPar = £47.38 (a rise of 17.0% on the previous 12 months)
All serviced apartment performance data © STR Global not to be
re-used without written permission
C1
G3
G4
G5
N1
C2
G6
G10
G7
G1
Other accommodation types
Completed
On site (as at May 2015)
Proposed with/without planning consent
City Centre Hotel Schemes
Completed
On site (as at May 2015)
Proposed with/without planning consent
Serviced Apartments
Completed
On site (as at May 2015)
Proposed with/without planning consent
A
C
E/G
N
P
R
K
L
M
A1
© Crown copyright 2015. All rights reserved The City of Liverpool, reproduced under licence no. 10001835
City Centre Hotels January 2014 – April 2015
G8
17
G9 A2
A3
G2
M1
C3
A4
M2
K1
C4
M4 M5
A6
E1
E2
M4
M3
A5
A7
PART 1: Hotels/Apart-Hotel Schemes Completed since January 2014
Map
ref
Address Developer Description Cost Operator Hotel
rating or
type
Date
completed
CITY CENTRE
A1 The Printworks Hotel, 13
Renshaw Street
Betterview Ltd Conversion of basement
storage and plant rooms area
in existing hotel to add 16
guest rooms with en-suite
facilities with reduced storage
and plant room
£1m Printworks Budget
boutique
July 2014
A2 Titanic Hotel &
Conference Centre,
North Warehouse,
Stanley Dock
Stanley Dock
Properties Ltd
To change use to 153
bedroom hotel with retail/
leisure (A3/A4) at ground floor
and gym basement
£36m Harcourt 4 star July 2014
A3 “30 James Street”
(White Star Line
Building)
Signature Living Conversion of former offices to
a 64 bedroom boutique hotel
£7.2m Signature
Living
Boutique August
2014
A4 “Aloft Hotel”, 1-9 North
John Street
Starwood Hotels Conversion to 116 bed hotel
with restaurant/bar at ground
level. Extension at roof level.
£18m Starwood
Hotels
Boutique October
2014
A5 Britannia Rooms,
Fenwick Street
Private Operator To convert vacant upper floors
of former office building to 15
hotel rooms
£0.5m Independent
operator
3 star January
2015
A6 Epic Apart-Hotel Duke
Street, 75 Duke Street
Epic Conversion of vacant office
building to an 19 suite apart-
hotel
£0.8m Epic Apart-
hotel
April 2015
A7 Le Bateau Apart-hotel,
62 Duke Street
Not disclosed Conversion to 3 x 4 bedroom
apart-hotel with ground floor
restaurant
£0.3m Independent
operator
Apart-
hotel
January
2015
PART 2: Hotels/Apart-Hotels - Schemes on Site
Map
ref
Address Developer Description Cost Operator Hotel
rating
target
Status
CITY CENTRE
C1 DoubleTree Hotel, 6 Sir
Thomas Street
DoubleTree by
Hilton
86 bed hotel £25m DoubleTree
by Hilton
Upper-tier
Boutique
Completion
expected
June 2015
C2 Pullman Hotel
Liverpool, ACC
Liverpool, Kings Dock,
Liverpool Waterfront
Liverpool City
Council
216 bedroom hotel to support
the conference market
£26m Pullman 4 star Completion
expected
October
2015
C3 Tune Hotel, 3-19 Castle
Street
Hotel Land &
Development
To convert vacant office
building to 99 bed guest hotel.
£4m Tune Hotels Budget Completion
expected
July 2015
C4 “Shankly Hotel”,
Victoria Street
Signature Living Conversion to mixed use
leisure/gym, ground floor
offices, hotel (61 bedrooms),
22 serviced apartments,
bar/restaurant and 93 space
basement car parking
£15m Signature
Living
Budget Completion
expected
August 2015
OUTSIDE THE CITY CENTRE
D1 Mountford Lodge, 52-54
Croxteth Road, L8
Beech Mount
Executive
Accommodation
To use former hostel as a 33
bed hotel
£0.5m Beech Mount 4 star
Guest
House
Completion
expected
April 2015
18
PART 3: Anticipated Hotel Schemes with Named Operators Announced NOTE: These are schemes where developers have sought planning permission for sites or buildings (or announced schemes in the
local press). This is sometimes to enable them to market and sell sites or buildings with permission for a hotel even though they are
not necessarily planning to build one. Proposed schemes with operators signed up are often more likely to proceed.
Map
ref
Address Developer Description Cost Anticipated
Operator
Hotel
rating
target
Status
CITY CENTRE E1 Former Trade Union &
Unemployment
Resource Centre
Building, Hardman
Street/Hope Street
Douglas Fairness
Partnership
To change use to retail,
restaurants, bars, offices,
hotel (extension to
neighbouring Hope Street
Hotel?), education &
training, and leisure facilities
Part of
£20m
wider
scheme
Hope Street
Hotel
Boutique Permission
granted
December
2012
E2 EasyHotel, 47 Castle
Street
EasyHotel Conversion of office building
to 68 bedroom hotel with
ground floor restaurant
£3m EasyHotel Budget Planning
application
pending.
Opening
date quoted
April 2016.
OUTSIDE THE CITY CENTRE F1 Cabbage Hall Inn, 20
Breck Road, L6
Dales
Management
Company Ltd
To alter and extend public
house during conversion to
69 bedroom hotel with public
house.
Not
known
Private
independent
operator
Not known Permission
granted
September
2013
F2 “The Oakfield Project”,
part of New Anfield
Local Solutions A new 100 bedroom hotel to
be used as a training facility
for people wanting to work in
the hospitality industry
Not
known
Not yet made
public
Not stated Planning
application
expected
F3 143-145 Great Howard
Street
Mr C Elliott To convert public house to
form guest house (13
bedrooms) with restaurant/
cafe at ground floor and
carry out associated external
alterations.
Not
known
Private
independent
operator
Summer
2016
Permission
granted April
2015
19
PART 4: Anticipated Hotel Schemes (with no Operators Identified or
Named) These are schemes where developers have sought planning permission for sites or buildings (or announced schemes in the local
press). This is sometimes to enable them to market and sell sites or buildings with permission for a hotel even though they are not
necessarily planning to build one. Therefore it is likely that some of these schemes will not be progressed.
Map
ref
Address Developer Description Cost Hotel rating
target
Status
CITY CENTRE
G1 Lime Street Gateway:
Lime Street Eastern
Terrace, 45-77 Lime
Street and 20-22
Bolton Street
Regeneration
Liverpool and
Neptune In
Partnership
To erect mixed use
development comprising
ground floor commercial,
retail and leisure uses with 90
bedroomed hotel above and
student accommodation.
Part of
£35m
wider
scheme
Not known Application 15F/0525
submitted March 2015
G2 Union House, 21
Victoria Street
J&M Hospitality
Consultants
Conversion of existing
building to 30 bedroom hotel
including roof extension at 4th
and 5th levels
£3m Boutique Permission granted June
2012. Site being marketed.
G3 Martins Bank, Water
Street
Castlewood
Property
Management Ltd
Conversion of former office
block to 138 bed five star
hotel
£40m 5 star Permission granted June
2014.
G4 Kings Dock Mill –
Phase 2: Land at Hurst
Street, Sparling Street,
Tabley Street,
Wapping
Fountain Trustees &
Hurst Street Ltd
Mixed use development
with 180 bedroom hotel, 100
apartments, 220 bed YHA
building, 585 sqm retail
space, and 95 no. bedroom
care home.
part of
£50m
wider
scheme
4 star Permission granted March
2015
G5 1 Renshaw Street CP (UK) Leisure Ltd Conversion of upper floors
to 20 bedroom hotel
£0.75m Not known Permission granted July
2012
G6 Gostins Building, 32-26
Hanover Street
ETS Holdings To convert from offices to
146 bedroom hotel on 2nd to
7th floors, with retail on
ground and first floor
Not
known
Not known Permission granted
September 2013
G7 Cains Brewery Village,
Stanhope Street
The Robert Cain
Brewery
Conversion from brewery to
mixed use scheme including
commercial, leisure, apart-
ments and 100 bedroom
boutique hotel.
part of
£150m
wider
scheme
Boutique Permission granted March
2014
G8 “Liverpool Waters”,
North Docks
Peel Land &
Property (Ports) Ltd
Mixed use development of
60 hectares with offices,
apartments, retail, leisure,
hotel and conference
facilities, cafes, restaurants,
and cruise liner facility
£5.5bn Not known Outline permission granted
June 2013
G9 Southern Warehouse,
Stanley Dock
Stanley Dock
Properties
Conversion of warehouse to
provide 128 room hotel; 128
room apart-hotel, restaurants
and assembly/ leisure plus
car parking.
Not
known
1 x Apart-
Hotel and 1
not known
Permission granted March
2014
G10 Former George Henry
Lee Building, Church
Street
Gethar Ventures Conversion of upper floors
to 105 bedroomed 4 star
apart-hotel
£15m 4 star Apart-
hotel
Permission granted January
2014
OUTSIDE THE CITY CENTRE H1 Former Tea Factory,
Speke Hall Road
Towerbeg Ltd New mixed use development
comprising industrial/
warehouse units, offices,
restaurants and hotel
Not
known
Not known Outline application re-
approved August 2014
H2 Goodlass House,
Goodlass Road,
Speke
J D Estates Conversion of office building
to a 39 bed hotel
Not
known
Not known Permission granted October
2014.
LIVERPOOL HOTELS UPDATE: September 2013 // 8
20
PART 5: Serviced Apartments (City Centre only)
Ref Address Developer Description Cost Operator
COMPLETED SINCE JANUARY 2014 Date Completed
K1 L3Living@Irwell
Chambers, Union Street
L3 Living Conversion of former office
space to 15 serviced
apartments
£1m L3 Living October 2014
ON SITE Status
L1 Shankly Hotel, Victoria
Street Signature Living Conversion to mixed use
leisure/gym, ground floor
offices, hotel (61 bedrooms),
22 serviced apartments, bar/
restaurant and 93 space
basement car parking
£15m Signature
Living
On site for August 2015
completion
PROPOSED Status
M1 Princes Building, 81
Dale Street, 11-13
Cheapside and 10
Hockenhall Alley
LAAB
Developments
Limited
Conversion of three
conjoined buildings to form
35 serviced apartments and
a separate hostel (39 rooms)
with ground floor retail.
Not
known
Not stated Application 15F/0489
submitted March 2015
M2 30-40 Seel Street Hope Street
Properties
Limited
To erect second and third
floor extensions and convert
building to 33 x 1 bedroom
serviced apartments on
upper floors with associated
basement storage and 6
commercial units at ground
and basement level
£3m Not stated Permission granted April
2015
M3 Wolstenholme Square
North,
The Elliot Group Redevelopment of site
occupied by Cream and
Kazimir clubs with five blocks
of mixed uses including
cafes, restaurants, shops,
replacement club space,
and 370 serviced and
residential apartments.
£40m Not stated Planning application
awaited following local
newspaper
announcement in early
April 2015.
M4 11-13 Wolstenholme
Square, 67-73 Duke
Street
Hope Street
Properties
Limited
Conversion of 11-13
Wolstenholme Square to 2
ground floor retail/ leisure
units with 15 serviced
apartments on upper floors
and redevelop Tunnage
Square and pedestrian
underpass with a four/five
storey building fronting Duke
Street with 2 ground floor
retail units and 7 serviced
apartments on upper floors
£4m Not stated Application 14F/1717
awaiting signing of legal
agreement since February
2015
M5 65 Duke Street/14
Wolstenholme Square
Lady Mia
Limited
To erect 4 to 5 storey
building to provide 75
serviced apartments,
ground floor retail and
central courtyard.
£4m Not stated Application 15F/0091
submitted March 2015
M6 32 Rodney Street and
45 Leece Street
Mr Gavin Heard Conversion of vacant bank
to a ground floor restaurant/
public house with rear
terrace and 5 serviced
apartments above.
£1m Not stated Permission granted
February 2015
21
PART 6: Other Accommodation Types (City Centre)
Map
ref
Address Developer Description Cost Operator Date Completed
COMPLETED SINCE JANUARY 2014
N1 Former Light Vessel "The
Planet", Strand Street
Mr Alan Roberts To use former Mersey Bar
lightship "Planet" as a
Heritage Centre with bed &
breakfast accommodation
for 8 rooms and café and
bar open to residents and
non-residents.
Not
known
Private
operator
Permission granted
September 2012
ON SITE Status
None on site
PROPOSED Status
None proposed
Further Reading
The Liverpool Hotel Futures 2014 report, Hotel Solutions,
published in 2014 reviewed hotel provision across the city of
Liverpool, and includes a summary of the types of hotel
needed in the city up to 2020.
An Executive Summary of the 2014 Hotel Solutions report
can be viewed at:
http://www.liverpoolvision.co.uk/wp-
content/uploads/2014/09/LIVERPOOL-HOTEL-FUTURES-2014-
EXECUTIVE-SUMMARY-26-AUGUST-2014.pdf
22
