Staffordshire Hotel & Visitor Accommodation Development Strategy

We have now completed work on the Staffordshire Hotel & Visitor Accommodation Strategy for Destination Staffordshire. We found good potential for the refurbishment, upgrading and in some cases expansion of existing 3-star hotels, inns, guest houses, B&Bs, holiday cottages, touring caravan and camping sites, holiday parks, glamping sites, spa resorts and wedding venues with accommodation. In terms of new accommodation, we found potential for new budget hotels in most of the county’s towns and cities; a 3-star hotel planned at Keele University; pub accommodation, restaurants with rooms and new B&Bs across the county; all types of non-serviced accommodation in Staffordshire’s rural areas; scope for attractions and leisure sites to add accommodation and develop as resorts; and potential for some destination and niche accommodation offers in terms of country house hotels, spa resorts, wedding resorts and outdoor education centres. In terms of the priorities for public sector intervention to held accelerate accommodation development in the county we recommended actions in terms of raising awareness of the opportunities; prioritising hotel sites in the county’s main towns; getting behind already consented major visitor accommodation proposals; supporting the further development of accommodation at the Alton Towers and Drayton Manor theme parks; business support to nurture the emerging interest in accommodation development; proactively targeting hotel and visitor accommodation developers that have shown interest in Staffordshire; direct investment and financial assistance, particularly where this can help to secure a strategically important accommodation project and/or  generate an income stream for a council; and support for existing hotels and accommodation businesses in terms of planning permission for development projects, financial assistance and advice to improve marketing skills.