The Greater Manchester area hospitality industry was just one of many sectors to feel the full impact of the Covid-19 pandemic over the past year.
With entire venues closed for most of the pandemic, with staff unsure of their future as they were on vacation and previously ever-reliable sources of income collapsed, most hotels across the city closed their hatches, hoping for the best.
With Manchester experiencing some of the highest days under the strictest lockdown restrictions, hotel managers struggled to ensure their charges were still there when the worst of the pandemic was finally over.
BusinessLive speaks exclusively to the hearts of the industry, as they reveal how they dealt with the unique challenges of the pandemic, the impact of the government’s roadmap, and how the sector will perform in 12 months.
In the months and years before the pandemic broke out, the hotel industry was booming in the Greater Manchester area.
Thousands of hotel rooms were designed and built, and more tourists came to the area every year.
But with the effects of Covid-19, tourism began to dry up, with corporate events and travel.
It was an extremely difficult time for the industry.
“The Covid-19 pandemic was absolutely devastating for the Greater Manchester hotel industry,” said Nick Brooks-Sykes, Director of Tourism for Marketing Manchester.
“The visitor economy is worth £ 9 billion to the metropolitan area and we estimate about 70% of that has been lost.”
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Kumar Mischra. General Manager at The Edwardian added, “We were hoping 2020 would be one of the best fiscal years for us as we completed a multi-million pound renovation program in the summer of 2019.
“However, it was disheartening to see that by around February business confidence was gone and we were forced to close due to lockdown restrictions.
“We decided not to reopen until September, and from then on everything was fine until new restrictions came into effect in the city in November.
“2020 was a year we’d like to forget, to be honest.”
However, every hotel in Manchester had to close completely.
Hotel Kimpton Clocktower
(Image: Hasselblad H6D)
Johan Scheepers, General Manager of the Kimpton Clocktower Hotel, said: “The pandemic was harsh and we were helped by the vacation program and an airline stationing their crew here, which helped keep the lights on for us. “
While the aparthotel brand Roomzzz was allowed to stay open, offering NHS staff thousands of rooms.
The company’s chief operating officer, Robert Alley, said, “We were able to offer something that many hotels couldn’t because we were able to give our rooms to NHS staff who had to isolate themselves from their families at the start of the pandemic.
“We gave away thousands of rooms to NHS staff during that period, which allowed us to stay open and keep occupancy at a high level.
“All other types of business have simply ceased to exist and when we were allowed to reopen to the public last summer, even if only for a short time in Manchester, it was clear that people just wanted to get out into the world again.”
The Lowry Hotel was also allowed to stay open and welcomed film and sports teams.
Last summer, hotels across the city were allowed to reopen to the public for a brief window before Manchester plunged again into what was then the highest lockdown.
Radisson Blu Edwardian in Manchester
Despite the short timeframe, hotel guides have said that this period was an important factor in keeping many hotels in business.
An even bigger impact, however, were the additional restrictions that were lifted on April 12 of this year.
Mr. Scheepers added: “It’s been really positive since the restrictions were lifted and we’ve seen very strong bookings.
“The holiday was very popular and generated a lot of bookings for us, and we also had a small wedding.
“Saturdays have developed well and the occupancy rate has steadily improved.”
Mr Mishra said, “Since our midweek Monday through Thursday reopening, sales are around 40% of pre-pandemic value, so we are still recovering.
“Bookings over the weekend are doing very well, but it’s the middle of the week that is still struggling to improve.
“We have to see the tourists return before our income continues to grow.”
The Roomzzz Aparthotel in Manchester’s Corn Exchange
(Image: Vincent Cole)
Marketing Manchester was launched to help hotels recover a campaign with a free overnight stay to promote the tourism, hospitality, leisure and cultural sectors in the city region.
The “Have a Night on Us” campaign, run in partnership with the Manchester Hoteliers Association, allows visitors to book two nights and stay a third night for free, with the aim of helping people extend their stay in Greater Manchester , have more time to explore many of the region’s new and updated attractions and experiences and increase overall spending in the tourism industry.
Mr Scheepers said: “The Marketing Manchester program was very positive for us and we got a boost from participating.
“Everything that Manchester promotes has to be good, especially for the city center.
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“Last year the focus seemed to be more on coastal destinations, so I’m glad that the city centers are getting more focus.”
A total of 13 hotels are participating in the campaign, including The Edwardian, Kimpton Clock Tower, The Lowry Hotel, Hotel Brooklyn, Stock Exchange Hotel, The Ainscow Hotel, Holiday Inn Manchester City Center and both Roomzzz Hotels in Manchester.
Now that the most severe restrictions have been lifted, the focus is on the future and where the industry will be in the years to come.
By 2026, more than 8,300 new rooms are to be created in Greater Manchester through new openings and expansions, while over 4,150 are planned for the city itself.
The Lowry Hotel in Salford
(Image: Manchester Evening News)
Mr Brooks-Skyes said, “The sector is incredibly resilient and we are seeing it recover now as restrictions are lifted.
“I really believe that we are on the cusp of a new tomorrow and that Greater Manchester is moving up to the Premier League of tourism destinations in the UK.
“We have something like the new co-op live arena that is under construction, RHS Bridgewater has just opened and Factory is really going to show that Manchester is a hotbed of culture.
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“The number of bedrooms in Greater Manchester is set to increase by about 30% in the next few years and that just goes to show that people think the only way is for the metropolitan area.
“Our challenge now is to address some of those old stereotypes that there is nothing in Manchester to come for.
“We also want long-distance international travelers to return as they spend the most and stay the longest.
“Your return will have a huge impact on the Greater Manchester industry.”
Mr Alley pointed to 2023 as the year the industry will start again.
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“I think next year will be a good year, but 2023 will be crazy.
“It will take a long time to organize big events and we won’t see capacity at Old Trafford for a while.”
