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Melbourne Hotels Roar For Tiger Woods


Melbourne’s Accor hotels enjoyed their best week of 2009 last week (Nov 15), thanks to a Tiger Woods-led tourism boom.


Accor’s Melbourne hotels experienced a
Tiger Woods-led boom in November

Accor, the largest hotel operator in Melbourne (operating Sofitel, Grand Mercure, Novotel, Mercure, Ibis, All Seasons and Formule 1 hotels), reported that its 11 central business district hotels were all full from Thursday November 12 through to Sunday November 15, and even Accor’s suburban hotels in Glen Waverley and Caroline Springs were at capacity on a couple of the nights.

Accor’s Melbourne CBD hotels ran at 95.64% during the time, eclipsing performances during the Melbourne Cup and Australian Grand Prix.

The week represented an 11% growth in occupancy compared to the corresponding week of 2008 – despite the prevailing economic situation and a large increase in room supply in Melbourne.

Such was the demand for accommodation, that the Mercure Melbourne Spring Street recorded five nights of 100% occupancy in a row – the first time this has occurred in 2009.

 “Our car-parks were full of interstate number plates and we have had guests book in from Singapore, Hong Kong and Bangkok – all came to Melbourne specifically to see Tiger play,” said Accor’s Regional Manager Victoria, Scott Boyes.

“After a really challenging 10 months, we have a lot to thank Tiger for fuelling such a strong recovery in Victoria’s tourism and hotels sector.

“Unlike other cities in Australia, Melbourne has had a major increase in hotel supply over the past year which, combined with the global financial slowdown, has meant that it has been a tough year for the industry.

“You could say that Tiger has got us out of the bunker – at least for November,” he said.

Boyes said that the Tiger-led recovery complemented encouraging signs of growth in the business travel and meetings sector, which augured well for a stronger revival in the Melbourne hotel sector in 2010.

“Not only did Tiger come to town in November, so did big business – and that’s a really encouraging way to finish off the year.”