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Adele Lifts Hotel Occupancy Rates

A series of sell-out concerts by British megastar Adele lifted hotel occupancy rates in the struggling Brisbane market by 12 per cent in March and also boosted the performance of Sydney and Melbourne hotels, new figures show.

In Brisbane, hotel occupancy rates surged to almost 79 per cent over the month compared with 70.5 per cent for the same month last year, according to figures compiled by hotel research firm STR. This generated strong 9.4 per cent growth in revenue per available room (RevPAR, the key industry metric) for Brisbane hotel owners and operators.

The success came on the back of the city staging two Adele concerts, which attracted 60,000 fans to the Gabba stadium and injected an estimated $40 million into the Brisbane economy. The city also hosted the World Science Festival and several headline sporting contests.

“The power of Adele’s tour of Australia highlighted the potential of events to drive hotel occupancies across the country, and particularly in Brisbane,” said Tom Gibson, vice-president of investment sales for JLL’s Hotels & Hospitality Group.

Sydney and Melbourne also hosted sold-out Adele concerts in March with the former’s hotel occupancy rate rising to a heady 93 per cent compared with 91 per cent a year ago and the later recording an occupancy rate of 91 per cent, up from 87 per cent a year ago.


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