The ‘all-suite’ hotel: A study of the market in Scotland

During the mid-1990s the United Kingdom witnessed a resurgence of confidence in the business sector and allied activities such as business travel and conferences. This has lead to renewed interest in the provision and development of accommodation in the UK. The perceptions of growth in demand and recognition that such demand for accommodation is not homogeneous, it is argued, create opportunities for new entrants in the accommodation market. Supply in the UK until comparatively recently has been very traditional in style. However, as demand and competition have increased so we have witnessed growing diversity in supply. Overall, these conditions suggest a potential opportunity in the marketplace for ‘all-suite hotels’, a facet of supply, it is argued, that has hitherto gained little attention in the UK market. This paper presents the main findings of research undertaken to investigate if such an opportunity exists in the market in Scotland, with particular attention to the major conurbation of Glasgow. Initially, discussion focuses on accommodation supply per se and business tourism, prior to introducing the concept of ‘all-suite’ hotels. Subsequently, the study undertaken is identified and a brief overview of Scotland and analysis of the accommodation sector per se and the market for ‘all-suite’ hotels presented. Trends in the demand consideration particularly pertinent to this category of provision are identified before conclusions are drawn.