Hotel industry in ‘survival mode’

THE executive general manager of the West County Hotel, Ennis has revealed his optimism for the future of not only the West County but of the hotel business throughout Clare, while also speaking about the “trying time” that the formerly Lynch family-run hotel has faced in recent years.
He revealed that upcoming plans for the hotel include bringing big name entertainment acts to the venue later this year, as well as attracting lucrative conferences to Ennis.
West County Hotel Ennis Limited was wound up following a High Court order in May of last year, 43 years after the West County Hotel was first developed by Michael Lynch Senior. The West County Hotel is no longer connected to the Lynch family and is now part of the Great National brand, whose headquarters are on the Quin Road in Ennis.
Executive general manager Brian Harrington has worked in the West County Hotel since 2009 and said, “It’s been a very difficult and trying time for everybody and for the people who were affected, not necessarily just those on the property. It’s been a difficult time for the Lynch family. The West County Hotel has been part of the fabric of Ennis for the past 44 years.”
Having reflected on the past, Brian is keen to look to the future and said the hotel’s figures are growing on last year.
“When news of receivership broke, there was a lull in activities. The support for the property didn’t wane considerably but I can certainly say in the last few months we are finding people are booking events well in advance, whereas in the past there would be a reluctance to book something for sometime in the future. Just last week we secured a dinner for 700 people for June of next year and that’s very encouraging. We also have more local people frequenting the property again for special occasions, like communions and confirmations. We depend greatly on the local community, without them we have no future,” he said.
He went on, “The West County has a very, very strong reputation across the country, particularly in the conference and event market. Also many people would have holidayed in Lynch properties down through the years and the West County Hotel would always have been to the forefront of that brand.
“It’s still the largest venue in the area and we do tend to get a lot of the bigger events. Three weeks ago we had Jedward and there were 1,400 at that. There are very few properties that can accommodate that kind of number and that has been central to the success of the West County. We will probably see more concerts taking place, certainly from the late summer onwards. I’ve had meetings with promoters. I can’t reveal any names yet but they would be household names.
“Also, because of our size, the West County has attracted considerable amounts of conferences and national events, which is good not just for the West County but also for Ennis at large. We are making inroads into bringing back more and more conferences and events to the property. Ennis was always very popular with conference delegates as a venue given the nature of the town and how attractive it is and all the activities it has.”
According to Brian, the hotel business has seen some growth, although he admits it is still in “survival mode” with hotels having to be more innovative to attract customers. For the West County Hotel, this included lunches for €5, all-inclusive packages and children’s entertainment, among other promotions that have proven popular.
He estimates there was 3% growth in hotel occupancy last year, with tourism numbers up by 9%. “It’s a welcome return to growth and it also proves that people will do a lot before they give up their annual vacation. In the past they may have chosen to go abroad but last year we certainly found more people staying at home and the whole notion of staycations became very popular.
“We have also found that price is a key thing and people need their euro to go that bit further. We have had to respond by doing very keen pricing. We continue to do so and we have had to enhance our programmes. You have to go the extra mile and you can’t compromise on what your offering. Certainly, this year has been better. In the last few weeks our bookings have taken a welcome jump and we are hopeful that this will continue throughout the season.”
However, while the figures are improving, Brian said hotels have to continue to strive for business. “Hotels need to continue to deliver exceptional value for money because given the growth of hotels across the country, it’s become very, very competitive. However, I think those who are innovative and prepared to focus on what they are offering and the value they can deliver, they will continue to survive. There is no doubt about it, the industry is in a survival mode.
“I think when disposable income grows again in the next couple of years, domestic tourism will grow in tandem. In the meantime, we will all have to fight harder for every piece of business and encourage more and more Irish people to consider taking a break at home.
“Of course, we are depending on all agencies to assist us in bringing more and more people back into the country. There are a lot of bodies in Ennis doing a lot of work for Clare, in addition to the State agencies, including Clare Tourism Forum, Shannon Region Conference and Sports Bureau and Promote Ennis. Britain, which would be our biggest source of tourists, showed growth last year and we need that to continue. The VAT rate of 9% has also been a welcome stimulus.”
According to Brian, the hospitality business isn’t just about selling the hotel, it’s about selling its location. “We can’t sell the West County Hotel without selling the whole of Ennis and the region. Festivals here are a big draw, with events like the Fleadh Nua, Ennis Trad Festival and the Skyride Etape Hibernia in August, which will hopefully bring 2,000 cyclists to Ennis and the county. I am very hopeful that Ennis will be chosen to host the All-Ireland Fleadh in the next few years.”
He stressed the importance of Shannon Airport to the region’s tourism industry. “The hotel business is depending on the entire island of Ireland seeing an increase in visitor numbers and hopefully Clare will get its equal share of it,” he said.
Brian is also hopeful that Ennis’ proximity to the airport will bring a welcome tourism boost during the Olympics.
“There is a scheme that applies to Asian and Eastern countries that gives them a three-day visa waiver to Ireland, once they have a valid UK travel visa. Given our proximity to Shannon, we hope the London flights would provide some extra tourists into the region,” he concluded.