Luxury rooms in London hotels could see a 27 per cent increase in demand during the Olympic period, a new report from PricewaterhouseCoopers (PwC) has found.
The study suggests that London venues which decide to upgrade rooms before the 2012 games should use the event to showcase their hotel to the world during the Olympic and Paralympic Games.
Liz Hall, head of hotel research at PwC, said that city centre venues which add new rooms should not find it too tricky to fill them after the Olympics, but warned that this could be more difficult for sites located further away from the main tourist area and business districts.
She added: "Demand should strengthen as the Olympics near but hotels will have to be pro-active with their marketing."
The Olympics will take place from July 27th to August 12th 2012. A number of new London venues have been built for the sporting event, while other venues, including the Earls Court and Excel, will also be used for the competition.