Travelodge boss Grant Hearn has branded existing plans to allow the industry to capitalise from the forthcoming 2012 Olympics in London as “pathetic”.
Writing in The Times today, Hearn, who is the executive chairman of the budget hotel chain, said organisers should already be advertising the Olympic Games in the capital to start building excitement among both locals and visitors.
“One of my immediate concerns is the 2012 Olympics. I am a firm believer in the great opportunity provided by this magnificent event,” Hearn writes.
“But there is no real plan to make the most of the commercial benefits that the games can offer tourism. The existing plan, created some years ago, is frankly pathetic – not only is it weak on marketing, but its main feature was to get more hotels graded, hardly a pressing issue.
“It needs a serious overhaul to make sure we take full advantage of the investment in the games – for instance, to encourage previous visitors to take a fresh look at Britain and come again.
“And can somebody please ask Lord Coe why we do not have a sign anywhere in London, least of all at Heathrow, Gatwick or any of the big railway stations, welcoming visitors to the home of the 2012 games?
“With less than two years to go, there is not a mention anywhere in the city that the games are on their way. We should be shouting to the world about them, not keeping quiet.”
He said all these, and other problems relating to tourism, should be dealt with under a new tourism development act to ensure the industry, which is worth about £115 billion in the UK alone, is properly protected.
He also urged the government to reconsider the visa situation, consider implementing tourism enterprise zones and reduce VAT on hotels to bring them into line with their European competitors.