Craig Munro, General Manager at AC Hotel by Marriott Glasgow has said that the city continues to punch above its weight on the global stage after the hotel marked a ‘phenomenal’ first year of operation driven by the success of tourism, corporate and sporting events, concerts, and the film and television industry.
The 245-room AC Hotel by Marriott Glasgow, part of the £100m Love Loan development on George Square, opened in November 2023, and has since recorded more than 59,000 room nights, welcoming 85,000 guests – with profits more than 5% ahead of forecasts. Occupancy rates have consistently exceeded 85% – well ahead of industry averages.
The hotel’s sister restaurant Hazel, which features a replica Hazel tree centrepiece inspired by the legend of St Mungo on the city’s of Glasgow’s coat of arms, has also served more than 20,000 diners and, says the hotel, is already earning a reputation as an ‘occasion’ restaurant within the city.
The success of AC Hotel Glasgow – which also earned Green Tourism certification this year – follows Scottish Tourism Economic Impact Model (STEAM) figures that showed more than 25 million people visited Glasgow in 2023, spending in excess of £2.3bn, with more than 37,000 full-time jobs supported by the industry. The impressive figures exceeded 2024 targets.
Craig Munro, General Manager at AC Hotel by Marriott Glasgow, believes the venue’s bumper first year is down to providing the right package at the right time as visitors surge back to the city, as well as revealing the knock-on benefits of major events in Edinburgh too.
He said, “Glasgow punches well above its weight internationally, with first class events and conferencing facilities, major sporting events, and a tourism proposition that attracts people from all over the world.
“I’ve always said that for a hotel to succeed in Glasgow it needs to cater for every market from weekend visitors and event goers to conferencing guests and air crew  – and we’ve got that right.
“We’ve welcomed sports teams, musicians, conference guests, dignitaries, and regularly hosted genuine A-list celebrities – particularly through the film and TV industry’s ongoing relationship with the city. We have added a first-rate city centre hotel, with the story of the city woven into its fabric, and our guests have really responded to that. Our first ever guests are now regulars, and things like that help you realise how successful it’s been.
“The key has been our people. The average turnover of staff in the industry is around 40%, we’ve lost around 10% since we opened, which is almost unheard of. I was told recently that Glasgow is one of the only cities in the world where ‘people’ are amongst the top 5 attractions, I think that’s certainly true of AC Hotel Glasgow.
“It’s not just about Glasgow, however. We’ve done very well from major events held in Edinburgh too, such as major sports fixtures and large concerts including Taylor Swift. The two cities are seen as a package for visitors, and it benefits the hospitality industry in both.”
Whilst he expects some challenges as the redevelopment of large parts of Glasgow city centre in 2025 – including the start of the development works in George Square – Munro said there are exciting plans in the next 12 months for AC Hotel Glasgow, including the addition of new event and conferencing facilities as they team develop the venue’s overall proposition.
The development of Love Loan is also expected to gather pace, with Hazel and AC Hotel Glasgow anchor elements alongside other attractions including Flight Club, which also opened in late 2023.
Munro said: “It’s been an incredible first year that has exceeded all expectations – but we can’t rest on our laurels. The addition of new events space will evolve and elevate the hotel’s offering, opening the door to new parts of markets in conferencing, weddings, dinners and events, and hosting large sports teams. It will help take AC Hotel Glasgow to the next level.
He added: “The redevelopment of George Square and other parts of Glasgow city centre will present short-term challenges as work is done, but we are equipped to navigate them and these works will transform and elevate the city. The feeling in the industry is that it will be worth it – a better Glasgow works for all of us.”