Ahmedabad: Branded hotels across Ahmedabad are nearly sold out for the Aug 6-9 weekend as business events, conferences and exhibitions push up demand. Industry players said average daily room rates (ADRs) have risen 6-10%, with most premium hotels reporting limited room inventory.The rush marks the start of Ahmedabad’s annual meetings, incentives, conferences and exhibitions (MICE) season, which hoteliers expect to sustain strong occupancies through early 2027.Demand this week has been driven by the Travel and Tourism Fair (TTF), a medical conference, and several fashion and lifestyle exhibitions across the city.“This is the beginning of the MICE travel season, which will be followed by festivals, weddings, sporting events, and conferences. TTF coupled with a medical conference has led to a major increase in demand,” said Akshay Kavra, general manager, ITC Narmada.Other hoteliers said the demand has been broad-based, with multiple events contributing to the surge.Prashant Chadha, general manager, Le Meridien Ahmedabad, said TTF has emerged as the biggest demand driver this week, with a large number of delegates staying in the city for the event at Mahatma Mandir. He said Ahmedabad is also hosting groups visiting IIM Ahmedabad, while fashion and lifestyle exhibitions have further strengthened room demand.The surge has also tightened availability of banquet and conference venues.“It is a struggle to find banquet or conference spaces for clients’ events. There’s a flurry of events this weekend,” said Darshil Patel, an events consultant.Industry players said the overlap of business events has also strengthened weekday demand, a trend that has become more pronounced over the past year as Ahmedabad’s events calendar has expanded. They added that although ADRs have risen over the weekend, room rates at some hotels remain below first-quarter levels, leaving scope for further improvement as the season gathers pace.Looking ahead, hoteliers expect average occupancies at branded hotels to remain above 80% through the season, with ADRs likely to stay in the current growth range. Aug and Sep are expected to be driven by MICE travel, while Oct will add demand from sporting events alongside the festive season. Corporate meetings, trade exhibitions, and pre-Vibrant Gujarat conferences are also expected to keep weekday occupancies healthy.The busiest period is likely to be from Dec to Feb when weddings, exhibitions, conferences and corporate events coincide, tightening room inventory across the city.“Demand is clearly stronger than it was at this time last year. Hotels expect occupancies to remain above 80% through the season. The MICE calendar is filling up, Oct will bring sporting events, and we expect business to remain healthy through the wedding season and into Jan,” said Narendra Somani, president, Hotels and Restaurants’ Association (HRA), Gujarat.
