Lichfield District Council is bringing forward an opportunity for a new city centre hotel, responding to clear market demand and supporting the next phase of growth in the city’s leisure and hospitality offer.
With an established visitor base, increasing investment in the city centre and a clear gap in provision, this represents a timely opportunity for a hotel operator or development partner.
The opportunity
We are seeking a partner to deliver a new hotel in Lichfield city centre, forming part of a wider programme of regeneration and investment.
The city centre is entering a new phase of delivery, with funded public realm improvements, new leisure uses and active development sites already progressing, creating strong momentum and confidence for investment.
The opportunity offers a prime location connected to key attractions and a growing leisure offer, with the potential to deliver a high-quality hotel aligned to market demand.
A deliverable, design-led opportunity
The hotel opportunity forms part of the Birmingham Road regeneration site — a key gateway location directly opposite Lichfield City railway station.
A detailed development brief and design code are already in place, shaped through extensive community engagement and formally adopted by the council.
This provides a clear framework for development, reducing planning risk and ensuring a high-quality, well-integrated scheme.
Initial site studies indicate capacity for a hotel of approximately 30–60 rooms, on a 500–700 sqm footprint subject to detailed design and operator requirements.
Positioned within a new mixed-use neighbourhood, the hotel will sit alongside homes, small-scale retail and leisure uses, and a new Linear Park connecting the station to the city centre.
Who this opportunity is suited to
Who this opportunity is suited to
This opportunity is particularly suited to:
• Boutique and lifestyle hotel operators
• Regional brands experienced in heritage locations
• Operators focused on food, drink and experience-led stays
• Brands targeting secondary historic cities with strong identity
Why Lichfield
Lichfield combines heritage, culture and a high-quality independent offer, creating one of the West Midlands’ most distinctive small city destinations.
The city centre is thriving, with a strong mix of independent retailers, cafés, restaurants and bars, and a reputation as a food and drink destination, including Staffordshire’s only Michelin-starred restaurants.
At its heart is Lichfield Cathedral (the UK’s only three-spired medieval cathedral) attracting visitors from across the country.
The opportunity is well aligned with locations typically favoured by boutique and lifestyle operators — offering a strong sense of place, visibility and arrival, and integration with the wider city centre.
Positioned at a key gateway into Lichfield and connected to cultural and leisure activity, the site provides a strong foundation for a distinctive, character-led hotel.
A strong and under-served overnight market
Lichfield already attracts millions of visits each year, supported by its heritage, events and growing leisure offer.
It is also strategically positioned within easy reach of major regional attractions, including Drayton Manor Resort, National Memorial Arboretum and St George’s Park, alongside outdoor destinations such as Cannock Chase.
Located within easy reach of Birmingham and the wider West Midlands, Lichfield benefits from both local and regional visitor demand.
However, limited hotel provision within the city centre means much of this demand is currently accommodated elsewhere.
A clear opportunity exists to capture more overnight stays and support further growth.
Market demand
Lichfield benefits from a diverse and resilient demand base, including:
This opportunity is particularly suited to:
-Over 4.4 million visitor days annually
-Around 867,000 staying visitor days
-Occupancy of approximately 80% within a 5-mile radius
-Average room rates of around £82
Location and connectivity
Lichfield benefits from strong connectivity across the West Midlands, making it an accessible and attractive destination for both leisure and business visitors.
The city is served by two railway stations, Lichfield City railway station and Lichfield Trent Valley railway station providing:
This opportunity is particularly suited to:
• Direct links to Birmingham and the wider West Midlands
• Direct connections to London and the national rail network via the West Coast Main Line
• Frequent services supporting both commuting and visitor travel
This dual-station offer provides a level of connectivity not typically found in a city of Lichfield’s size, supporting a broad catchment for overnight stays.
The city also benefits from a well-used and centrally located bus station, providing regular services across the district and to surrounding towns, supporting access to the city centre and key attractions.
By road, Lichfield is easily accessible via the A38 and M6 Toll, connecting to the wider motorway network and major employment centres across the region.
The site sits directly opposite Lichfield City Station, acting as a key arrival point and gateway into the city.
Development approach
The council is taking a proactive role in enabling this opportunity and is seeking to engage with operators, developers and investors.
A flexible approach will be taken to delivery, with discussions welcomed at an early stage.
