The hotel will do good business.
It is directly joined onto the new TECA event centre (a.k.a.
P&J Live), which will be hosting large events and concerts regularly.
e.g. BBC Sports Personality of the Year will be held there in December.
It is also close to the airport and there is nothing of comparable quality nearby (the other "airport hotels" are Aloft, Moxy, Courtyard, Hampton, Premier Inn, Leonardo and Jury's Inn).
I can see the rates for early 2020 are already creeping up above what they have been since opening at last month.
There are some rumours that Helga may be coming back.