Business Turnaround
The Client
The owner is one of the largest privately owned property development companies in the UK.
Asset:
4 star / unbranded
135 keys
17 meeting rooms (up to 700 pax).
Spa & gym
The Client needs
Reposition the hotel following a multi-million pound refurbishment & debranding in 2016.
Set up foundations for revenue growth through ADR.
Key Strategy Implemented
Re-structured the Commercial function including the introduction of a Head of Revenue overseeing all revenue generating departments to deliver on Total Revenue targets.
Creation of an on-site marketing function, including new position of Head of Marketing.
Development of new website including identification of new brand guidelines. Supported by implementation of a new web booking engine.
Introduction of performance enhancement tools, including revenue conversion platform, reputation and social media solution, mystery guest visits.
Sales & Marketing strategy supported by new segmentation and pricing structure for bedrooms, meeting space and spa. Review of GDS hotel description and enrolment to selected consortia programmes.
Selection and implementation of new Hotel Sales & Events CRM to drive MICE performances.
Deployment of new processes and procedures to ensure effective performance management and effective communication.
Participation to month-end business reviews alongside asset management and executive teams.
+ 26% ADR
(2016-2019)
+ 45% REVPAR
(2016-2019)
+ 41% Total Revenue
(2016-2019)
