MARCH 2022
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09/02/2022 16:31
EDITOR’S NOTE
MARCH 2022
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riting this note as the Editor of Hotel Magazine fills me with the utmost thrill. It feels special to finally see our idea come to life. After working in publishing for almost four years, launching another trade magazine with a goal of simply propelling the audience’s business to the next level provides a feeling I can only describe as exhilarating. Hotel Magazine represents the hospitality service industry, and will provide our readers with essential business information. As a professional journal, we will keep readers cognisant with all of the latest from the industry’s leading trade associations, business advice and new ideas. With the industry trend of hotels offering more spa and leisure services, Hotel Magazine recognises this and will offer expert tips and concepts to assist our audience in generating additional revenue streams. In this opening issue of Hotel Magazine, we’ve got features in abundance. Our main focus this March is that of Hotel Bars; specifically how a distinctive bar situated on-site at an overnight stay venue is one of the simplest ways to add revenue to a business. Showcased in all of its glory is London’s popular ‘The Nest’. Complemented perfectly by its spectacular 360-degree skyline views, the popular rooftop bar scene features as our Hotel of the Month on page 16. It goes without saying that the success of any hospitality venue is made up immensely by marketing techniques. Systems or methods which work for one venue however, may not work for everyone. Commentary from some of the industry’s most adept figures outlines how overnight venues can market successfully to ensure they gain repeat business in our extensive marketing edit which begins on page 29.
JADE EVANS, EDITOR
© 2022 CIM Online Limited, 1st Floor, Saphir House, 5 Jubilee Way, Faversham, Kent, ME13 8GD. No part of this magazine may be reproduced or stored in a retrieval system or transmitted in any form – electronic, mechanical or physical – without express prior permission and written consent of the publisher. Contributions are invited and when not accepted will be returned only if accompanied by a fully stamped and addressed envelope. Manuscripts should be type written. No responsibility can be taken for drawings, photographs or literary contributions during transmission or in the editor’s hands. In the absence of an agreement the copyright of all contributions, literary, photographic or artistic, belongs to CIM Online Limited. The publisher accepts no responsibility in respect of advertisements appearing in the magazine and the opinions expressed do not necessarily represent the views of the Publisher. The Publisher cannot accept liability for any loss arising from the late appearance or non publication of any advertisement.
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CONTENTS
13 HOTEL BARS
We look in to exactly how a quirky bar situated on-site at an overnight stay venue is one of the simplest ways to add revenue to a business.
14 ESSENTIAL 5
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Placed intentionally in our Hotel Bars focus is a piece from Kent’s Cave Hotel, a venue who know a thing or two about hotel bars. In a detailed editorial we help you judge whether you’re missing a trick by not maximising the opportunities your social pages provide.
18 HOTEL OF THE MONTH A venue which knows a thing or two about capitalising on great hotel bar offerings is London’s ever popular ‘The Nest’. The rooftop bar with unparalleled 360-degree views of the city features as our first ever Hotel of the Month.
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24 HOTELS AROUND THE WORLD
Allow us to stimulate your senses as we delve into Paris’ Maison Mère - the venue which is not just a hotel.
26 HM PICKS
One of our three featured picks from the Hotel realm showcases some exquisite interior inspiration.
29 MARKETING
32 EDITOR
Jade Evans jevans@cimltd.co.uk
PUBLICATION MANAGER Declan Wale dec@cimltd.co.uk Tel: 01795 509 112
DESIGN AND PRODUCTION Grant Waters grant@cimltd.co.uk
34 James Taylor james@cimltd.co.uk
CREDIT FACILITIES MANAGER
With the help of some industry experts, we look in to how your overnight venue can be marketed successfully to ensure you are gaining repeat business.
MARKETING MANAGER Paris Kennelly paris@cimltd.co.uk
Lauren Sharpe creditcontrol@cimltd.co.uk Tel: 01795 509 103
SALES DIRECTOR
ADMINISTRATION MANAGER
CHIEF EXECUTIVE
Natalie Murray admin@cimltd.co.uk Tel: 01795 509 103
Tom Woollin tom@cimltd.co.uk
John Denning
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Hastings Hotels announce new roles
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astings Hotel in Northern Ireland has announced that its longest serving Director, Edward Carson, has retired as Chairman and is succeeded by Howard Hastings. With this announcement comes the news that James McGinn, who has worked for the leading collection of hotels for 25 years, as Operations Director and General Manager of the Europa Hotel, has been appointed as the new Managing Director. Edward Carson has retained his Board membership as a Non-Executive Director. Following these changes, Andy McNeill, who is currently the General Manager of the Culloden Estate & Spa and is returning to the Europa Hotel, where he started his career in hospitality, as the new General Manager. Niall Burns, who previously worked for Hastings Hotels as the Deputy General Manager of the Slieve Donard Resort & Spa will replace Andy at the helm of the Culloden. Howard Hastings said: “As we emerge from the pandemic, Hastings Hotels is confident that it does so with a very strong team. I would like to thank Edward Carson in particular for his lifetime of dedication to the company and am delighted that he will remain on the Board.”
Mildreds set to open new site in Covent Garden
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lant-based restaurant group Mildreds is set to open a new location next month in the heart of Covent Garden, St Martin’s Lane. Since first opening in Soho in 1988, Mildreds has pioneered the vegan and plant-based scene in London with its fresh, vibrant and innovative dishes. The new site will officially open on Monday 21st February and will be the sixth location added to the Mildreds family across London, following the successful launch of Mallow in Borough Market last November. The new site will be split across two-floors, serving 120 covers, alongside a private dining room that can accommodate up to 8 guests. Sam Anstey, Managing Director, says: “We can’t wait to bring Mildreds to the Covent Garden area and showcase the first iteration of Mildreds’ refreshed new
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Cameron House opens 2022 Graduate Programme
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uxury five-star resort Cameron House Hotel has announced applications for its 2022 Graduate Programme are now open. The programme focuses on preserving the talent of the country’s next generation of hospitality stars. The 18-month scheme offers different programmes across a variety of specialist areas such as Rooms Division or Food & Beverage, as well as offering a multi-discipline programme across different areas of the operation. It provides management trainees with the opportunity to learn from an elite team of specialists and experts in luxury service. Dependent on the role, graduates will have access to a variety of off job training and development opportunities such as, Wine and Spirits Educations Trust (WSET) Level 2 certification, essential first aid training, as well as a competitive salary and an impressive benefits package. Additionally, every recruit will benefit from a three-day induction programme at the resort, situated on the banks of Loch Lomond. https://careers.cameronhouse.co.uk/graduate-managerprogramme-92925.htm
Ardoe House appoints new General Manager
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uxury Aberdeenshire Hotel and Spa, Ardoe House, has announced the appointment of experienced hotelier, Gary Pinchen as their new General Manager Originally from South Africa, Gary, has more than 30 years of experience supporting hospitality operations across Africa, South-East Asia and the UK. He previously worked at 4 Star, AA Rosette award winning hotel, Brockwood Hall in the Lakes, to join Ardoe. Prior to this he worked as Director of Operations at Borneo Convention Centre, the Phakalane Hotel and Golf resort in Botswana, Sun International Properties in Nigeria and South Africa and the Straight Head Country Hotel in South Africa. Gary commented: “I am delighted to join Ardoe House Hotel and Spa. It is a stunning, historic property with fantastic facilities and look forward to working with the team to ensure the hotel is recognised as one of the leading hotels in Scotland.
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Scandic Park Hotel, Stockholm
#HMPICKS
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HOTEL BARS – ESSENTIAL 5
THE SOCIAL DILEMMA With the rise of consumers using social media to plan their activities, are you missing a trick by not maximising the opportunities your social pages provide? A few simple ideas could really help drive footfall to your venue. The team at the stunning Cave Hotel in Kent, gives us their top five tips for getting your socials in order:
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STORY TELLING Where does it start? It begins with a vision and the need to develop a design framework that reflects the USPs of your venue. Start by expressing why your hotel exists, what are the core values and the motivation behind everything you do. Every successful brand has a powerful vision. Take the time to establish, initially, who you want to attract. Share your brand’s personality in a relatable and meaningful way to spark an emotional connection with your audience.
CHOOSE YOUR PLATFORMS You will need to consider carefully which platforms to use. Instagram, Facebook, LinkedIn, Twitter and Tiktok all have their own benefits. Match the attributes of the above with the size of your audience and their likeliness to engage with each platform. Instagram has great call to action features, allowing bookings to be made from the app. The relatively new app taking social media by storm is Tiktok, who predict that they will reach 755 million monthly users in 2022!
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AUDIENCE IS KEY Your hotel guests are almost certainly a different audience to your drinks and diners, although this doesn’t have to be the case. Once you have the design that appeals to each audience group, you must now consider the writing style and tone of voice. Through all of your messaging, customers need to be able to recognise your unique tone, identity, and your story.
ENGAGING CONTENT The next step is to manage the regularity of posting; too much and you could irritate your followers, too little and you won’t generate a loyal following. Polish your content and remember to begin with the end in mind. The biggest pitfall here is likely to be posting dull content. Ask yourself why you’re posting something and if you’d engage with it as a customer. Be your own audience.
ALWAYS MONITOR YOUR ANALYTICS Do this using scheduling tools, facebook pixel and split testing. Always compare campaigns and understand which one generated the best results. Never stop this process, never. It can be tedious, but it will ensure you are generating the most efficient outcome for your brand. Be sure to stay on top of replying to DMs and comments, interacting and sharing the customers’ content. @cavecanterbury
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HOTEL BARS – ESSENTIAL 5 Images courtesy of The Cave Hotel.
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HOTEL OF THE MONTH
TAKE YOUR PERCH The Nest, Langham Place, London
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HOTEL OF THE MONTH Images courtesy of The Nest.
“Keeping things simple is key to the bar’s success”
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he Nest is an extension of the TreeHouse Hotel, strategically positioned in the heart of London, and celebrates its fantastic position overlooking the London skyline and the city’s landmarks. As one of London’s most iconic locations, the team are always keen to highlight seasonal and locally sourced ingredients and produce by using small batch spirits and home-grown brands served alongside more established names. Max Cuccaru, Area Director of F&B for SH Hotels and Resorts UK and Europe, revealed: “This gave nature to our changing food and drinks program; giving a stage for innovative creations.” A bar situated on location at an overnight stay venue, as we know, is a simple way to generate a large stream of extra revenue. The main qualm is, exactly how do you ensure that the guests who are staying the night are also drinking in your bar? Max explained that for The Nest, it’s important to offer a full experience to their guests: “We love for them to experience all the hotel has to provide and, one of these aspects is The Nest, which sits above the TreeHouse Hotel and its rooms offering a truly unique location.” Using incentives to consumers who are already onsite is an easy way to entice them to the bar, should they need persuasion past the extensive cocktail menu. The Nest provide a weekly curated DJ program with some of London’s top DJs, playing a mix of genres from house to old school hip-hop. Because of the bar’s location and the broad wrap-around rooftop terrace, it makes for a great place to
look over London throughout the seasons. Rooftops in London have been, and always will be, high in demand, so how can you ensure your bar is appealing to consumers who aren’t staying at the hotel and the wider general public? Max explained: “We have a good percentage of our in-house guests booking rooms because they want to spend time in the bar. Things are made easier by the interior design of the bar which is unique, warm and welcoming” In terms of additional features to ensure a hotel bar stands out from other competition on the market, distinctive menu choices are an easy way to position yourselves in a place that keeps you at the forefront of consumers’ minds. The Nest’s market-driven food and drinks menu is a combination of their take on old favourites executed extremely well, and seasonal influences, hence the menu is a general hit: “Keeping things simple is key to the bar’s success.” Max added. Premium offerings can be quirky, fun and imaginative and do not always need to be formal. Max told us that The Nest has been fortunate enough to establish a fantastic core team of staff who have been with them since the doors were opened in November 2019, and loyally stayed throughout the last turbulent few years which has hugely impacted the venue’s reputation in the most positive manner. So, along with a reliable menu and a great location, loyal staff are a key component to the success of a hotel bar. @thenestintreehouse
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HOTEL BARS
RAISING THE BAR With the help of some of the industry’s biggest names, we explore how a quirky bar situated on-site at an overnight stay venue can be one of the simplest ways to add revenue to a business.
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ach hotel has a significant feature which decides where they are positioned competitively in the industry. This particular feature contributes greatly to the success of the site and determines how great the footfall
is. We now live in a time where convenience is key to guests when looking for their next overnight stay. Whether it be a pit stop during a long journey, a romantic getaway, or a solo self-care stay, a hotel bar is one way to enhance a customer’s experience as well as the atmosphere of a space. It goes without saying that a bar is one of the key revenue-generating areas of the food and beverage service department in the hotel industry. It all comes down to ‘getting the guests in’ and we don’t just mean those who are visiting the hotel; your hotel is there to be used by the wider public and passers-by too. Paul Rafferty, Deputy General Manager of The Mayfair Townhouse and The Dandy Bar, revealed that he sees it is important for guests staying at The Mayfair Townhouse to
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also enjoy a drink at their on-site bar. This demonstrates that the hotel is somewhere they want to spend time, as they feel welcomed and comfortable. It also allows for guests to enrich their overall stay experience and are then more likely to return, because not only did they purchase a comfortable room to spend the night in, but also time in a first-class bar with a delicious selection. “The friendly and knowledgeable staff are largely responsible for ensuring guests feel welcomed and comfortable, and want to spend time in The Dandy Bar. We ensure all staff can efficiently handle queries and that they are trained to recognise and capture guest preferences. In doing so, guests can be surprised with small acts of kindness, delivering the hotel’s aim to ‘expect the unexpected’. As an example, during our check-in process, we offer to escort every guest to their room/suite and this is an opportunity for us to upsell our services and gather data – which is then relayed to the appropriate operational team.” Explained Paul. We asked Paul for his tips on making a bar appealing, to which he answered: “Elegant but comfortable interior,
HOTEL BARS P18: Image courtesy of Mayfair Townhouse P19: Image courtesy of The Carlton Tower Jumeirah
“Use a mixture of creative menus.” an inviting ambience, an attractive menu and most importantly, a welcoming and knowledgeable team equipped with a can-do attitude that can deliver a unique experience for every guest are must-haves.” Over the past few years, it has become increasingly popular to introduce bars as a completely separate entity within a larger venue - complete with its own name, lone social media and branding. When executed and marketed successfully, this is a great way of contributing to greater profits. Paul has experienced first-hand with The Dandy Bar just how beneficial this can be to a business as a whole. “By having a bar with its own brand identity, people will know the bar as a standalone venue which helps to drive non-residential business into the property. This allows the hotel to have one image/brand and the bar to have another, creating a more diverse overall product and therefore tapping into a wider market and greater profits. At The Mayfair Townhouse, The Dandy Bar is a separate entity and we have facilitated this by creating separate social channels and individual branding, messaging and ethos for the hotel and bar.” Added Paul. London’s The Carlton Tower is home to two bars, The Chinoiserie and Al Mare Bar, so, their Head of Bars, Fabio Spinetti, has plenty of experience in ensuring guests who
are staying at the venue are also drinking in one of their hotel bars. Fabio notices that when you have a world-class offering, you’re keen for guests to be able to experience everything in the hotel. Whether you boast a fine dining restaurant or a more relaxed one, a beautiful spa or a cocktail bar, it is important that guests who stay at the hotel are also drinking on-site because this adds value to the guest’s experience. Fabio told us: “It allows us to show what our brand is about and proudly display a menu, or a concept, or even just one drink, which took weeks, maybe months, to get to the point where we are confident that it is good enough for our guests. Also having new initiatives, never resting on laurels and bringing something new to each guest and to each guest’s visit is how we try to entice them to try something new and hopefully want to return again and again.” As an overnight venue, incentives can be offered to guests in order to entice them into a visit to the bar and Fabio suggests providing an amazing cocktail program, a well-selected spirit list and great service constantly: “We make sure guests are aware at their check-in about the outlets in the hotel and invite them to try them all.” The check-in is a great opportunity for the wider team www.thehotelmagazine.co.uk
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HOTEL BARS
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HOTEL BARS
to upsell at the venue. For example, a member of the concierge team could show guests the bar on arrival and recommend a best-selling cocktail in order to encourage greater footfall in a hotel bar. Fabio agreed as he said: “I think staff are the best ambassadors of any venue; our Guest Relations team and Front of House will always show the guests around at check-in, and everyone is aware of at least a couple of signature drinks that we offer. “At the end of the day, when a guest walks through our doors 50% of the job has been already done. The remaining 50% is about service, products, knowledge and professionalism.” In order to continue with great marketing techniques past a guest’s stay, newsletters with updates and upcoming initiatives are imperative. Fabio advises a hefty social media presence, making the information accessible to everyone, building a following through regular posts of new menus or new drinks, creativities such as live music or a tasting dinner, and consistency in the delivery. These are all ways of contributing to a greater marketing strategy in order to heighten client retention rates. To keep enticing new guests as well as ensuring existing customers are returning to your venue, it’s important that a hotel bar is made appealing to a broad audience. Paul Bayliss of Hotel Brooklyn believes that the design and strategy are vital: “If you are positioned in the city centre, you must encourage people to use your bar like they would any other nearby bar, both residents and non-residents. Social media is a vital tool in doing so. Post photographs of your bar, the offers and most importantly the factors that make you different from other places where people can drink. “We find guests who post their experience on Facebook and Instagram provide the strongest marketing element as
they are telling their friends how much they are enjoying themselves. Pictures paint a thousand words, as they say.” Once guests are at your bar, the bespoke service will speak for itself, but creating a unique ambience will not only keep guests drinking at your bar, it will also send them away with a memorable experience. This will leave them more inclined to tell others and therefore making it a key way to succeed. On top of capitalising on guest’s social media presence at your venue, Carly Roberts, Head of Marketing at Hawkstone Hall & Gardens, explained that offering marketing collateral which guests can take away with them will hugely contribute to client retention rates as it gives them every opportunity to opt in to marketing: “For example, our guest Wi-Fi software also captures data – this allows us to remarket to these guests in our email campaigns and ensure they’re kept up to date at all times.” As an overnight venue, there are obviously incentives which can be offered to guests in order to get them to visit the bar. Carly advises introducing a unique cocktail list: “Having something out of the ordinary will help to capture the attention of your guests and in turn inspire them to visit the bar. “Use a mixture of creative menus. For example, our cocktail list is based on writers and poets from times gone by in the hall’s history.” Presenting a distinctive cocktail menu is bound to attract consumers, but it is vitally important that the staff know the details of the products on offer. Carly explained: “We can never just assume that guests know exactly what is on offer. Staff are the most important selling tool; after all, people remember people so it’s important they know the product inside and out, along with what they are paired well with. “When your staff know the product and are enthusiastic about it, it makes it easier to create engaging content www.thehotelmagazine.co.uk
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HOTEL BARS P21: Image courtesy of Rosewood London Scarfes Bar P22 top left: Images courtesy of The Carlton Tower Jumeirah; bottom left: Image courtesy of The Carlton Tower Jumeirah; right: Images courtesy of Rosewood London Scarfes Bar
for social media, marketing collateral, web and email marketing. It’s about creating a holistic experience.” Martin Siska, Director of Bars at Rosewood London, sees the significance in offering a complete experience to guests by having strong outlets attached to an overnight venue. “We developed a strong and unique identity for each outlet that are now known as their own venues outside of the Rosewood London brand. Scarfes Bar has such a strong identity that we now have people staying at Rosewood London in order to experience the bar. “Sense of place is very important for us; each outlet represents a pillar of British culture which is very interesting for our traveller guests to discover. Ultimately, ensuring people come to our bar encourages incremental revenue spend within the hotel as well.” London is a bustling city with a lot to offer when it comes to food and drink. The most important thing for Martin Siska and his team is to be unique by thinking outside the box. Guests visit Scarfes Bar for an immersive experience, from the decoration to the live music, the distinct cocktail menu concepts and of course, the friendly team who add a huge value: “Our guests love to engage with the team. To be recommended a cocktail based on their own taste is an important part of their experience. Being an awardwinning cocktail bar attracts connoisseurs from around the world and gives us the opportunity to be profiled in the
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media, creating awareness.” Scarfes Bar is a detached outlet from Rosewood London so we asked Martin, from his experience, how having a hotel bar as a separate entity can contribute to greater profits. He commented: “Scarfes Bar having a separate identity to Rosewood London is important for those not staying at our hotel, as it is not a place exclusively for hotel guests. The bar is also conveniently located at the entrance of the hotel which makes it easier for outside guests to feel comfortable entering the bar. “Having our own identity, branding, website and social media channels for Scarfes Bar allows us to speak to a wider audience outside of our hotel guests. This then attracts a variety of guests which is what creates the unique atmosphere which our overseas hotel guests love as the bar is always busy with a local London crowd.” We have distinguished that a hotel bar is an important added asset for guests choosing to book a hotel, offering great added value to their stay. Having a strong concept and a unique atmosphere is essential for keeping a specific bar at the top of people’s minds, making them curious and eager to visit.
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HOTELS AROUND THE WORLD
STIMULATING THE SENSES Maison Mère, Paris
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HOTELS AROUND THE WORLD P24: Images courtesy of Maison Mére
242 MILES FROM HOTEL HQ
“We do not receive guests, we invite them, as friends do.”
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aison Mère is not just a hotel; it’s a hybrid and a constantly evolving abode with a flexible approach. Maison Mère is part of a new era, the feeling of being completely at home while away from home. It’s the story of a family and a team who put their hearts and souls into a project and gave birth to an invigorating and life-affirming sanctuary. Owner and Founder of the Hotel, Aziz Temimi, is a third generation hotelier. Although trained as an engineer, he started his career in Management Consulting and e-commerce but has always had hospitality running in his blood. With his brother Walid, he took over the leading Hotel Belmont (the other family-owned venue), and began the project of reimagining hospitality. “We have not simply created a hotel, but a place of life where every space is an experience. We do not receive guests, we invite them, as friends do. The idea is to not merely offer a room, but an extension of one’s own home.” As we know, the location of a venue can often be the make or break of a hotel’s success. Situated in the midst of the 9th arrondissement, stands Maison Mère, the neighborhood landmark of the Village Montholon: an authentic and beautifully preserved part of the French capital that is off the mass tourism track but still within easy reach of the city’s countless wonders and attractions – making for a huge selling point. After delving into the importance of hotel bars earlier in the issue, we move on to the beehive of the Maison, Hey Honey. Serving to refresh, nourish and entertain guests with a generous menu in an evolving, multifaceted setting, it’s the restaurant of the Maison Mère offering an all-daylong service. In the evening, guests can succumb to the enchantment of a selection of eclectic cocktails and French fusion dishes. This is a space to enjoy fine cuisine and an ambience nourished and inspired by subtle touches from the depths of Paris.
Hedonistic and a touch of provocative without overdoing it, Hey Honey is a distillation of All Paris: a menu of signature cocktails to accompany French fusion portions by Chef Santiago Guerrero and other small dishes and large platters ready to be shared, inspired by the flavours of the world. When night falls it’s time for Hey Honey, the heart of the Maison, to take centre stage. This majestic bar dresses the spaces and opens them up. At the Maison, Aziz revealed that the keyword throughout is ‘appetite’: “An appetite for fresh and excellent locally sourced produce. “An appetite for trying out audacious combinations. “An appetite for authenticity and a family cuisine that echoes the ethos of the Maison.” With an interior inspired by the Bauhaus style and the aesthetics of Japanese design, a sense of detail pervades the entire establishment. A subtle connecting thematic thread runs through every Parisian cornice, every play of light and every element of the parquet floor is skillfully laid in opposing directions and intentionally overlapping the octagonal tiles of their bathrooms. Alexandre Danan, EDO – Interior Designer of Maison Mère, told us: “All the senses are stimulated in very different ways at each step of the journey. From the ground floor bustling with activity to the guest’s arrival in the intimate private haven of their room, by way of the transitional spaces that are the corridors and the lift.” We asked Aziz what other hospitality venues could take from Maison Mère in terms of a business perspective, to which he responded with: “I would say the benevolence and caring. Consumers are sick of feeling like ambulant wallets. Not charging for bottled water in the room will go a long way in terms of spending in the bar. Also thinking of themselves as more of an entertainment complex rather than a housing business. It will not only allow them to create other revenue streams, but also boost the average room price through branding differentiation.” @maisonmere.lovers www.thehotelmagazine.co.uk
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Sheraton Imperial Hotel, Kuala Lumpur
#HMPICKS
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REFRESHINGLY GOOD WI-FI Designed for the hospitality sector Call us on 01653 917000 or Email us at info@switch-networks.co.uk www.switch-networks.co.uk
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MARKETING – ESSENTIAL 5
BUILDING A BRAND In a time where the hotel industry is driven by digital, Reena Pabari, Director of Marketing at Shiva Hotels, shares five simple marketing tips for the success of an overnight venue.
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SOCIAL MEDIA Social media has created a new generation of traveller – one that is booking their trip based on reviews from their network. Facebook, for example, is a great channel to use for personal recommendations due to the more interactive nature of the platform. Today when you meet someone for the first time, they are more likely to give you their Instagram details than their phone number or email. Instagram is the new CV, the new shop window if you will. I believe for our hotels that Instagram, because it is such a visual medium, translates really well. The different social media channels depends on the brand, the message, and the audience. Each platform creates a different form of engagement.
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DISTINCTIVE FEATURES At QT Presents The Green Room, we chose to start our journey as an entertainment venue of choice in Covent Garden, by bringing on board a resident artist. Leo Green is a renowned saxophonist with an amazing band who entertains guests with shows every Thursday, Friday, and Saturday. We believe that continuity gives the venue a point of difference. By positioning QT Presents The Green Room as a speakeasy with a party, we immediately give guests a clear picture of what they can expect, and this gives us continual relevant and interesting content to push out to online audiences.
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CREATING A BRAND IMAGE Middle Eight and The Guardsman are two new independent hotels. Everything we have done to date has been about understanding what our guests are looking for, what our two brands stand for and offer, and how they are translated. Often, consumers take to social channels as a first principle to discover more about a brand. We continue to spend huge amounts of time defining the USPs of our hotels and how this plays out for customers. As well as communicating relevant topical moments in time across social, we need to ensure we talk about the core defining pillars of the businesses in a consistent manner. To build a brand on social, make sure content is in line with genuine guest experiences.
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KEEPING IN TOUCH WITH PAST GUESTS Guests opt in to be part of future communications. Based on their likes and dislikes we can send tailor-made information that we know will be of interest to them. The next few years will see travellers requiring an increasingly personalised service, with companies able to suggest to them customised products based on their profiles and past behaviour. There is no guest persona, only the treating of the guest as a person.
PROMOTIONS OR COMPETITIONS Promotions and social media giveaways can be deployed tactically to support brand values, to strengthen the position of a business, and to provide surprise moments to potential customers. It’s important to adopt a balanced approach to promotions to not be reliant on them as a means to drive sales; however a successful brand or partner collaboration can work wonders in reaching an extended audience.
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MARKETING – ESSENTIAL 5 Images courtesy of Middle Eight Hotel
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MARKETING
EAT, SLEEP, REPEAT...BUSINESS In a time where overnight venues are high in demand and therefore competing for attention, effective promotion is of optimum importance. We look into how overnight venues can be marketed successfully to ensure they gain repeat business.
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pon the departure of a hotel stay, guests are highly unlikely to return if they are not made to feel welcome. Underappreciation or lack of comfort at a venue is undoubtedly a major factor in lack of repeat business. For this reason, initiating and maintaining strong relationships with your hotel guests is a vital part of growing a successful business within the hospitality industry. Repeat guests are like an investment for hotels that give you a good return. The more the investment (loyal guests), the more you will see in return (profits and ROI). Whether you run a large hotel with 300 rooms or a smallscale bed and breakfast, you must ensure there is enough focus on keeping existing clients, as well as reaching new ones. Retaining guests is achieved by applying successful marketing techniques and strategies in order to keep consumers returning to your hotel, time and time again. General Manager at Manchester’s Hotel Brooklyn, Paul Bayliss, believes that staying in contact with past guests plays a huge role in gaining repeat business. Paul’s top three suggestions for increasing client retention rates at a hotel or guesthouse are as follows: “Let the guest know that you know they visit you often. “Make them feel valued by offering a prompt and impressive service. “Finally, find out who they are and get them on your client list so you can let them know about upcoming events or offers at the venue.” As an overnight venue, it is comforting to know that you are firmly placed at the forefront of guest’s minds when they are looking for a location to stay. So, how can you ensure you remain as a first choice for previous guests? Paul sees that it is all in a hotel’s reputation and this is something which can be built over time through positive online reviews and good old-fashioned word of mouth.
Placed in a competitive industry, like any, there are periods which are much busier than others. For example, the weeks surrounding Valentine’s Day are bound to see an influx of customers. Much alike, Christmas will no doubt see a spike in hotel custom but it’s all about knowing how to capitalise on these seasonal celebrations/holidays in order to reap the benefits via client retention rates. During these busy weeks, Paul believes that it is all about getting there first, beating the competitors to be at the front of the queue with a strong story and pitching it at the right time. “Make your offerings stand out from the crowd by planning the marketing activity in advance. This will ensure you’re ready for guests to attend and have their expectations exceeded, encouraging them to re-visit in the future.” Head of marketing at Hawkstone Hall & Gardens, Carly Roberts, trusts that past guests can become your loyal, returning customers: “Repeat custom marks the success of any business and should be strived for.” Reliable marketing techniques are pivotal within the success of a hotel. Once you have found what works well for you, it’s important to stick to it. Monthly or weekly newsletters are a staple amongst many businesses within the hospitality sector, no matter their size, as there is sufficient evidence that they work effectively. Carly explained that with data protection, guests no longer receive spam emails from Hawkstone Hall & Gardens and they only sign up and read the newsletters they want to. “It’s important to use newsletters to keep guests informed of what’s new, tell stories of past and present events and share anything exciting rather than solely using it to sell. This way guests feel like they are being reached in a more personal way.” Added Carly. However, a question which many hotel managers often www.thehotelmagazine.co.uk
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“Let the guest know that you know they visit you often.” pose, is ‘how can marketing for repeat business be kept subtle without becoming bothersome or too much for a receiver?’ Many will agree that there is nothing worse than receiving hassling emails that you’re not remotely interested in. Carly explains that it’s important to not only use marketing to hard-sell or gain repeat business, it’s about telling stories, interesting news and nuggets of information about your hotel and the people who go there: “We make sure we always share our passion about the fun and memorable things that happen in the hotel.” Along with impeccable service, which they pride themselves on, Hawkstone Hall & Gardens offer unique marketing collateral that guests can take away with them.
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As an example, they have a seasonal Hawkstone Herald Newspaper that contains articles, happenings in the building and news on Hawkstone and the surrounding areas which guests are more than welcome to take away with them. The venue also create weekly email marketing campaigns that are sent to past and present ‘opt-in’ guests containing special promotions and news. Interestingly however, remembering customers’ birthdays and reaching out with special offers is not something which the venue have had a massive uptake on, even though Hawkstone’s email marketing platform does this automatically so long as the guest opts-in to enter their birthday. So, does this mean birthday offers are a thing of the past? Perhaps social media giveaways are the
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MARKETING
“Repeat custom marks the success of any business and should be strived for.” new fad. It all comes down to creating a memorable experience, both inside and outside the building. Be sure to keep social media fresh daily and marketing collateral memorable and easy to digest. Guests always remember the people, so it’s vital to have a team that is primed to excel in selling an experience. So, what is the ideal marketing strategy for an overnight venue to ensure guests are returning? Carly agrees that it’s all in the unforgettable experience, from enquiry right through to when they walk back through their own front door. Carly explained: “Sparking initial interest online, in social media and marketing to create excellent marketing
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collateral in-house and streamlined branding, to continuing the engaging content once the guests leave. Ensuring that staff know the product is also key, as it’s the people guests are more likely to remember.” Of course, every overnight venue is different and sets out to appeal to a certain audience. It’s about finding what works for you, familiarising yourself with it and then capitalising on the technique, and this depends entirely on the nature of the specific hotel. For example, Hawkstone Hall host a lot of weddings on weekends, so they try to capitalise on the mid-week getaway market. Get to know your guests, work on building rapports and they won’t be able to stay away.
If you are interested in advertising in Hotel Magazine, please contact our Publication Manager: dec@cimltd.co.uk 01795 509112
Blackbird Hotel, Bandung, Indonesia
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TECHNOLOGY UPDATE
MAXIMISING PROFITABILITY Premier Software has spent over 27 years developing and perfecting software solutions specifically for the spa, wellness and leisure industries. Providing intuitive software to clients both in the UK and across the world, Premier has built a reputation for delivering business management software systems that help to improve the client journey and support business growth. Detailed here is how it can tie in to the day-to-day running of an overnight stay venue.
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remier’s flagship business management solution, Core by Premier Software®, has a depth of functionality that is unrivalled in the industry and can be adapted to meet the needs of a business as it grows. Core’s dashboard offers a complete business overview at the touch of the button, helping to maximise profitability, manage day-to-day operations, and highlight areas of growth. Key features include memberships, marketing and reporting, through to retail, online booking and scheduling. Premier believe partnering with the right organisations is essential, whether to ensure Core meets industry standards or as testament to its capabilities. As such, Core integrates with leading property management systems and third parties to help boost revenue and streamline the client journey. Importantly, Core is also GDPR compliant and SEPA accredited, ensuring client data is safe.
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How can the software be specific to a hotel setup?
Core’s functionality can be configured to meet your exact requirements. Premier listen to your needs and configure the software to suit your business operations. Whether you are an independent spa or health club, or a large international hotel chain with spa and leisure facilities, Core offers a single and multi-site software solution. Providing you with a single database structure, Core can be used as a standalone or as a centrally-hosted server solution. The system is forever evolving just like your business. Its depth of functionality ensures that as you grow, Core can meet your on-going needs. A focused in-house development team provides firstclass software based on client feedback, utilising the latest tools to ensure technical requirements are met. Core is accompanied by a comprehensive support
TECHNOLOGY UPDATE
“Without Core we would not be able to run our business as efficiently and as effectively as we do.” Matt Linkin, Revenue Manager at Alexander House Hotels. package, including real-time advice from its in-house support team, software updates, and access to Premier’s browser-based app for quick, easy and effective appointment booking on-the-go. Training is also essential for a return on investment. Therefore each session is personalised to your business’ exact requirements. An extension to your team, Premier’s trainers focus on areas of the software you will find most beneficial. This training can be delivered at your spa/ leisure club, Premier’s offices or remotely.
Benefits of the platform for a business owner/ hotel manager: - Keep track of membership data in one place - Send automated marketing to retain and attract new
clients - Run reports in real time to keep a finger on the pulse of your business - Analyse client spend, generate orders, transfer products and manage product levels - Book appointments, classes and packages accurately and effortlessly time after time - Remain open for bookings, membership sign-ups and gift vouchers sales 24/7 with Online by Premier Software – Premier’s web-suite, available for free as part of a Core support contract - Integrate with leading PMS, payment interfaces and access control systems for a seamless client journey - Utilise Premier’s partnerships to improve brand visibility, increase revenue and improve operational efficiencies www.thehotelmagazine.co.uk
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SOFTWARE
A FRESHA APPROACH The world’s number one appointment scheduling software is free for hospitality businesses.
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ith many hotels now also providing beauty, spa and gym facilities for their guests, visitors, local residents and the local business community, managing appointments and team members, and accessing reports to see how these facilities are performing commercially is important. Equally, guest communications and marketing promotions, news and events are too. While many hotels include these facilities for staying and paying guests, many open these facilities up to the general public, through gym and spa memberships, and provide access to their hair and beauty services by appointment. Often these facilities can be managed and owned by independent service providers or franchisees. Fresha – the world’s No.1 top-rated booking software As the world’s No.1 subscription-free appointment scheduling software, Fresha is ideally suited to hospitality businesses where an appointment scheduling and marketing resource is essential. With over 60,000 hair, beauty, spa and wellness partners and 200,000 professionals using Fresha to manage their calendar and team, promote their business and protect incomes from no-shows and late cancellations – including gyms and fitness businesses – Fresha is the go-to platform. With appointment scheduling and calendar management, an in-built marketing suite with auto-campaigns and Blast marketing campaign features, in-depth reports, and a new e-commerce feature that enables partners to create an online store and sell products directly to customers, Fresha is transforming the software landscape. And the best bit – Fresha is 100% subscription-free and most of its features are free-to-use.
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Fresha Store is here – create your own online store William Zeqiri, Fresha CEO and founder: “Partners can have unlimited team members, locations, product inventory, bookings and client notifications, and now they can create an online store too. There’s huge potential for salons, spas and wellness businesses to sell products online and we’ve made this a reality from within the Fresha platform.” Fresha offers premium SMS text and Blast marketing features at very competitive fees, and Fresha Payment processing for seamless payments online or via a contactless terminal, but everything else within Fresha is free-touse. “We charge a competitive transaction fee of 1.29% +20p, so Fresha receives fees only when our partners generate an income from appointment bookings and online sales,” says William. Generate new customers – meet Fresha marketplace Key to boosting success for its partners is Fresha marketplace*. This consumer-facing part of Fresha is a powerful search engine that consumers use to find their nearest beauty or wellness business. “Fresha has processed over 250 million appointments worldwide and Fresha marketplace helps generate new clients for our partners. People commuting or visiting an area and looking for wellness services can book via the Fresha website and App and consult reviews to give them complete confidence.” To benefit from the industry’s most comprehensive, subscription-free appointment scheduling platform, visit https://www.fresha.com/for-business * Fresha marketplace: a 20% one-time commission is charged for new clients only on their first appointment. Normal transaction rates apply of 1.29% + 20p
Restore the Rhythm Your business may be back up and running, but understandably, it may not be quite back to normal just yet. Playing music is one way in which you could help get your business back to its best. Even small changes could make a big difference, and music could help enhance the atmosphere, lift the mood and create a more positive environment. If you are going to introduce music, or if you are already using music in your business, you’ll usually need a music licence. TheMusicLicence covers virtually all commercially released music available – millions of songs & recordings, including the most popular & well-loved music, not just from the UK, but globally. So while you are making all of the arrangements to get your business back to its best, now is the perfect time to turn the music back on and ensure you that you are appropriately licensed, and set up TheMusicLicence for your business.
Music could help your business get back to its best.
0800 0868 801 pplprs.co.uk/restore-the-rhythm TML Full Page 2021.indd 1
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NEWS
CELEBRATING SCENERY Hotel group makes CHAS donation following sale of landscape calendar.
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hildren’s Hospices Across Scotland (CHAS) have received £500 from the sale of a 2022 calendar celebrating the scenery around the Crieff Hydro of Hotels. The family of hotels which are located in Peebles, Crieff, Dundee and the West coast of Scotland, invited guests to submit snaps of the local landscapes surrounding the hotels that they had taken during their stay, with the best compiled in the calendar. Nic Oldham, Head of Customer and Commercial at Crieff Hydro Family of Hotels, said: “We are pleased to donate the proceeds of our 2022 calendar to CHAS. “We hope the money will help them continue the vital work they do with families across the country. “We would also like to thank all guests who took the time to submit photos and gave us so many beautiful images to choose from.” Imagery featured in the calendar includes the River Etive located near Kingshouse Hotel, Ballachulish Hotel, and Isles
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of Glencoe; and Lady Mary’s Walk which is close to Crieff Hydro Hotel and Murraypark Hotel. Crieff Family of Hotels is lucky enough to have eight of their properties in aesthetically pleasing locations throughout Scotland which showcase the panoramic views of the Highlands, Perthshire, and the Borders. Angharad Low, Corporate Partnerships Manager at CHAS said: “We would like to thank Crieff Hydro Family of Hotels for their donation. “Every penny raised will support families caring for a child with a life -shortening condition right across Scotland, keeping joy alive even in the hardest times.” Now in our 30th year, Children’s Hospices Across Scotland (CHAS) has been providing help and support to families across Scotland. It is the only charity in Scotland that provides hospice services for babies, children, and young people with life-shortening conditions. For more information please log onto: www.crieffhydrofamily.com/
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