The client is a hospitality company with several boutique hotels around the UK. Management cited seasonal revenue generation as a key challenge, and also expressed longer-term concerns about the changing hospitality environment.
Our consultants identified several main challenges. The business suffered from a lack of joined-up thinking between departments, while various back-office processes needed streamlining. Uneven revenues reflected fluctuations in seasonal demand, while COVID-19 has adversely impacted the sector at large.
Our consultants conducted a business analysis inventorying the client’s strengths and weaknesses before formulating a tailored marketing strategy. Our approach focused on customised offers, getting the hotels listed on leading hospitality platforms, a rebrand and a new digital marketing strategy. We implemented these changes over two years, dividing the process up into four key phases:
Initiation: We conducted competition and market analyses, feasibility studies and risk assessments.
Planning: In consultation with the client, we developed and redefined the scope of the project. We then moved to sourcing and allocating resources and mapping out the company journey. At this stage, we involved key stakeholders in various financial and procurement decisions.
Implementation: In this phase, we implemented and monitored our strategies. We recruited and trained new personnel as well as formulating new performance indicators and working procedures. Our marketing strategy, which involved implementing offers to match client purchase behaviour, was put into effect. Based on our success at this stage in the project, the client asked us to extend the scope of our brief to include creating new revenue streams. We opened the hotels for B2B and corporate functions, as well as community events in the Food and Beverage sector. These extra revenue streams used existing resources to maximise profits.
Closure: Our consultants moved to a supervisory and advisory role as we approached handover.
With our consultants implementing new revenue streams for the client, profits increased by 30%. The hotel occupancy rate throughout the year was stabilised to 93% month-to-month in off-season, while brand awareness and CSR involvement improved dramatically.
We provide business analysis and strategies to hospitality start-ups, SMEs and established ventures. If you are interested in a consultation, contact our team today.