In 2015, B+B York was rather an unusual acquisition. Normally the hotels acquired have financial or managerial problems, but B+B York, formerly The Groves was already successful and trading profitably.
As a consequence, the goals shifted. This time the opportunity was to build on the existing business by improving product visibility and quality. The perception of quality was driven by improving decorative touches and standards of service. The objective being to drive revenue through average room rate and occupancy in low periods.