metro inns hotel management case study

Metro Inns, UK

www.metroinns.co.uk

The Brief

Metro Inns was formed in 2006 to support the acquisition and expansion of a new budget brand in the UK. The five hotels, formerly Hotel Formule 1, were acquired from Accor. The hotels were re-branded as Metro Inns and opened early 2007. The hotels were located in accessible and thriving towns along the A1 route in England and Scotland: Peterborough, Doncaster, Teesside, Newcastle and Falkirk.

The vision was to establish Metro Inns as the market leader in the low budget sector by becoming the “best in class” budget brand hotel group.

Structure

The board was made up of 4 Directors, all successful entrepreneurs in their own right with a mixed background of hospitality, leisure and property. They appointed the Inn-telligence team to fulfill the remaining disciplines including recruitment & training; finance and sales & marketing plus the day to day operation of the 5 units.

Staff Solutions

We inherited a small percentage of staff and recruited the rest of the team, eventually employing 55 members of staff including one National Sales Executive and one Regional General Manager.

Sales & Marketing Strategies

metro Inn banner 

New Brand 
Developed and launched a new brand (logo, website, core collateral, sales tools & marketing campaigns) 

Target Markets
Core markets were special interest groups, contractors and tradesmen and the student & youth markets, the latter generating in the region of 150K per annum.

e-Distribution optimisation programmes ensured www.metroinns.co.ukalways appeared on page one of the search engines. Hotelinfo ensured that Metro Inns had GDS presence allowing them to participate in affiliate programmes and dot com connectivity which generated in the region of 50% of the total room bookings.

Advertising
Successful B2B advertising campaign via UK travel- trade press reaching a circulation of over 100,000

Members of

Sales Achievements

Much of the corporate and groups business was secured by our own sales activity; in the first 10 months, we secured over 2,000 room nights and just over 50K of contracted business