A key part of the initial strategy has been to build on the core revenue streams of rooms and banqueting business. Working with our contacts in the industry and specialist marketing agencies, Inn-telligence quickly initiated a brand make-over including new corporate literature. Key strategies to establish a viable and sustainable platform for growth were:
- Listing of the hotel on Extranets such as laterooms.com, booking.com and lastminute.com
- Redesign of core collateral including a wedding pack to “sell” the facilities more effectively
- Subscribing to GDS in order to reach the worldwide travel agent community.
- Sales strategy to pro-actively target local corporate companies for contracted business
- Implementing a ‘two pronged’ marketing approach to both the local community to grow food and liquor sales and the wider national corporate market to boost rooms and conference revenue.
- Joint marketing with Stansted Airport to exploit the hotel’s prominent location
Despite the troubled economic climate, which lead to the hotel’s business failure and the continued challenging trading conditions in the hospitality market, Great Hallingbury Manor has quickly re-established itself as a provider of quality accommodation to the corporate market. In addition, levels of confidence in the success of the overall business model remain high.
Great Hallingbury Manor is a Tudor style mansion located near Bishop’s Stortford in Hertfordshire, and just 4 miles from London’s Stansted Airport. Having originally been a 6-bedroom B & B, the former owner embarked on an ambitious expansion project in 2008 with the intention of creating a deluxe four star property. Unfortunately due to a combination of circumstances the hotel was placed into Administration in March 2010 by the lending bank, Barclays.