Great Hallingbury Manor, an Inn-telligence hotel management case study
In June 2010, Inn-telligence was approached by the Administrator, Zolfo Cooper to devise a strategy which would re-establish the hotel and generate the levels of revenue and EBITDA, which would justify an adequate sale price and minimise any bank loss. In July 2010, a new operating company was formed – Great Hallingbury Events Ltd – and Zolfo Cooper appointed Penny Brown and Ben Elder to head the new company which in turn would operate the hotel. In addition to operating the business, Inn-telligence has been involved in providing relevant industry advice to both Barclays and Zolfo Cooper in terms of the overall strategic vision for the property and the best way forward in terms of market positioning and commercial investment. Staff Solutions Inn-telligence managed the initial handling of staffing transfers according to TUPE regulations and as part of the ongoing management of the hotel are responsible for all HR and statutory issues relating to staffing. The hotel currently employs 38 full and part time staff.

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.

The Background

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.

www.greathallingburymanor.com