Commercial Services

Commercial Services

Commercial Services

High performance driven by our nimbility.

Our state-of-the-art Commercial Hubs brings together specialist teams of sales, marketing, revenue, analytics and reservations people, allowing us to be nimble and agile when responding to a rapidly changing global market and purchasing behaviour changes. Delivering industry-leading expertise and the highest levels of profit for our hotels around the world, we are dynamic with one eye on tomorrow.

Our lightning fast actions allow us to quickly identify and take advantage of new opportunities in our established networks and seek out new markets with equal success. 

Revenue Management

We know our ADRs from our GOPARs. In addition to using ‘best in class’ revenue-generating brand tools and systems, our Performance and Analytics team draw on greater analytical and decision-making capabilities through industry-leading insights. We provide a 360-degree revenue approach for all aspects of our business, to deliver maximum profits.   

With fingers firmly on the pulse, our revenue teams review hotel performance on a daily basis, ensuring revenue opportunities are maximised at all times. We pursue the market relentlessly so we are always ahead. A unique blend of experience and expertise, with over 150 years’ experience in the team, we provide specialist support and system knowledge to fit a range of individual requirements, whether a branded or independent property.  

Central Reservations 

Our centralised reservations team take care of our guests’ requests quickly and personally - whether for a group, weddings, meeting or events. Our teams work alongside each other ensuring we leverage the power of the collective within our Commercial Hubs and as a community. We’re really good at delivering cross-selling opportunities, sales lead generation and further supporting high-performance profit delivery for our owners.

Sales

Within our nimble sales teams, we galvanise our selling power as a large group of hotels, providing a systematic approach from enquiry to conversion. We understand our clients, collaborators and guests’ mindsets because it’s our mindset too.  We are able to accelerate opportunities really quickly to uncover opportunities across markets by combining proactive and reactive sales.

Our specialist teams support our UK and international portfolio.

Global Sales - National & Central Sales

Both global and local, our industry-leading technology complements the people power of our Key Account Managers, allowing us to drive revenue and efficiently cross-sell our portfolio through collaboration within the Commercial Hub, regardless of brand.

With a setup fully aligned to hotels, the combination of technology supported by our expertise allows us to respond to customers quickly and maximises our sales conversion. Platforms we regularly engage with include Lanyon, Travel Click, meetingbooker.com, meeting broker, social selling tools and our own bespoke CRM systems.

Marketing & Communications

Our dynamic marketing team is experienced in delivering multi-channel campaigns that support our growing hotel portfolio, across all business sectors and international borders.

We’re true innovators in our approach, whether launching a new hotel brand, opening a new restaurant or creating inspiration for weddings, meetings and events, we are BIG vision people but know the details matter. We’re constantly evolving to stay ahead of the curve to drive our hotels’ online presence, driving need periods or maximising market share. 

We work dynamically with our collaborators, whether it’s bolstering our design expertise or working in partnership with Halo to provide us with global communications support, giving us the agility to broaden our reach in new markets to support our growing hotel portfolio.

Don't just take our word for it - some case studies are below to show our commercial success. Get in touch today to talk to us about working with you to deliver industry-leading returns. 

Back to top

Joanna Fisher

Group Commercial Director

Our Commercial Hubs feature the people power of:

Revenue Management

  • Full Revenue Management services
  • Daily hotel performance reviews
  • Using ‘best in class’ revenue-generating tools to provide a 360 degree approach

Performance and Analytics

  • A dedicated team to deliver exceptional analytical and decision-making capabilities through industry-leading insights and business intelligence tools 

Reservation, Meetings & Events Services

  • A centralised reservations services for a group, weddings, meeting or events
  • Delivering cross-selling opportunities and sales leads generation
  • Supporting high performance profit delivery for our owners

Our global sales teams are people powered by:

National Sales

  • Project business
  • Leisure
  • Meetings & Events
  • Corporate Accounts

Central Sales

  • Hotel Sales Support
  • Meetings, Weddings & Events
  • Local Corporate accounts
  • New business conversion 
  • Incremental revenue opportunities 

Marketing & Communications

  • 90% of our services are delivered by our in-house team
  • Multi-channel campaigns
  • CRM and E-marketing through our bespoke dedicated platform
  • Performance marketing including SEM and Meta Search
  • Social Media support
  • A web to print service 
  • Creative and content creation services for all hotels
  • Global communications and public relations

 

Case Studies

Transforming a globally branded Central London hotel to an iconic independent hotel

Following a competitive process, we were selected as the brand integration operator, working directly with the hotel owners, to transform an iconic Central London property from a global brand into an independent hotel. 

With our renowned nimbility, we led the development of a brand that stood out in the competitive London five-star marketplace and that resonated with domestic and international guests - we even helped put forward the new playful and memorable name.

Across all of our Management Services touchpoints, we implemented a comprehensive integration plan for the re-branding transition period, detailing a critical path to the delivery of the independent hotel. This included specialist areas in Finance, IT, Revenue Management, Sales & Marketing, People Development, Operations, Food & Beverage, Health & Safety and the Spa & Health Club.

Kew Green Hotels’ Commercial Hub led the implementation of an omni-channel approach to drive business through the hotel’s newly created independent website, as well as via online travel partners and consortia agreements. This included the integration of a Property Management System, Global Booking Engine and a Customer Relationship Management tool.

A public relations, digital marketing and social media campaign was developed to build awareness of the new brand, retain existing guests and acquire future followers and guests.

In addition to the commercial activity, Kew Green Hotels supported HR requirements with the recruitment of key roles, undertook a full audit of IT requirements including in -room technology as well as developing a detailed hotel rebranding operations plan for Food & Beverage, Health & Safety and Spa & Health Club.

The Kew Green integration planning took the hotel up to the full handover to an independent hotel in November 2020, where operations were handed over fully to the hotel. 

Launching a new events destination, Storyboard at Shepperton

As both hotel owners and operators, we speak your language. Working in collaboration with the hotel owners at The Holiday Inn London Shepperton, we supported them with an extensive transformation in 2021. This included the launch of Storyboard at Shepperton, a new aspirational and contemporary events destination, setting the scene for weddings, celebrations and meetings up to 250 guests.

The hotel simultaneously underwent an extensive transformation of the 184 bedrooms, launched a new dining concept with The Wings Restaurant, Bar and Terrace as well as new wellness experiences and re-designed welcome areas. 

We worked with the construction teams to implement a state-of-the-art events space, open kitchens and open lobby concept aligned to evolving guest preferences.

Our Commercial Hub helped to create the concept and deliver the digital and print assets for Storyboard, whilst leading an omnichannel launch campaign to embed Storyboard as a leader in the events space for weddings, meetings and social events, complemented by the global recognition of the Holiday Inn brand. Our extensive network across our commercial team activated an awareness campaign to drive conversions for short-lead business as well as longer-lead opportunities.

Rebranding a mid-scale hotel portfolio delivering a RevPAR growth of 48%

We took over the management contract for four mid-scale properties situated in UK urban locations which were not benefitting from any market compression. 

As experienced operators, we successfully repositioned, rebranded and refurbished and delivered a cumulative RevPAR growth of 48% over four years, this compared to the regional market RevPAR growth of 13.6% growth in the same window.

We also delivered a healthy improvement in EBITDA, with an 8% improvement on margin added over the four year period, and further augmented by the 24% uplift in total top-line sales.