Hotels, hospitality, travel
UK Business Airport
Situation
Passenger numbers of a UK business airport stalled shortly after its launch.
Action
After a review of the operations and marketing activity, our consultant planned and executed a profile raising drive - targeting destination cities and local business - using focused direct marketing and loyalty schemes for businesses travellers. This was supported by appropriate advertising to the business community in the UK and in destination markets, and by an active, sustained media campaign. Face to face marketing activity entailed familiarisation visits for travel agents in the UK and continental Europe.
Result
Throughput tripled within six months, with a sharp increase in incoming passengers and heightened awareness of the airport by both the travel trade and business travellers.
Four star hotel
Situation
A company’s intent to sell its loss-making 160-room four star hotel in a regional city in Germany required asset building for the hotel operation.
Action
Our consultant spent some time in interim management in the property to review the hotel’s marketing and sales strategies and to define plans to improve its situation. The revised strategy introduced a relationship building programme. This required senior level key account management to retain important corporate clients, a refocused customer service provision and frontline staff training. The strategy also included a revenue management system to manage high and low occupancy periods and a highly visible communications campaign in the city to re-ignite interest, which entailed collaboration with the GDSs.
Result
Within 12 months, the hotel was profitable and the company owners sold it six months later to a notable German hotel company.
This is an example of the experience of our consultants.
Destination tourism, marketing and business development
Post industrialised English city
Situation
A regional, industrialised city in England, without the reputation of a tourist destination, decided to employ tourist appeal to the city as a driver for its economic development.
Action
Our consultant focused on attracting conferences and major events to the city so that visitors and businesses could experience the quality and appeal of the city and its environment. We developed productive partnerships with the tourism industry and researched and assessed new prospect initiatives that complimented the existing destination offer.
Result
The economic impact of the tourism industry in the city doubled in three years. It has successfully hosted major international conferences and events and grown its reputation and profile substantially.
Caribbean destination
Situation
A Caribbean destination with excellent air travel connections, particularly from the UK and very good accommodation provision was disadvantaged by its underdeveloped conference and incentive market.
Action
Our consultant concentrated the campaign to the MICE trade which included familiarisation visits, targeted direct marketing and educational events and activities. To support the campaign, we developed and ran a public relations campaign targeting the European business community.
Result
Within a year, we had put the destination on the map for conferences and business, sales and performance incentives from the UK and continental Europe, and successfully exploited the resulting business opportunities.
This is an example of the experience of our consultants.
Schools, colleges and course providers
Premier international training provider
Situation
A major international language training provider urgently needed to revise its business model away from its UK focus in order to remain commercially viable.
Action
A review of overseas locations - popular with European and Far Eastern educational agents and prospective students - focused on Australia, Canada, Ireland and Malta. Because of its attractive cost base, warm climate and Mediterranean appeal, the decision was made to begin with Malta as a first step.
Result
The centre in Malta was profitable within a year and has since grown substantially in size and the range of services offered.
Sixth form college
Situation
An independent sixth form college with an excellent academic reputation experienced declining student numbers.
Action
Customer satisfaction reviews highlighted a need for enhanced student social programmes and indicated changes in the education provision market. We refocused social activities and services to appeal to student interests that had evolved over recent years. We revised the agency network and developed better co-operation with the British Council. The introduction of alumni programmes helped to sustain a high profile among potential students through recommendations and word of mouth.
Result
On the back of the favourable word of mouth activity, student numbers increased within a year, boosted by improved agency performance resulting from appropriate advice, better administration systems and stronger relationships.
This is an example of the experience of our consultants.
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