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‘Remote but a leading Country-house Hotel with good conference and banqueting, Spa and corporate trade which needs strengthening of restaurant trade and loyalty. Large restaurant facility can often lose atmosphere when empty’
Operative Solutions
- Project collateral to appeal to a localised demographic to key feeder towns and existing users to use dining facilities
- Benefits centred around restaurant with opportunity to use dining rewards to use other facilities such as rooms, upgrades and pampering
- Hotel provided complimentary inclusion to Design Restaurants network and thereby giving them instant access to approx. 18,000 fine dining regulars
- Improve appeal and awareness in calling approx. 5,000 individuals through-out course of campaign
- Members incentivised to provide likeminded referrals to ensure maximum market penetration
- Staff trained proficiently to ensure members are treated with recognition and value
- Systems in place to collect non member and member data for retention marketing plans
Outcome
Near by professionals have been given a reason to consider trialing or re-using their local property. Membership has removed typical barriers to usage (too far away, no atmosphere, not considered as other local restaurants heavily advertised etc), and incentivised regular visits. Hotel has maximised revenues in all departments. Restaurant covers have improved by 38%. Treatment revenues in the spa facility is up by 7%. Rooms revenue by 3%. Hotel no longer need to advertise dining offers and events using the expensive local newspaper as key consumers are available through my personalised email and direct mail tailored approaches.
