Somerston Hotels is one of the UK’s leading hotel firms, operating 33 Holiday Inn Express and Hampton by Hilton hotels in key leisure and business destinations across the country. In combining its industry knowledge with ongoing relationships with some of hospitality's most respected organisations, including licensors IHG and Hilton, the company prides itself on meeting corporate market requirements through its purpose-built properties and facilities.
In her role heading up Somerston Hotel’s field sales team, Sales Director Kelly Jolliffe was looking to develop and expand the company’s business-to-business activity. "In the past we’d spend hours sourcing leads and visiting sites ourselves. Now we just click a button and they’re there, it saves us so much research time,” Kelly said.
This functionality was particularly effective in helping Somerston target construction companies for the launch of Business Advantage with a dedicated email to support in fast tracking applications email@example.com. Designed specifically for small to medium sized businesses, the free to join programme offers easy booking and payment options alongside a range of member rewards for 360 hotels in UK covering Holiday Inn Express, Holiday Inn, Crowne Plaza, Intercontinental Hotels, Hotel Indigo, and Staybridge Suites.
“The company information in Glenigan has been key in identifying the marketing prospects to target," Kelly added.
“Focusing on the construction and retail sectors, we needed to know about any significant projects that might be coming up in the vicinity of our hotels,” Kelly explained. “At a strategic level we were also interested to know where our competitors were developing new builds.”
A full company subscription was rolled out to each member of Somerston’s sales team who, supported by Glenigan, set up searches that would return data specific to the territories they covered.
Kelly said: “Subscribing to Glenigan was quite an investment for us so I wanted to monitor our ROI as far as possible. “It demonstrates that it is worth every penny and is key to what we do. We’ve even integrated Glenigan into the company’s new strategic training plan which tells you how highly we value it.”
Somerston Hotels is delighted with the return it has seen on its investment in Glenigan. 2013 revenue for retail and projects was up 23% against the previous year (Jan-Sept), equating to the construction industry placing 15,861 rooms across the estate versus 11,800 for the same period last year, with Glenigan a key driver of this.
Read the full case study (PDF)