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.
We acquire 21 hotels and deliver a 200%+ growth in EBITDA over 3 years
We led the seamless acquisition of a large portfolio of hotels in locations complementing the existing Kew Green Hotels portfolio.
The opportunity existed to retain the brand, all trade and assets whilst significantly enhancing profit conversion. We agreed a wholesale capital expenditure programme with the global brand franchiser to fully transform the hotels, alongside implementing restructuring aligned to Kew Green Hotels’ structures and revenue strategies within the first three months.
We delivered EBITDA growth of 62% between FY2014 and LTM February 2015. EBITDA grew by 151% from FY2014 to FY2015 with margin expansion of 17% from 11.3% to 28.1% over the same period, as a result of the realisation of the significant cost synergies.
Our industry-leading expertise led to an overall 200%+ increase in EBITDA between 2014 and 2017.
Managing and subsequently acquiring a small hotel portfolio delivering significant operational performance improvements
We jointly invested and took over the management of a small UK hotel portfolio as its previous owners went into administration. Undertaking an orderly handover from the existing global brand to Kew Green Hotels management, we implemented a rebrand into Holiday Inn Express within 7 days with minimal business disruption. We’re known for our lightning-fast reactions.
We improved profit margins and service delivery, and delivered favourable buying terms through our network of group contracts.
We delivered a 21% increase in Revenue from FY2012 to FY2017 and a 100% increase in EBITDA during the same period.
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.
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.
