Our Commercial Hub, which consolidates sales, reservations, performance analytics and revenue management, allows us to perform at the highest levels in delivering profit for our hotels.
This structure is instrumental in ensuring we are quick to respond to rapidly changing markets and that we lead the inndustry in our approach.
The Commercial Hub encompasses 5 teams under 2 departments:
- Regional Revenue Management
- Performance and Analytics
- Reservation Services
- National Sales
- Central Sales
With the teams working closely together, we can react quickly and effectively to market and purchasing behaviour changes. We are able to identify and take advantage of existing opportunities presented, and seek out new markets with equal success.
In addition to using ‘best in class’ revenue generating brand tools and systems, we also draw on greater analytical and decision making capabilities through insights from our Performance and Analytics team. We provide a true total profitable revenue approach supported by industry leading metrics for all aspects of our business.
Our regional revenue team review hotel performance on a daily basis, ensuring revenue opportunities are maximised at all times and drive the medium term revenue strategy to ensure we are ahead of the market. With over 150 years’ experience in the team, supporting branded as well as unbranded properties, we provide appropriate support and system knowledge to fit a range of individual requirements.
Our centralised reservations services team guarantee that our guests’ needs are met quickly and our response is personalised to their specific needs. Having the teams based together at the Commercial Hub facilitates cross-selling opportunities and sales leads generation.
Within the sales teams we are able to take advantage of our selling power as a large group of hotels and provide an approach to booking and follow up which results in maximised conversion. We mine the market thoroughly by combining proactive and reactive sales.
The teams’ responsibilities are as follows:
- Meetings & Events
- Corporate accounts
- Hotel sales support
- Meetings & Events
- Local corporate accounts
- Incremental revenue opportunities
Our structure with Key Account Managers allows us to drive ‘share of wallet’ across the whole portfolio, driving efficient cross selling and maximising revenue in clusters through collaboration within the Commercial Hub, regardless of brand.
The setup is fully aligned to hotels and allows us to respond to customers quickly. We are dedicated to applying industry leading technology to maximise our sales conversion. This includes SalesForce.com, Lanyon, Travel Click, meetingbooker.com, meeting broker, social selling tools and our own bespoke Meeting, Incentives, Conference and Events CRM system.
A multi-level structure of Sales Co-ordinators, Executives and Managers allows us to create a talent pathway from hotel to Central Sales to National Sales and through this we can retain outstanding people who grow within our business and deliver the best results for our hotels.
Within Revenue, our in-house learning and development programs ensure that we’re able to attract and retain outstanding people, growing and developing our teams’ talent. This includes our Revenue School, a 1-year development program aimed at developing Revenue Managers of the future.
From rolling out new a Property Management System to 21 hotels in a 4-month window to taking on management of hotels or opening new hotels, the team has proven track record for strong integration and project delivery. For example, following the management takeover of the Holiday Inn Derby – Riverlights in December 2015, and upon implementation of Kew Green ways of revenue management, we delivered a RevPAR growth of +25% YoY coupled with a market position improvement of +24.2% YoY over a nine month period.
Directors: Joanna Fisher and Anael Peu