A SELECTION OF PAST & CURRENT
Consultancy Projects
River Projects
As Commercial Director, currently in a Non-Exec capacity, I provide branding/concept insight, market and feasibility analysis to investors seeking to enter the boutique and alternative hospitality market in the UK and Europe.
Key responsibilities and deliverables:
Brand & Concept development | Market Analysis | Guest Journey | Revenue Strategy | Marketing Strategy | Sales Development
Villa Menaluna, Piemonte, Italy
I am the owner, designer, developer and manager of a newly renovated luxury villa rental in the UNESCO-designated wine region of Piemonte, Italy.
Key responsibilities and deliverables:
Website Building | Market Analysis | Guest Journey | Revenue Strategy | Marketing Strategy | PMS Configuration | System Partner Contracting, Management & Configuration | Interior Design
Sorted Stay, UK
A leading operator of a portfolio of serviced apartments and houses, I was approached by the Directors to assist in a review of their business in preparation for planned expansion and an uplift in their service delivery.
Key responsibilities and deliverables:
Business Mentoring | Market Analysis | Guest Journey | Revenue Strategy | Marketing Strategy | New PMS Configuration | System Partner Contracting, Management & Configuration | Team Mentoring | Operations Review | Service Standards | Website
Apricus Locanda, Liguria, Italy
Reopening in April 2022 after a major refurbishment and expansion from 6 to 11 rooms, this boutique hotel is a true gem, with unique styling and a stunning location.
Relais Almaranto, Italy
Launched in July 2021, Relais Almaranto offers 23 luxury boutique rooms in the heart of the UNESCO wine region in Piemonte, Italy. Additional businesses on site include a formal restaurant (Adagio), casual restaurant (Anima), three meeting and event spaces and a professional cooking school.
I initially conducted a business strategy report on the regional hotel market, financial and market analysis of the planned hotel development including room configuration, pricing and product, as well as general guidance on revenue, sales and marketing strategies and operational delivery of the brand.
The project continued with development of the full sales and marketing strategy, set-up of revenue management practices, PMS configuration, digital and social media planning, hotel operational guidance, development of the guest experience processes, as well as owner and team mentoring and training.
For their first month of operation the hotel reached maximum occupancy and 74% of all secured revenue came direct to the hotel or via its own website, proving the revenue management strategies put in place to control OTA dominance and increase bottom-line profit, had worked. Despite opening in the middle of the 2021 Covid-19 travel restrictions, Almaranto had a very successful first season.
Key responsibilities and deliverables:
Business Mentoring | Website Building | Market Analysis | Guest Journey | Revenue Strategy | Marketing Strategy | PMS Configuration | System Partner Contracting, Management & Configuration | Team Mentoring
Image courtesy of The Pilgrm London
The Pilgrm, London
From inception of the brand in 2016 through to its launch and beyond, I’ve worked with the owners of The Pilgrm from the beginning. Using my broad management and leadership experience across Operations, Revenue Management, Sales, Marketing and Brand Delivery, and working with my network of system partners, I led the team to bring The Pilgrm’s guest journey to life - both online and onsite.
Key responsibilities and deliverables:
Guest Journey | Service Delivery Concept | Revenue Strategy | Sales & Marketing Strategy | PMS Configuration | System Partner Contracting, Management & Configuration | Copy Writing | Team Mentoring
Casa Del Roseto, Italy
I worked with the owners to help launch their new Bed & Breakfast business, situated in a 150 year-old farmhouse in the heart of the Piemonte region.
I advised on a range of topics, from service delivery tips and room set-ups, through to pricing, channel management, photography, website design and reputation management. The ultimate goal was to encourage as much business direct to their website as possible, so as to reduce reliance on OTAs.
Within six months of opening, 90% of their confirmed business was coming to them directly as a result of the strategies put in place, channeling enquiries direct via email or phone.
Key responsibilities and deliverables:
Guest Experience | Rate & Revenue Strategy | Marketing Strategy | Reputation Management | Website Design | Photography | Copy Writing
Rinova Projects
Rinova Projects is an architects firm based in Milan, Italy and with a focus on projects in Northern Italy around the Lakes, Piemonte and Lombardia.
My consultancy on a potential hotel project with Rinova in Lake Como led me to being asked to redesign a simple website that the owner could then manage himself. The original website had not been touched in many years and was not doing justice to the breadth of service offered, nor showcasing the completed projects.
I provided Rinova with a clean and simple website to their specifications, which could be easily updated by the owners in their own time.
Key deliverables:
Hotel Project Feasibility | Website Design
Image courtesy of My Hotels Group
My Hotels Group
My Hotels Group operates two four-star central London hotels in Bloomsbury and Chelsea, and a third four-star hotel in Brighton. I was asked in 2016 to provide a management report analysing business performance and operational strategy across the three hotels.
The analysis led to reviews of rate and revenue strategy, market positioning, sales and marketing practices an updating the guest experience. New standards were set across all areas and a refreshed marketing strategy was launched on digital platforms.
I continued to work with My Hotels Group until the end of 2017 where I transitioned my focus over to the new sister brand of The Pilgrm.
Key responsibilities and deliverables:
Board Advisory | Revenue Strategy & Management | Sales & Marketing Strategy & Management | Team Mentoring | Digital Marketing | Copy Writing
Image courtesy of Four Seasons Hotels & Resorts
Four Seasons Hotels & Resorts
I originally worked with Four Seasons Hotels & Resorts (FSHR) in 2016 to provide consultancy on the potential launch of luxury residences at the soon-to-open Four Seasons Hotel at Ten Trinity Square, London.
My services included a full market and brand competitor analysis, market rate positioning analysis, residence guest experience building, sales and marketing strategies, booking terms and booking practices and the revenue management strategy.
I returned in 2017 to update the consultancy report based on new figures, and to assist the onsite team in launching the luxury hotel residences to market.
Key responsibilities and deliverables:
Revenue Strategy | Marketing Strategy | Competitor Analysis | Industry Analysis | Team Mentoring
Image courtesy of The Zetter Group
The Zetter Group, London
I originally worked with luxury boutique brand The Zetter Group in early 2014 to provide a top-down analysis of the business covering Sales, Marketing, Digital, PR and Revenue Management across three London hotels. The report was used by the Management to review operational set-up at head-office level and to give a new focus and direction to the team, particularly around areas relating to the guest experience, hotel product positioning and execution of sales and marketing practices.
I remained with The Zetter Group in the capacity of Non-Exec Director until the end of 2018 to work with the Board in an advisory capacity, and also to mentor the senior team covering Revenue, Sales & Marketing to deliver on the strategies put forward. I handed over leadership of the strategy to the senior team upon completion of the project.
Key responsibilities and deliverables:
Board Advisory | Revenue Strategy | Sales & Marketing Strategy | Team Mentoring
Select Apartments, UK
Select Apartments is one of the UK’s longest-established serviced apartment booking agencies, opening in 1998. It offers apartment options in over 230 cities worldwide and has booked over 750,000 nights around the world.
I was asked to conduct an internal review of their sales and marketing strategy and to make new recommendations on how to develop their business, in what is a very competitive market.
We worked together on improving their marketing capabilities and to assess new markets for attention, as well as exploring potential international partnerships to help expand the pipeline of opportunities.
Key responsibilities and deliverables:
Sales & Marketing Audit | Marketing Strategy | Competitor Analysis | Industry Analysis | Team Mentoring | International Partnerships
PAST
Management/Director Positions & Key Experience
30 year hospitality career spanning all departments within the hotel and serviced residence sectors, as well as the London property market. Major roles since 1994 include:
Non-Executive Director, The Zetter Group
Managing Director, Deep Blue Apartments
Sales & Marketing Director, Jumeirah Hotels & Resorts
Regional Director, Sales & Marketing, The Ascott Limited
(incorporating Ascott, Somerset & Citadines brands)
Executive Director, City Apartments, London
Sales & Marketing Director & International Accounts Director, The Ascott Group
Director, Property Management & Client Services, Chard Lettings