Why should Members cluster?
Please Sit in your
Geographical Locations
Nort
Edinburg
h
h
Newcastle upon
Tyne
York
North
South
East
West
West
Birmingha
m
Cardiff
Eas
t
London
South
Norwic
h
Colchest
er
Portsmout
h
Introduction
Introduction to the topic and the panel
Harry Stewart
Introduction
Who are the south east cluster
Best Western Abbots Barton – Canterbury
Best Western Beachcroft – Bognor Regis
Best Western Donnington Manor – Sevenoaks
Best Western Frensham Pond – Farnham
Best Western Manor – Gravesend
Best Western Rose & Crown – Tonbridge
Best Western Russell - Maidstone
Who is in the SE Cluster
Abbots Barton
Canterbury
• 53 rooms
• Own grounds
• Mainly Leisure
• Car Parking x 70
• 5 mins to Cricket Ground
• 10 mins to city centre
Manager - Christine Cooper
Who is in the SE Cluster
Beachcroft
Bognor Regis
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32 rooms
Seafront Location
Mainly Leisure
Car Parking x 35
Indoor heated swimming
pool
• Manager Phillip Roberts
Who is in the SE Cluster
Donnington Manor • 59 rooms
Sevenoaks
• In a quiet village
• Mix Leisure/Corporate
• Car Parking x 120
• 15th century manor
house with a modern
twist (rooms)
Manager Mark Cotman
Who is in the SE Cluster
Frensham Pond
Farnham
• 51 rooms
• Country Location
10 mins from M3 J4
• Mix Leisure/Corporate
• Car Parking x 110
• Leisure facilities
Manager Kevin Halstead
Who is in the SE Cluster
Manor
Gravesend
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63 rooms
Nr Bluewater shopping
Corporate
Car Parking x 100
17 mins into central
London (Ebbsfleet)
Manager Nick Wilde
Who is in the SE Cluster
Rose and Crown • 56 rooms
Tonbridge
• Town Centre
• Mix Corporate / Leisure
• Car Parking x 43
• Historic Coaching Inn
Manager Richard King
Who is in the SE Cluster
Russell
Maidstone
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•
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42 rooms
Own Grounds
Mix Corporate/Wedding
Car Parking x 100
Kent Showground/
Leeds Castle
• Manager Brian Nelson
The Panel
Nick Wilde BW Manor Hotel Gravesend
Brian Nelson BW Russell Hotel Maidstone
Richard King BW Rose and Crown Tonbridge
Christine Cooper BW Abbots Barton Canterbury
Harry Stewart BW Central Office
Your Turn.........
• Please split into your area
• N
• S
• E
• W
• Please let us know what each area is
renowned for!
Please Sit in your
Geographical Locations
Nort
Edinburg
h
h
Newcastle upon
Tyne
York
North
South
East
West
West
Birmingha
m
Cardiff
Eas
t
London
South
Norwic
h
Colchest
er
Portsmout
h
Introduction
We have been operating for 5 Years
Started by Bruce Adams (BLM) who
stood aside after 2 meetings
Initially set up for better purchasing
Developed sales and marketing
1St Joint Exhibition at the Kent
Showground
Why form a cluster?
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•
•
•
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•
•
Do you talk to your nearest BW Members?
Do you view them as your competitors?
Do you trust them to work with you?
Do you lose Business outside Best Western in your area to
other brands?
Do you want to get a better understanding of your local
market conditions?
Do you chase the same local market share?
Do you want to reach a wider market for less cost?
Do you want to increase your presence, effectiveness and
profitability while still maintaining your individuality?
What Joint Activities Would Benefit
a Cluster?
• In your areas come up with ideas and
activities that could help you as a
cluster
• Ideas Discussion
Benefits
• Share the Business Refer business between hotels
keep it in the Cluster
• Work together to save money
• Reach a wider audience by working together on
exhibitions and share the cost of these events
• Share local knowledge prices etc
• Share training costs
• Explore purchasing options and compare prices
Benefits Cont..........
• Joint Marketing and Sales activity
• Support network for day to day issues
• Group representation with Best Western
• Joint Sales meetings organised with each Hotels
Sales Manager
How we operate
Bi monthly meetings
• Each hotel manager chairs and hosts the
meeting in rotation. Ensuring during the
following 2 months everything is actioned.
• Equal participation and shared responsibility
by all members
How we operate
SAMPLE AGENDA
Meeting Held at BW Russell on 7th September 2010
Welcome to Howard Darking – Director Best Western
Next year’s Cluster Members Fees – Outstanding
Matters outstanding from last meeting
Review Sales Marketing – Group Travel & Leisure, WTM
York Visit 12th October
Group accounts- income and expenditure
Review of current business
Any other Business
BN / All
BN/All
BN
BN/All
MC
MC/NW
All
All
How we operate
Guests that have attended
Howard Darking - BW Director
Mark Smith BW - Groups
Heather Lishman - Quality Tourism
Terence Sachee - Colourbond
How we operate Cont......
• Every meeting close by discussing current
business and future business in each area
i.e. accommodation trends, food and
beverage and functions.
• Every meeting is followed with an informal
light lunch
Sales and Marketing
Sales Managers from the cluster hotels
meet a minimum of twice a year to
formulate a sales and marketing plan
Sales and Marketing
Event
What it is about
22nd
Event UK
23rd & 24th
Group Travel and Leisure
Square Meal Venues &
Events
Birmingham NEC
Birmingham NEC - BW
attend this
Costs
Who is attending?
Sep-09
24th
Individual hotels attending Emma, Chris & Jan
travel costs as walk round Emma, Chris & Jan +
only
Other sales ?
Individual hotels attending Emma, Chris & Jan
Oct-09
22nd
South East visit to York
Visit to BW head office
Travel and accommodation All hotels
Travel market
Excel - BW attend this
travel costs as walk round
only
Alexandra Palace
2009 price £1863.55- prices
held 2010
Nov-09
9th - 12th
Jan-10
16th
Excursions Exhibition
Emma, Chris & Jan +
Other sales?
Sales and Marketing
Feb-10
£457 + VAT per Sq Metre
(£1828 + VAT)
£313 per sq metre + VAT (
£1492 + VAT)
All Hotels to take turns - rota
travel costs as walk round Emma, Chris & Jan + Other
only
sales?
?
Business Travel Show
Earls court
4th - 7th
Destinations UK
Earls court
23rd - 25th
Confex
Earls court
Best of Britain and Ireland
Travel and Leisure
exhibition
Olympia
£1320 + VAT
Dover cruise terminal
£540.00 + VAT
Kent 2020
Detling showground
2009 price £390.10
B2B
prices and date to be
confirmed
2009 price £333.50
Mar-10
17th - 20th
28th
Apr-10
22nd
Jun-10
Sales and Marketing
Some cluster members join on smaller
exhibitions and advertising outside of
the marketing plan if it’s even more
localised
What does it Cost?
What we pay £600 per hotel and top up if necessary
Time to attend six, 2 hour meetings a year
Hosting one meeting a year on rotation
Travelling and Accommodation when attending
exhibitions and central office once a year
What The South East Cluster as
achieved in 2010
Exhibited at
• Excursions – Travel Trade – London
• BOBI – Best of Britain & Ireland – London
• Kent 20/20 Business - Kent Show Ground
• Leisure & Travel – Dover
• Group Travel & Leisure –NEC – Next Stand to Best Western
Central Office Visit 2010
Presentations to Best Western York
Agenda
Welcome with David Clarke & Keith Pope
Revenue Management - Les Asplen & Andrew Ritson
Sales – Will Helsby, Head of Agency & Corporate Sales
Overview of E-Commerce - Jason
Marketing and Public Relations –Tim Wade, Head of Marketing
Beacon Purchasing – Chris Durant, Director of Beacon
Central Reservations & BW Venues
Showcase your hotel to Central Office Staff
Familiarisation Trip 2010
Familiarisation trip from Reservations & Venues to all hotels (Kent)
Friday
Arrive Ebbsfleet International – only 14 mins from St Pancras (Euro star)
Night out and accommodation & Breakfast at BW Manor Gravesend
Saturday
Shopping Visit to Bluewater Largest shopping centre in UK ??
Lunch at BW Donnington Manor – Gravesend
Visit to BW Rose & Crown Tunbridge
Bodium Castle for Ice Cream
Trip on the Kent & Sussex steam railway
Pre dinner drinks and dinner at BW Russell Hotel
Accommodation and Breakfast at BW Abbotts Barton
Sunday
Walk trip around Canterbury
Lunch at BW Abbots Barton
Depart from Ashford International (Euro star)
Familiarisation Trip 2010
Familiarisation Trip 2010
What The South East Cluster has
achieved in 2010
Produce Joint Collateral
• Rack Cards – exhibitions & for all bedrooms within
cluster Giving exposure to over 70,000 guests
• Book marks – give away
• Mouse Mats – give away
• Trolley Fobs – give away
• Pop Up stand
What constitutes a cluster?
• Proven bank account with annual fees paid in by an
agreed time
• Size – minimum of 4
• At least 4 formal meetings with agendas and
minutes with minimum attendance
• Sales and Marketing plan
• A member Hotel to attend on behalf of the cluster at
each regional and national business meeting
• Restricted by geographical location or brand (i.e.
premier)
What constitutes a cluster? Cont...
• Printed branded marketing materials and
point of sale
• Website - www.BWsoutheasthotels.com
• History as a cluster – At least 1 year working
as a cluster to show commitment
• Annual presentation to York
What constitutes a cluster? Cont...
• 1 company cannot form a cluster
• No non branded materials when exhibiting
(only BW compliant materials)
• Become an expert group which can be
used for consultation by BW Head Office
Discussion
Invitation and Next Steps
A close and offer of support
Harry Stewart