Proposition development for a hotel chain
Developed a new B2B proposition for a major UK hotel operator, enabling business travellers to become their biggest segment.
The new proposition was designed to target companies and public sector departments with large workforces on the road, such as salesmen and field engineers. Our analysis and proposition development addressed specific needs and pain points in this segment, from bookings and expenses management, through to guest experience such as parking and check-in/out.
The Marketing Director of a UK hotel group had asked us to examine the needs of B2B customers with a view to developing a new, targeted proposition for this market. The hypothesis was that companies and public sector departments with large workforces on the road could be more effectively served with a service tailored to the segment.
Our team combined their knowledge of hotel operations and alternative payment solutions with research on business customer pain points and feedback from key accounts. They shaped a new B2B proposition, making it easier for customers to manage bookings and control expenditure centrally, and improving the guest experience across check-in/out and the food and beverage offer.
We also created a new B2B payments solution, designed to improve conversion from enquiry to account, and to optimise credit management as the B2B business grew.
The proposition was rolled out very successfully across the whole group. Business customers are now the largest share of the business – outpacing growth in leisure customers.