why should members cluster?. newcastle upon tyne birmingha m norwic h portsmout h york london...
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Why should Members cluster?
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Newcastle upon Tyne
Birmingham
Norwich
Portsmouth
York
LondonColchester
Cardiff
Edinburgh
North
South
East
West
Please Sit in your Geographical Locations
North
South
East
West
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Introduction
Introduction to the topic and the panel
Harry Stewart
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Introduction
Who are the south east cluster
Best Western Abbots Barton – Canterbury Best Western Beachcroft – Bognor RegisBest Western Donnington Manor – SevenoaksBest Western Frensham Pond – FarnhamBest Western Manor – GravesendBest Western Rose & Crown – Tonbridge Best Western Russell - Maidstone
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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
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Who is in the SE Cluster
• 32 rooms• Seafront Location• Mainly Leisure• Car Parking x 35• Indoor heated swimming
pool • Manager Phillip Roberts
Beachcroft Bognor Regis
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Who is in the SE Cluster
Donnington Manor
Sevenoaks
• 59 rooms• In a quiet village• Mix Leisure/Corporate• Car Parking x 120• 15th century manor
house with a modern twist (rooms)
Manager Mark Cotman
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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
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Who is in the SE Cluster
Manor
Gravesend
• 63 rooms• Nr Bluewater shopping • Corporate• Car Parking x 100• 17 mins into central
London (Ebbsfleet)
Manager Nick Wilde
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Who is in the SE Cluster
Rose and Crown
Tonbridge
• 56 rooms• Town Centre• Mix Corporate / Leisure• Car Parking x 43• Historic Coaching Inn
Manager Richard King
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Who is in the SE Cluster
Russell
Maidstone
• 42 rooms• Own Grounds• Mix Corporate/Wedding• Car Parking x 100• Kent Showground/
Leeds Castle• Manager Brian Nelson
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The PanelNick 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
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Your Turn.........
• Please split into your area• N• S• E• W
• Please let us know what each area is renowned for!
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Newcastle upon Tyne
Birmingham
Norwich
Portsmouth
York
LondonColchester
Cardiff
Edinburgh
North
South
East
West
Please Sit in your Geographical Locations
North
South
East
West
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Introduction We have been operating for 5 YearsStarted by Bruce Adams (BLM) whostood aside after 2 meetingsInitially set up for better purchasingDeveloped sales and marketing 1St Joint Exhibition at the KentShowground
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Why form a cluster?• 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?
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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
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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
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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
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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
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How we operateSAMPLE AGENDA
Meeting Held at BW Russell on 7th September 2010
Welcome to Howard Darking – Director Best Western BN / AllNext year’s Cluster Members Fees – Outstanding BN/AllMatters outstanding from last meeting BNReview Sales Marketing – Group Travel & Leisure, WTM BN/AllYork Visit 12th October MCGroup accounts- income and expenditure MC/NWReview of current business AllAny other Business All
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How we operate
Guests that have attended
Howard Darking - BW Director
Mark Smith BW - Groups
Heather Lishman - Quality Tourism
Terence Sachee - Colourbond
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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
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Sales and Marketing
Sales Managers from the cluster hotels
meet a minimum of twice a year to
formulate a sales and marketing plan
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Sales and Marketing
Event What it is about Costs Who is attending?
Sep-09
22nd Event UK Birmingham NEC Individual hotels attending Emma, Chris & Jan
23rd & 24th Group Travel and LeisureBirmingham NEC - BW
attend thistravel costs as walk round
onlyEmma, Chris & Jan + Other sales ?
24thSquare Meal Venues &
Events Individual hotels attending Emma, Chris & Jan
Oct-09
22nd South East visit to York Visit to BW head office Travel and accommodation All hotels
Nov-09
9th - 12th Travel market Excel - BW attend thistravel costs as walk round
onlyEmma, Chris & Jan + Other sales?
Jan-10
16th Excursions Exhibition Alexandra Palace2009 price £1863.55- prices
held 2010
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Sales and Marketing
Feb-10
? Business Travel Show Earls court£457 + VAT per Sq Metre
(£1828 + VAT)
4th - 7th Destinations UK Earls court£313 per sq metre + VAT
( £1492 + VAT) All Hotels to take turns - rota
23rd - 25th Confex Earls courttravel costs as walk round
onlyEmma, Chris & Jan + Other sales?
Mar-10
17th - 20th Best of Britain and Ireland Olympia £1320 + VAT
28thTravel and Leisure
exhibition Dover cruise terminal £540.00 + VAT
Apr-10
22nd Kent 2020 Detling showground 2009 price £390.10
Jun-10
B2Bprices and date to be
confirmed 2009 price £333.50
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Sales and Marketing
Some cluster members join on smaller
exhibitions and advertising outside of
the marketing plan if it’s even more
localised
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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
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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
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Central Office Visit 2010Presentations to Best Western York Agenda
Welcome with David Clarke & Keith PopeRevenue Management - Les Asplen & Andrew RitsonSales – Will Helsby, Head of Agency & Corporate SalesOverview of E-Commerce - Jason Marketing and Public Relations –Tim Wade, Head of MarketingBeacon Purchasing – Chris Durant, Director of BeaconCentral Reservations & BW VenuesShowcase your hotel to Central Office Staff
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Familiarisation Trip 2010Familiarisation trip from Reservations & Venues to all hotels (Kent)
FridayArrive 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 – GravesendVisit to BW Rose & Crown TunbridgeBodium Castle for Ice Cream Trip on the Kent & Sussex steam railway Pre dinner drinks and dinner at BW Russell HotelAccommodation and Breakfast at BW Abbotts Barton
Sunday Walk trip around Canterbury
Lunch at BW Abbots Barton Depart from Ashford International (Euro star)
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Familiarisation Trip 2010
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Familiarisation Trip 2010
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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
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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)
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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
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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
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Discussion
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Invitation and Next Steps
A close and offer of support
Harry Stewart