why should members cluster?

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Why should Members cluster?

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Why should Members cluster?. Please Sit in your Geographical Locations North South East West. North. Edinburgh. Newcastle upon Tyne. York. West. East. Birmingham. Norwich. Colchester. Cardiff. London. South. - PowerPoint PPT Presentation

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Page 1: Why should Members cluster?

Why should Members cluster?

Page 2: Why should Members cluster?

Newcastle upon Tyne

Birmingham

Norwich

Portsmouth

York

LondonColchester

Cardiff

Edinburgh

North

South

East

West

Please Sit in your Geographical Locations

North

South

East

West

Page 3: Why should Members cluster?

Introduction

Introduction to the topic and the panel

Harry Stewart

Page 4: Why should Members cluster?

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

Page 5: Why should Members cluster?

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

Page 6: Why should Members cluster?

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

Page 7: Why should Members cluster?

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

Page 8: Why should Members cluster?

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

Page 9: Why should Members cluster?

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

Page 10: Why should Members cluster?

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

Page 11: Why should Members cluster?

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

Page 12: Why should Members cluster?

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

Page 13: Why should Members cluster?

Your Turn.........

• Please split into your area• N• S• E• W

• Please let us know what each area is renowned for!

Page 14: Why should Members cluster?

Newcastle upon Tyne

Birmingham

Norwich

Portsmouth

York

LondonColchester

Cardiff

Edinburgh

North

South

East

West

Please Sit in your Geographical Locations

North

South

East

West

Page 15: Why should Members cluster?

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

Page 16: Why should Members cluster?

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?

Page 17: Why should Members cluster?

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

Page 18: Why should Members cluster?

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

Page 19: Why should Members cluster?

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

Page 20: Why should Members cluster?

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

Page 21: Why should Members cluster?

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

Page 22: Why should Members cluster?

How we operate

Guests that have attended

Howard Darking - BW Director

Mark Smith BW - Groups

Heather Lishman - Quality Tourism

Terence Sachee - Colourbond

Page 23: Why should Members cluster?

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

Page 24: Why should Members cluster?

Sales and Marketing

Sales Managers from the cluster hotels

meet a minimum of twice a year to

formulate a sales and marketing plan

Page 25: Why should Members cluster?

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  

Page 26: Why should Members cluster?

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  

Page 27: Why should Members cluster?

Sales and Marketing

Some cluster members join on smaller

exhibitions and advertising outside of

the marketing plan if it’s even more

localised

Page 28: Why should Members cluster?

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

Page 29: Why should Members cluster?

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

Page 30: Why should Members cluster?
Page 31: Why should Members cluster?

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

Page 32: Why should Members cluster?

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)

Page 33: Why should Members cluster?

Familiarisation Trip 2010

Page 34: Why should Members cluster?

Familiarisation Trip 2010

Page 35: Why should Members cluster?

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

Page 36: Why should Members cluster?

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)

Page 37: Why should Members cluster?

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

Page 38: Why should Members cluster?

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

Page 39: Why should Members cluster?

Discussion

Page 40: Why should Members cluster?

Invitation and Next Steps

A close and offer of support

Harry Stewart