Case Study 1
The Oxford Hotel (formerly QMH)

Problem – Underperforming asset with poor visual image.

Solution – Developed in association with Paramount Hotels:

• Reposition as regional hub for short / medium / residential meeting
• Build new flexible conference centre and increase bedroom stock
• Provide meeting cubes for small (hourly rental) meetings
• Enhance product to upper mid-market (4Star) to improve rate
• Improve product and service standards
• Optimise hotel planning and facilities to optimise efficiencies and earnings
• Improve building image and ‘kerb appeal' at entrance
• Establish cost ‘for value' plan for effective implementation

Summary - Offered for sale by Queens Moat House Hotels, this property, situated in one of the most sought after regional UK locations, was appraised and rejected, by most of the national and international mid market hotel companies.

Working closely with Paramount Hotels, HLC developed a plan to reposition the hotel as an upper mid market (4 Star) conference hotel with increased room capacity, new product lines and enhanced facilities. The repositioned hotel, benefiting from more detailed management attention, quickly delivered the added value potential identified in the original pre-purchase plans.

Results:

• Repositioned Product
• Increased yields of up to 25%
• Improved efficiencies
• Satisfied customers
• Higher staff retention
• Greater asset value