Great Potential has been assisting Stoke Rochford Hall near Grantham with its Group Travel marketing since spring 2015. Spearheaded by GP Associate Deirdre Brown, the campaign has produced significant gains in both volume and value at the hotel. Increased business in this sector is in excess of £90k and the average rate per guest has improved by over £10 per person.
Work has included a full in-house training for team members about handling group market guests with he simple motto “arrived together but treated as individuals” at its core.
A marketing campaign to the domestic group tour operator market combined with group tour organisers has produced the desired increase in the sector. This was underpinned with a ‘groups welcome’ drivers pledge to help the drivers and tour guides with their visits including routes and information about nearby attractions, an early warning of arrival by mobile phone and text plus individual welcome letters for all guests.
Inbound operators are now the next target along with some special interest activities aimed at some specific overseas markets using local attractions in the area and for meal and overnight stops for longer-haul groups travelling between London and Scotland.
Deirdre Brown is Great Potential’s Group Travel specialist and also runs Deirdre Brown Travel that was established in 2015 following the sale of Eddie Brown Tours in 2014 which Deirdre Brown operated for over 30 years. The new company specialises in fully escorted travel holidays and was a finalist in the Coach Tourism Awards for ‘Best Programme of the Year 2016”.
Contact Deirdre at: deirdrebrown@greatpotential.co.uk