Management Consultancy specialising in Strategic Marketing, e-commerce, General Management and Property Management as well as running and trading branded on-line accommodation sites.

Projects Completed:
▪ Consultancy work completed for SSP providing Marketing lead, strategy, planning, creative and design to lead in the completion of a tender for a £500m contract with Center Parcs. SSP won the external tender process.
▪ Consultancy work completed for the new Roadchef Marketing communications and PR.
▪ Consultancy work completed for Roadchef Board to review Hotel portfolio and recommend strategies to increase revenue opportunities
▪ Appointed by Roadchef to manage their Hotels portfolio following prior recommendations.
▪ Joint Venture agreement completed with Midlands based Developer to provide outsourced Hotels Development function. New market place opened up for the Developer.
▪ Joint Venture agreement completed with a start up modular building contractor to develop sales relationships within the Hotel market. Secured two very large contracts which are worth over £25m.
▪ Devised, developed and successfully launched two accommodation broker sites. Over 3,000 hotels, guest houses and B&Bs signed to date. Currently generating over 5,000 booking leads per month.
▪ New on-line gaming site devised, developed, launched and successfully marketed.

A Board Director reporting to the CEO with a team of over 20 responsible for construction, facilities, estates, purchasing, franchising, other income and international development. Turnover £150m; EBITDA £75m; Headcount approx 5,000.


Key Achievements
▪ Grew new rooms from 500 per year in 2003 to over 3000 by 2006.
▪ Delivered 15% of additional profit through achievements in hotel openings generating £100m of exit value.
▪ Secured the pipeline to 2010
▪ Reduced the build cost by 15% whilst maintaining brand and customer expectations delivering a saving of more than £15m.
▪ In 2006 opened more hotels than any other group has ever achieved in the UK. Delivering all 43 projects on time, within budget and to the exacting brand standards.
▪ Reduced the maintenance related complaints from 25% to less than 10% whilst reducing expenditure.
▪ Developed and implemented an industry leading cyclical maintenance and investment plan.
▪ Set up the Travelodge purchasing function from a blank piece of paper having devised, developed and then implemented and delivered the strategy.
▪ Achieved a purchasing cost savings of over £10m in the first full year with a further on-going benefit of £25m.
▪ Transferred all suppliers onto a standard Travelodge contracts.
▪ Reduced the cost of estate wide insurance liability by over 50% whilst achieving an improved level of cover.
▪ Developed and sold then managed the first master franchise agreement of the Travelodge brand in Ireland. Achieving a capital value of £22.5m which was £7m more than target and an on-going franchise income 1% higher than target.
▪ Completed the negotiation, development and construction of the first three hotels outside the UK and Ireland. Successfully opening three hotels in Spain (Madrid x 2 and Barcelona).
▪ Secured the Travelodge mark in over 80 countries through the negotiation of a co-existence agreement with the owners of the mark in the Far East.

A member of the Executive Board reporting to the CEO responsible for turnover, occupancy, yield, brand, brand positioning, brand strategy, distribution channels, pricing and product development with a team of eight (including revenue) and a marketing budget of £3m.

Key Achievements:
▪ Responsible for selling the Travelodge brand to the private investment market, producing all collateral and presentations as well as presenting to short listed parties. Achieving an above target selling price of £712m.
▪ Developed and implemented successful strategic marketing plans to grow turnover and profit through both occupancy and yield initiatives.
▪ Continued to deliver like for like yield growth of more than 5%.
▪ Consistently delivered sales and yield targets for Travelodge through the use of innovative and industry leading revenue and marketing activities.
▪ Took Travelodge to No.1 Hotel brand status in the Annual BDRC Hotel survey.
▪ Grew brand awareness from 22% to 43% (unprompted) within two years (industry leading)
▪ Grew prompted awareness to 98% (industry leading)
▪ Introduced customer loyalty initiative ensuring retention of existing customers and offering brand differentiation within a very confused market.
▪ Developed International marketing strategies to launch the Travelodge brand into new European markets.
▪ Successfully developed and implemented the first on-line business for Travelodge.
▪ Grew the on-line turnover to over £500,000 per week in first two years.
▪ Reduced the cost of reservations by 66% through the on-line initiative.
▪ Won Best Hotel web site 2002.
▪ Won Best web site 2002 against all the Hospitality and Leisure sector.
▪ Introduced an industry leading electronic yield management solution into Travelodge to grow yield and occupancy by a further 2% (£3m) per annum achieving a 4-month payback.

Reporting to the Divisional MD responsible for the management and development of the Sales and Marketing function for Travelodge in order to achieve the aggressive development growth plans and sales targets.

Key Achievements:
▪ Successfully set up a new corporate and local sales team that achieved 5% of turnover within the first year.
▪ Wrote and began implementation of the first strategic brand marketing plan
▪ Set up and managed corporate sales, revenue and marketing teams
▪ Developed Travelodge’s first customer database to support CRM strategies
▪ Created the first in sector seamless on-line booking facility
▪ Set up and implemented focus groups and U&A studies to support brand repositioning strategy
▪ Introduced the first brand and tactical DM campaign delivering additional £1m profit.
▪ Delivered like for like yield growth of 10%.
▪ Introduced innovative and sector leading yield and marketing tactics in order to exceed group profit targets.

Reporting to the Marketing Director responsible for delivering continued company growth through sales, marketing, yield management and new product development, encompassing:
▪ Strategic planning
▪ Recruitment, training and management of business development managers, marketing analyst, sales support, revenue manager and co-ordinators
▪ E-commerce strategy for the Little Chef and Travelodge brands
▪ Identification of commercial opportunities
▪ Management of reservation sales centre for Travelodge
▪ Travelodge pricing strategy
▪ Market analysis
▪ Little Chef Menu analysis
▪ Travelodge revenue management and control
▪ Identification and introduction of loyalty programmes for the Little Chef and Travelodge brands

Marketing Division