Objective

The Apollo is a 4-star hotel in Basingstoke. This is a town where hotel supply has become higher than demand, primarily due to a declining Corporate market. The property recognised they needed outside support to help arrest this decline in BOB so contracted VROOM to review and replace their current strategy with a reactive, aggressive and proactive Sales and M&E plan for the Corporate market.

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Solution

VROOM performed both a strategic review across all markets and an internal sales procedures audit. This was followed with full sales support on a one day per week basis allowing The Apollo access to an extremely experience and professional team whilst keeping costs under control. The support included a quarterly sales meeting with the team and weekly calls/updates. It also allowed The Apollo access to the VROOM database and the long-standing relationships in place with many of the business agents and M&E agencies. The following objectives were agreed by VROOM:

- To develop the local corporate market by targeting existing and lapsed accounts

- To identify and target national accounts booking Basingstoke both directly and via key business agents

- To develop the M&E market to replace a softening mid-week corporate sector.

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Outcome

The project is ongoing and has been impacted by the Coronavirus. Prior to lock down VROOM have been successful in developing several lost/lapsed accounts in addition to kick starting enquiries from the M&E sector.

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