Why should Members cluster?

1. Why should Members cluster?

2. Please Sit in your Geographical Locations North South East West North Edinburgh Newcastle upon Tyne York West East Birmingham Norwich Colchester Cardiff London South Portsmouth

3. Introduction Introduction to the topic and the panel Harry Stewart

4. Introduction Who are the south east cluster Best Western Abbots Barton – Canterbury Best Western Beachcroft – Bognor Regis Best Western Donnington Manor – Sevenoaks Best Western Frensham Pond – Farnham Best Western Manor – Gravesend Best Western Rose & Crown – Tonbridge Best Western Russell - Maidstone

5. 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

6. 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

7. 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

8. Who is in the SE Cluster Frensham Pond Farnham • 51 rooms • Country Location10 mins from M3 J4 • Mix Leisure/Corporate • Car Parking x 110 • Leisure facilities Manager Kevin Halstead

9. 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

10. 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

11. 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

12. The Panel Nick 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

13. Your Turn......... • Please split into your area • N • S • E • W • Please let us know what each area is renowned for!

14. Please Sit in your Geographical Locations North South East West North Edinburgh Newcastle upon Tyne York West East Birmingham Norwich Colchester Cardiff London South Portsmouth

15. Introduction We have been operating for 5 Years Started by Bruce Adams (BLM) who stood aside after 2 meetings Initially set up for better purchasing Developed sales and marketing 1St Joint Exhibition at the Kent Showground

16. 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?

17. 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

18. 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

19. 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

20. 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

21. How we operate SAMPLE AGENDA Meeting Held at BW Russell on 7th September 2010 Welcome to Howard Darking – Director Best Western BN / All Next year’s Cluster Members Fees – Outstanding BN/All Matters outstanding from last meeting BN Review Sales Marketing – Group Travel & Leisure, WTM BN/All York Visit 12th October MC Group accounts- income and expenditure MC/NW Review of current business All Any other Business All

22. How we operate Guests that have attended Howard Darking - BW Director Mark Smith BW - Groups Heather Lishman - Quality Tourism Terence Sachee - Colourbond

23. 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

24. Sales and Marketing Sales Managers from the cluster hotels meet a minimum of twice a year to formulate a sales and marketing plan

25. Sales and Marketing

26. Sales and Marketing

27. Sales and Marketing Some cluster members join on smaller exhibitions and advertising outside of the marketing plan if it’s even more localised

28. 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

29. 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

31. Central Office Visit 2010 Presentations to Best Western York Agenda Welcome with David Clarke & Keith Pope Revenue Management - Les Asplen & Andrew Ritson Sales – Will Helsby, Head of Agency & Corporate Sales Overview of E-Commerce - Jason Marketing and Public Relations –Tim Wade, Head of Marketing Beacon Purchasing – Chris Durant, Director of Beacon Central Reservations & BW Venues Showcase your hotel to Central Office Staff

32. Familiarisation Trip 2010 Familiarisation trip from Reservations & Venues to all hotels (Kent) Friday Arrive 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 Tunbridge Bodium Castle for Ice Cream Trip on the Kent & Sussex steam railway Pre dinner drinks and dinner at BW Russell Hotel Accommodation and Breakfast at BW Abbotts Barton  Sunday   Walk trip around Canterbury Lunch at BW Abbots Barton Depart from Ashford International (Euro star)

33. Familiarisation Trip 2010

34. Familiarisation Trip 2010

35. 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

36. 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)

37. 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

38. 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

39. Discussion

40. Invitation and Next Steps A close and offer of support Harry Stewart