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Co-op Congress - June 2011 HF Holidays Membership Engagement in a Business Strategy

Co-op Congress - June 2011 HF Holidays Membership Engagement in a Business Strategy. Membership Engagement in a Business Strategy. Brian Smith. Chief Executive. HF Holidays. Membership Engagement in a Business Strategy. New business strategy – Members Guests Staff Leaders

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Co-op Congress - June 2011 HF Holidays Membership Engagement in a Business Strategy

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  1. Co-op Congress - June 2011 HF Holidays Membership Engagement in a Business Strategy

  2. Membership Engagement in a Business Strategy Brian Smith Chief Executive HF Holidays

  3. Membership Engagement in a Business Strategy • New business strategy – • Members • Guests • Staff • Leaders • “Ethos” at the heart

  4. Membership Engagement in a Business Strategy

  5. Membership Engagement in a Business Strategy • Facts about HF Holidays – • Established in 1913 • 32,000 members • 50,000 guests a year • 18 UK Country House hotels • 400 employees • 1,000 leaders • £22m turnover a year • £0.5m profit in 2010 • Partner of the National Trust • Best Large Tour Operator 2010 – Guardian/Observer • Member of the Outdoor Industries Association • Member of Co-operatives UK

  6. Membership Engagement in a Business Strategy Our ethos – “Cater for all ages, abilities, cultures and nationalities” “Promote a sense of community” “Act responsibly with members, guests, staff , leaders, suppliers, neighbours and the environment” “Work in partnership with others”

  7. Membership Engagement in a Business Strategy • Not heard of HF Holidays – • Institutional • Inward-looking • Not engaged • Not part of co-operative community

  8. Membership Engagement in a Business Strategy

  9. Membership Engagement in a Business Strategy • Funds and cash • Loyalty and holidays • Energy, momentum and direction • New members and guests • Younger, family and friends • Leadership

  10. Membership Engagement in a Business Strategy • Reverse decline • Grow • Successful • More people • Sense of community • Rewarding social experience

  11. Membership Engagement in a Business Strategy

  12. Membership Engagement in a Business Strategy • 2,000 new members a year • Over 40,000 in five years • Invested total increased by £3m

  13. Membership Engagement in a Business Strategy • 40 new members a week • 5 new investment members • Last week • 56 new members • 9 new investment members

  14. Membership Engagement in a Business Strategy • Vision and ownership • Investment manager appointment • Increase in minimum investment • Improvement to member benefits • Member communications • Training and education of staff • Agreement on recruitment points • From passive/administrative to proactive

  15. Membership Engagement in a Business Strategy Linda Hickey, Membership Investment Manager

  16. Membership Engagement in a Business Strategy HF Holidays’ Board of Directors

  17. Membership Engagement in a Business Strategy HF Holidays’ Board and Management Team

  18. Membership Engagement in a Business Strategy • Member only holiday offers (up to 30%) • 10% off UK hotel bar bills • 10% off at our Dandelion cafés • Interest on investment (2.5% in 2010) • Avoidance of associate booking fee (£5 per person) • Advance registration for holidays • Third party discounts, eg Cotswold Outdoor (10%)

  19. Membership Engagement in a Business Strategy • Member only holiday offers • Low booking weeks • Profit for Society improved • Members benefit

  20. Membership Engagement in a Business Strategy • Personal holiday advisor • Investment members’ dinner • Role of honour • 15% discount at Cotswold Outdoor • 20% discount at Outdoor Scene online

  21. Membership Engagement in a Business Strategy • Dividend • Planned for 2012 • Booking, price, payment • Accurate and error free • Different rates of dividend

  22. Membership Engagement in a Business Strategy

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  25. Membership Engagement in a Business Strategy

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  30. Membership Engagement in a Business Strategy

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  33. Membership Engagement in a Business Strategy • Join our Society • Be part of our community • Invest for future generations • Benefit directly

  34. Membership Engagement in a Business Strategy • £25 to £100 • Lifetime membership • Investment, interest, withdrawal

  35. Membership Engagement in a Business Strategy Bedrooms

  36. Membership Engagement in a Business Strategy Bathrooms

  37. Membership Engagement in a Business Strategy Public rooms

  38. Membership Engagement in a Business Strategy Dolserau Hall, Dolgellau

  39. Membership Engagement in a Business Strategy The Dandelion café

  40. Membership Engagement in a Business Strategy Our staff

  41. Membership Engagement in a Business Strategy • Investing in growth • Investing in the future • Strengthening our Society • Meeting our ethos • “Promoting a sense of community”

  42. Membership Engagement in a Business Strategy

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