It is no easy task running a hotel. Between juggling accommodation services, the bar, restaurant and leisure club, a large team and budget is required to achieve success. For many hotels, their leisure clubs are a great USP to attract hotel guests, but are also a great source of income through membership sales and secondary spend. The latter can be a challenge due to time, manpower and budget restraints, which is why hotels often outsource their leisure club sales & marketing.
Ardoe House Hotel & Spa (managed by 7 Hospitality) have just completed their first successful promotion with us, generating over 300 new leisure members and £450,000 in membership revenue.
Partnering with CFM proved to be a great success in boosting membership revenue quickly. With CFM managing the entire marketing campaign, membership sales and administration, Ardoe were able to maintain focus on running the hotel and providing a great service to their clients.
Located in 30 acres of stunning grounds the 19th century baronial mansion of Ardoe House is the perfect destination for business or leisure. In 2019, all 120 guest bedrooms underwent a refurbishment. The hotel offers a range of accommodation options including executive rooms, suites, interconnecting rooms and enhanced accessibility.
With this in mind and as part of the campaign, our design team ensure that all marketing materials are ‘on brand’ as we understand the importance of brand protection being an integral part of Ardoe’s continued success.
When speaking with General Manager Gary Pinchen he said they engaged us because “they came well recommended by our partners for our leisure facilities (3D Leisure) and we saw CFM as a valuable way to increase membership. CFM have delivered a highly successful marketing and membership campaign.”
So how did they get so many members in such a short time? As a niche agency, we specialise in marketing for leisure clubs & have been in the industry for over 30years. Business Development Manager Jonny Packard said that, “Our marketing strategy isn’t designed to attract members clubs could find themselves, but instead the deconditioned market that may not normally think about joining a leisure club. This suits our clients as the new members are typically low users. Our marketing strategy incorporates direct mail, corporate outreach, in-club events & targeted digital media including social and paid search. This multi-faceted approach is the key to driving high numbers in a short period of time.”
To find out how a CFM campaign works, you can check out our website cfm.net to download an information pack or call us on 0115 777 3333.