(Please note the group remains anonymous but we can provide references)
The 2020s opened with a seismic shock to the tourism and hospitality industries as the COVID-19 pandemic disrupted global travel. Hotels around the world faced existential challenges. But amidst the chaos, one newly launched hotel group in Central London—featuring two Victorian-style hotels and a brand-new aparthotel—emerged not only intact but profitable working closely with Charu.
The hotel group launched in November 2019 and were still getting their brand name out in the market when the pandemic hit. With Charu’s guidance and proactive approach, this hotel group leveraged an agile, guest-focused sales strategy, underpinned by flexibility, creativity, and responsiveness to travelers' changing needs. We supported the group by quickly adapting to the situation—enhancing safety measures and designing tailored staycation packages—they captured a new market by swapping the efforts from international corporate heavy business to domestic B to B and B to C business.
Here’s how we did it across their 433 bedrooms, 15 meeting rooms, and wedding venue:
As the crisis deepened, it became clear that international travel restrictions as well as corporate travel will come much later and the opening of the economy will lead to more domestic travel. We successfully launched the hotels within the public sector like NHS, Councils by approaching each trust and borough individually resulting in a revenue of £400K from them alone. We did this through lead generation emails, cold calling and following up with special offers for bed rooms, experiences and spa packages.
We launched the hotels with a new channel manager as the previous channel manager had various restrictions. Thereafter we contracted the hotels with FIT, OTA’s, Flash Sales and Experience and Short Break Operators for bed room and spa sales leading to an overall revenue of £350K
In a rapidly changing environment, we introduced flexible booking options and free cancellations in emergencies, creating trust and encouraging early reservations despite uncertainty.
All non-refundable rates were made flexible, giving travelers the ability to cancel just days before arrival without penalty. This policy eliminated hesitation and made bookings feel risk-free.
By removing prepayment obligations and minimum stay limits, the hotels empowered guests to book and adjust their stays with ease, boosting conversions and enhancing guest satisfaction.
Recognizing travelers' financial pressures, we extended early booking discounts and opened next year's pricing early. This proactive move supported rebooking efforts and strengthened the direct booking pipeline.
All digital channels were updated with clear information about COVID-19 hygiene protocols. A dedicated section on their websites, along with proactive customer service, reassured guests and boosted confidence.
Despite launching just before the pandemic, we ensured the group maintained profitability and expanded its direct booking share by responding swiftly and strategically to changing traveler needs. Through bold flexibility, empathetic pricing strategies, and sharp digital marketing, this London-based hotel group not only weathered the pandemic storm but set a new benchmark for resilience and growth in hospitality.