Sheene Mill is a successful wedding venue with 10 boutique bed rooms nestling within the beautiful Cambridgeshire managed by the brother and sister duo - Anuj and Sapna. A sixteenth century mill packed full of character and charm. Whilst the venue is a roaring success when it comes to weddings, Anuj and Sapna thought they could do more with the beautiful bedrooms when there were no weddings at the hotel. They decided to automate their tech stack and also increase their corporate and leisure bookings. Our objective was to pre-open the hotel and position them as a high end hotel, drive ADR growth and establish them as a preferred hotel for leisure guests and also to capture corporate business from the Melbourne Business Park close to the hotel. We worked with them on creating short and long term strategies to deliver the results.

Challenges

• Maximizing revenue and occupancy during the wedding season.
• Minimizing revenue loss during off-peak periods.
• Maximizing revenue through corporate bookings.
• Leveraging the hotel's unique heritage and curated food experiences.
• Attracting a diverse set of travelers throughout the year.

Strategies Implemented

1. Room Reconfiguration
   We amended the properties rooms configuration to better meet guest expectations and to aid ADR growth.
   


2. Price Positioning
   We replaced the outdated static pricing tariff with a dynamic structure in line with their market and competitive set. During peak seasons, room rates were increased to capture the high demand effectively. In contrast, during the off-peak periods, the rates were strategically lowered to attract budget-conscious travelers. Also introduced special promotional packages, including extended stays and discounts for early bookings. These promotions helped maintain a steady stream of guests even during low-demand seasons.


3. Online Presence
   We updated property information and imagery on distribution channels to optimise rank and visibility.


4. Book Direct Initiative
   We offered value -ads to direct bookers to drive ADR and reduce commissions. Adopted a dynamic pricing strategy that allowed them to adjust room rates based on local corporate events and conferences. This approach ensured that they remained competitive and captured maximum revenue during peak corporate periods.


5. Email Marketing Campaigns
   We built databases for corporate companies based within a 10 mile radius from the hotel and engaged with them bringing the hotel in front of these prospects to encourage direct bookings and promoted the restaurant as well as the meetings and events space.