Case StudyPrincipal Hayley Hotels
How We Increased Online Revenue by 70% in Four Months
Making Historic Properties Perform Like New
In 2013, Starwood Capital acquired Principal Hayley Hotels, a collection of 23 landmark hotels and dedicated conference venues across the UK and Europe. Principal Hayley’s assets included historic and iconic properties strategically located in many key central locations; properties included The George, Edinburgh; The St David’s Hotel, Cardiff; The Grand Central Hotel, Glasgow; and The Hotel Russell, London.
The portfolio was underperforming, and the new owners were looking to boost direct revenue through online marketing efforts. I was tasked with setting up a comprehensive campaign to cover the ownership brand and all of its 23 properties.
I had a team working around the clock to overhaul the portfolio’s online revenue. At the same time, digital optimization efforts for the ownership brand and each individual property were painstakingly set up, synchronized and tracked to achieve optimal performance and revenue.
The result was spectacular, with a 70% increase in revenue within four months of acquisition. Our hands-on approach delivered the much-needed initial jump in revenue that helped to pave the way for long-term profitability and capital investments.