Guaranteed increased occupancy & revenue

Case Study – All client details are confidential.

  • Property:– Medium sized, 5 star property in Lancashire.
  • Engaged with AJ Lakes: 6 months
  • Amount Spent within 6 months: £12,000
  • Return on Investment within 6 months: 15 times and continues to increase


Introduction and implementation of policies and procedures including training and development of team.

Work completed:

  • Completed a full diagnostic Action Plan for the full organisation and continued updates to take them to their goals and objectives.
  • Created a full operating Budget and implemented within the operation, training the team on how to achieve and exceed it.
  • Created a weekly and monthly management reporting system to work with Budget to keep the business always achieving.
  • Trained the team on how to increase sales immediately and ongoing for sustainability.
  • Introduced revenue management techniques to increase revenue and average room rate whilst increasing occupancy.
  • Completed the bespoke 3,4,5 words that define what the business is and how this will be delivered to the outside world.
  • Narrowed down the ideal client and updated all media channels to speak direct to this person.
  • Designed Bespoke Sales and Marketing Strategy and trained the team to implement within the operation immediately and ongoing.
  • Designed Social Media Strategy and Schedule and given examples to implement it easily for immediate and ongoing engagement, creating content and engagement ideas.
  • Introduced and implemented easy to follow tools, techniques and procedures to gain increased exposure of the Hotel, product, facilities and services.
  • Increased guest database included targeted corporate marketing campaign.
  • Took control of Tripadvisor to increase ratings, reviews and ranking.
  • Updated website to showcase the businesses at its best.
  • Designed Bedroom Guest Information Folder.
  • Introduced internal map to cover all businesses within their portfolio.

The luxury property is managed by seasoned operators who needed assistance in their accommodation offering to increase revenue and turnover.  Although they work hands on, the assistance was required for clarity and to achieve a sustainable growth. This far exceeded expectations. The social media service is outsourced.

Ongoing Assistance:

A management team is in place, but the backup support and guidance from AJ Lakes ensures whilst the business is busy operating AJ Lakes will monitor on a monthly basis and work with the team on the business ensuring the continuous growth.

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Don’t take my word for it, hear what people in your industry say about Alison & AJ Lakes Consultancy…

“Alison is like the Hotel Inspector but great personality, very knowledgeable about the business and gets to the problem with a practical solution in a no nonsense way. Her ability to remember details and pick the smallest problem up is amazing.

What I liked about her is her actions and solutions were based on reality and, not like many consultants, who propose recommendations that are pie in the sky and completely devoid of reality. That’s because she comes from years of experience working in the hospitality business, so everything is well grounded.”

Philip & Mary Burton, Proprietors, 1 Park Road

“We worked with Alison as members of the LDHA, on the Winter Marketing Campaign for 2016, following on from the floods of Winter 2015, where Alison led the team to pre-empt any negative press, and to present the lakes in a positive light.

She was incredibly professional, very focused and organised, with a clear vision of what was needed, and how to achieve it. The resulting campaign was a masterpiece of organisation in coordinated al the contributing businesses, thank you to Alison. It became the basis for CT’s own Winter campaign. We found her a pleasure to work with.”

Heather James, Marketing Manager. Sharrow Bay, Ullswater

“I worked with Alison on the LDHA Winter Campaign following the Cumbria floods in 2015.

Alison brought enormous enthusiasm to the project, and was able to create buy-in from the Member hotels.

Her local contacts and marketing experience helped us create a multi-faceted campaign which achieved hugely successful exposure for the businesses involved.”

Tim Rumney, Managing Director, Castle Green Hotel

“Alison’s vision enabled her to see her Beatrix Potter film idea through from concept to completion. The success of the film was a credit to her and her commitment to producing this sometimes challenging project.

Her passion for Beatrix Potter and the Lake District shone through throughout all of 2016 as we worked as part of a wider partnership to celebrate the special anniversary year.”

Rona Webster Marketing & Communications Co-ordinator, South Lakes, National Trust

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