I am preparing to open the brand-new Holiday Inn Blackpool on 1 May 2024. The 144-room modern, stylish and centrally-located hotel is just a short walk from Blackpool’s iconic seafront and buzzing town centre. While it’s in a prime position to attract guests, it takes more than that to make a hotel memorable enough to bring people back for more.
The Holiday Inn Blackpool will be my fifth hotel opening in the last 15 years, and it’s always such an exciting time as we get the last bits of preparation underway before we open outdoors. At the forefront of my mind in this crucial planning stage, is that every detail needs to be meticulously considered to give our guests a lasting impression and to achieve that ‘wow’ factor from day one.
It takes a small army to make this happen, and thanks to our six-strong senior leadership team, we’ve created something really special – from the colourful and stylish hotel decor to the Italian-inspired cuisine on offer at Marco’s New York Italian restaurant on the ground floor.
A warm welcome makes a lasting impression
In my experience, the little things mean a lot to guests so it’s all about making them feel special from the second they arrive to the moment they check out. When checking in, make sure they know everything the hotel and area have to offer so they can maximise their stay. If you’ve got any F&B offers or local events to promote, this is the time to do so.
Surprise elements when you know someone is celebrating always go down well; letting guests know about a new menu or locally inspired options will add a sense of occasion, too.
Make sure the ambience on arrival is welcoming, as first impressions go a long way. That’s why our hotel lobby is light, bright, and colourful, and we’ve employed a passionate, enthusiastic team to greet our guests. For us, it’s all about juggling different guest requests, keeping on top of housekeeping and maintenance jobs, and managing bookings while making it appear seamless to guests. Always having a smile on your face!
Location, location, location!
Creating a memorable experience goes beyond a hotel’s doors, too. We’ve got so many amazing unique and engaging activities on our doorstep, it’s important to spread awareness of what’s on offer.
Staff knowing their area inside out means they can advise guests on the best things on offer locally. For us, that’s everything from the thrill of the Pleasure Beach, the sight of the world-famous Tower, or business that brings future guests to Blackpool. If staff have the time to do so, a tour of the hotel’s facilities is always appreciated, too.
Social media and feedback are your friend
Leveraging social media platforms like Instagram and Facebook to showcase behind-the-scenes preparations, hotel amenities, and special promotions can help attract guests in the first place, but you should also encourage guests to share their own experiences while they are at your venue with a relevant mechanic that will encourage user-generated content.
Whether that’s through hashtags or QR codes on window vinyls, hotel key cards or menus, it will all contribute to a sense of community and involvement and encourage online engagement.
A token of appreciation
When guests check out, a small token of appreciation such as a branded souvenir or a discount voucher for future stays also encourages people to come back and makes them feel valued.
You could use a voucher or discount code to encourage feedback, too. A feedback mechanism – whether digital or handwritten – can help hoteliers understand what they are doing well, but also what can be improved on. They will offer valuable insights and ensure a continuous cycle of improvements and guest satisfaction.
Ongoing occupancy after launch
Here in Blackpool, we’re optimistic about occupancy in our first year as the town continues to see a big resurgence for leisure and business post-pandemic.
As with many hotels in Blackpool, we expect particularly high occupancy in the height of the season. The £350m regeneration work carried out at Talbot Gateway will also attract footfall over the next few years, so opening our doors in May 2024 is perfectly timed.
Ongoing occupancy for us is all about not being complacent, so we’ll make sure we’re always adapting, evolving and improving as we go.