Ivy Bush Royal Hotel

Origins

The main motivation for the developing the hotel was the identification of an ailing business with huge potential. With the owners having lived in the area for a number of years, they had noticed that the hotel had suffered much neglect by being in the hands of corporate owners, with little investment and a ‘for sale’ sign. Initially, the plan was to upgraded the hotel over a three year period, although with the aid of s substantial grant from the Wales Tourist Board, this was completed in a rolling programme over 18 months, refurbishing small areas at a time whilst still running the hotel.

Success Factor

The owners realised, before they purchased the hotel, that there was enormous potential in the premises as long as the investment was made to upgrade to the facilities to a 3 star standard. The bedroom refurbishment gave an immediate payback with occupancy levels improving dramatically compared to previous years. An active marketing strategy with forward planning meant that the vision for the hotel was in place before the work had begun, especially in terms of attracting groups, weddings and developing the fitness/sauna suite. A mixture of good reputation for food and catering resulted in word of mouth recommendations and natural curiosity ion seeing what had been achieved. This then led to a high percentage of repeat business.

The Future

To maintain and build on what has already been achieved, ensuring that the hotel remains focused on its core business. The owners will concentrate on filling ‘trough’ periods, by offering incentives and discounts while holding firm on prices at peak periods. The hotel will also start developing short break business through coach operators such as Silver Star and Caelloi Motors in North Wales, ferry operators Stena Line, and Saga Holidays and Magazines for individual leisure travellers. The business intends to be proactive in generating new business through research and local knowledge whilst being reactive to constantly changing demands by understanding customer needs and requests. The wedding business will be developed, particularly civil ceremonies, environmental awareness will be increased and staff development will ensure continuity of levels of serviced and improved customer care.