Gwesty’r Emlyn Hotel (Newcastle Emlyn)

Origins

When the hotel was purchased in 2008, it was in need of complete refurbishment to bring it up to standard required if it was to be competitive in the hospitality industry. The premises themselves needed substantial reinvestment to extend the quality of accommodation and the number of rooms available. Challenges faced during the early years were to develop the hotel as an amenity for the town, and as a tourism destination in itself. The first three years brought challenges to a management team that had gained its experience in another sector of the economy but with experienced staff joining the team, the business was able to move forward gaining valuable new customers.

Success Factor

The hotel started with a strong management team that ensured the right plans for growth were in place. A good awareness by owners and management of the industry and the local area meant that the gaps in the market were easily identified and filled which gave the hotel a good foundation for sustainability. Basic marketing in terms of website and mail shots and direct contact to local large business groups ensured the hotel’s awareness grew in the corporate sector and with this, word of mouth and recommendations were built on to continue this new business. The hotel strived to become the number one hotel in Carmarthenshire and with this came the listed awards and accolades.

The Future

The business will grow by continuing to build the awareness with large corporate groups and marketing the hotel as a conference venue as well as improving direct mailings to previous and potential customers. The latest addition to the hotel is a serviced accommodation house - Arosfa Emlyn – which is suitable for 14 adults together with provisions for private chef and butler when required. Arosfa Emlyn is also available as a self-catering house for weekly rental throughout the year offering the private chef and butler services once again to these guests. This opens up a new area of the market for the business. The hotel is also working towards attaining Michelin recognition through gaining a star and achieving 2 AA Rosette Awards and looking at creating an Award for the local Cardigan Catering College for young, future chefs. Land adjacent to the hotel was recently purchased in order to create a landscaped garden to enhance what can be offered to wedding parties and develop some vegetable and herb garden areas for its chefs to use in the kitchen.