STRATEGIC REVITALISATION THROUGH EXPERT PARTNERSHIP: THE KEW GREN HOTELS TRANSFORMATION
Fractional Marketing Support for Visibility Campaign
INTRODUCTION
Kew Green Hotels, helmed by Joanna Fisher as Group Commercial director was facing a marketing meltdown. Given the task of updating marketing strategies amidst ownership transitions and brand partnerships, Joanna turned to Halo for their expert guidance, marking a pivotal shift in Kew Green’s traditional reluctance to use consultants. “Ashleigh and the team at Halo set the bar.”
BACKGROUND
Kew Green Hotels, operate a global brand of hotels and independent hotels with a diverse ownership structure. The demands for exceptional commercial acumen and strategic foresight were needed in any consultant brought into a project. Joanna Fisher’s role encompassed driving commercial performance, onboarding new hotels, and forging collaborative relationships with major brands like Hilton, Marriott, and IHG.
THE CHALLENGE
The core challenge was multifaceted: enhancing marketing effectiveness, navigating a complex ownership structure, and ensuring the seamless integration of 21 new hotels. "We had a weakness in marketing...We needed some quick wins and some caretaking for this project," Joanna recalled, highlighting the urgency of revitalising their marketing approach amidst significant organisational change and stakeholder scepticism.
HALO'S INTERVENTION
Halo, led by Ashleigh and Michael, was distinguished by their "speed, hands-on approach," and ability to deliver practical solutions rather than just consultancy. Their engagement began with a critical marketing project, quickly evolving to address broader strategic needs. Halo’s method was both consultative and actionable, embodying a partnership that gave the Kew Green marketing and executive team the ability to navigate through uncertainty with confidence and clarity.
“Ashleigh and the team at Halo set the bar.”
- Joanna Fisher, Kew Green Hotels
STRATEGIC IMPLEMENTATION
Halo's initial focus on marketing caretaking expanded as they successfully filled gaps, overcame roadblocks, and implemented cohesive strategies across the board. Their approach was characterised by constant communication, proactive problem-solving, ability to change direction quickly and an unwavering commitment to achieving Kew Green's objectives. "Halo is always my go-to...they do not drop the ball," Joanna praised, emphasising Halo’s reliability and versatility in driving projects to completion with clarity of start, middle and end goals with KPIs established for maintaining success.
OUTCOMES AND IMPACT
The collaboration with Halo led to tangible improvements in Kew Green's marketing capabilities, stakeholder confidence, and overall commercial performance. A significant milestone was the successful rebranding and management transition of high-profile projects, notably the transition of the Le Meridien Piccadilly, culminating in the launch of The Dilly in central London. Halo's involvement not only facilitated operational excellence but also shifted the company culture towards a more open and consultative approach to problem-solving and innovation.
CLIENT REFLECTION
Joanna Fisher’s experience with Halo redefined the value of consultancy within Kew Green, transforming scepticism into trust and reluctance into eagerness for external expertise. Halo's contributions were instrumental in navigating through a period of intense change, earning them a lasting legacy of impact within the company. "Ashleigh becomes very invested in the end goal," Joanna shared, highlighting the depth of Halo's commitment to their clients' success.
CONCLUSION
The partnership between Kew Green Hotels and Halo exemplifies the transformative power of expert collaboration in navigating complex business challenges. Through strategic insight, dedicated execution, and a genuine commitment to their client's vision, Halo facilitated a period of significant growth and innovation for Kew Green. This case study serves as a testament to the potential for strategic partnerships to drive organisational success and lasting change in the dynamic landscape of hotel management and operations.
