MARKET MARVELS: Silmiya Hendricks, director of sales and marketing, Lucknam Park


Silmiya manages all things commercial for Lucknam Park Hotel including each of the business units: two restaurants, spa, cookery school, equestrian centre and cottages.

From day one, Silmiya has had a very positive mind set with a strong focus on team training and development. Silmiya has educated department managers to forecast and set targets using revenue management systems to maximise profitability as well as initiating and supporting individual goals. Maintaining a close relationship with all departments keeps a consistent strategy throughout the hotel and a daily briefing with attendance from sales, marketing, revenue, events and reservations team allows challenges to be raised and resolved.

Silmiya has successfully implemented a revenue performance strategy resulting in a 10% growth in revenue during the year ending 31 July 2018. This increase together with incremental business has helped increase overall profitability year on year by 20%. The biggest growth has been the seen in midweek occupancy from targeting key corporate clients.

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In terms of the brand development, Silmiya has researched and established many new digital marketing opportunities to reach new audiences. There has been significant website development including a new and more user-friendly booking system which has helped generate more leisure business. An entire re-brand was put into action re-styling the in-house collateral, external printed publications and online presence.

Silmiya puts a lot of time into building business relationships with key publications, including Conde Nast, as well as partnered companies to maintain our strong community connections. The introduction of new and exciting projects/launches/events has greatly assisted with Lucknam Park’s media coverage.


Lucknam Park

Bedrooms: 42

Twitter: @LucknamPark


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Zoe Monk

The author Zoe Monk

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