A leading hotel, bar and restaurant group in Scotland is bidding to grow by 10% over the next three years after a digital overhaul.
Montpeliers in Edinburgh, a seven-strong portfolio including boutique hotel Tigerlily in the city, has partnered with Force24 and invested in a new marketing automation platform to help drive business over its next growth period.
The group, which is said to have a 90,000 strong customer base, has spent six months restricting its digital marketing strategy to ensure the right communications are sent out to each visitor at the right time.
With dual customer retention and new booking acquisition objectives, the goal is to increase Montpeliers’ market visibility, database size, referral numbers, engagement and customer satisfaction levels.
An overhaul of the brand’s social media strategy is also underway.
“Having been with Montpeliers for the past 28 years, I’ve tried virtually every marketing automation platform in the industry, and have not been wowed by any,” explains development director David Johnston. “Force24 – on the other hand – blew the others out of the water, both in terms of technological capabilities, affordability and intuitive ease of use.”
Tiger lily and Rabble are the two hotels in the Montpeliers portfolio, operating alongside bars, Eastside, Lulus, Indigo’s Yard and Montpeliers.