Stakis Hotels

Jonathan Wise

The task for Stakis was to identify a new approach to marketing through the winter months, so that these months could become profit making.
Agency: Morgan PartnershipAuthors: Jonathan Wise

Stakis Hotels: Cold Nights, Warm Beds

Setting the scene

Stakis Hotels are one of Britain's largest hotel chains with 53 hotels in their portfolio. The hotel industry is a marketer's nightmare. Like aeroplane seats, hotel rooms are perishable goods. An empty room (like an empty seat) is wasted revenue. The goal is to fill every room, every night 'occupancy' is king.The issue of occupancy is most critical in the winter months (January, February and March) when, due to seasonality, sales to leisure visitors traditionally take a dip for the...

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