Hotel Magazine May 2025

Image courtesy of Grantley Hall

MAY 2025

Welcome to the May edition of Hotel Magazine! This month, we turn our focus to the evolving landscape of guest experience, highlighting key opportunities that drive both guest satisfaction and revenue growth.

We share The Business Case for Pet-Friendly Hotels, examines how welcoming pets isn’t just a perk—it’s a strategic advantage. With more travellers seeking accommodations that cater to their furry companions, we explore how pet-friendly policies can boost bookings, foster loyalty, and enhance overall guest satisfaction.

In our Events feature, we take a deep dive into how hotels can Maximise Revenue with Versatile Event Spaces. From reimagining underutilised areas to curating unique experiences, we discuss, with experts, how properties can capitalise on the growing demand for flexible and standout event venues.

Sustainability remains at the forefront of industry priorities, and our feature on EV Charging: How EV Stations Can Drive Revenue for Hotels outlines the benefits of investing in electric vehicle infrastructure. With the rise of sustainable travel, we explore how hotels can attract eco-conscious guests, differentiate themselves in the market, and generate additional income streams through EV charging solutions.

These features are complimented by our regular segments, including the Industry Update, Number Sixteen as our Hotel of the Month, and an insightful guest column from UKHospitality, to name a few. As always, our goal is to provide you with timely insights, innovative strategies, and inspiration to stay ahead in this ever-evolving industry.

We hope you enjoy this issue and find valuable takeaways to implement in your business.

JADE EVANS, EDITOR

EDITOR-IN-CHIEF

Jade Evans

jevans@thehotelmagazine.co.uk

EDITORIAL ASSISTANT

Ailsa Newgreen ailsa@cimltd.co.uk

DIRECTOR

Declan Wale

declan@thehotelmagazine.co.uk Tel: 01795 509 112

HEAD OF BUSINESS DEVELOPMENT

Jazmine Davis

jazmine@thehotelmagazine.co.uk Tel: 01795 509 105

ADMINISTRATION MANAGER

Natalie Woollin admin@cimltd.co.uk Tel: 01795 509 103

CREDIT FACILITIES MANAGER

Gwen Lee creditcontrol@cimltd.co.uk Tel: 01795 509 103

MARKETING MANAGER

Lucas Payne lucas@cimltd.co.uk

SOCIAL MEDIA MANAGER

Lily Lawson socials@cimltd.co.uk

8 INDUSTRY UPDATE

Wondering what’s currently happening within the hotel sector? We reveal all as we share insights into some of the latest news.

17 GUEST EXPERIENCE

With there being a growing demand for four-legged guests, we explore how allowing pets can drive revenue, increase bookings, and build guest loyalty.

42 IN THE HOT SEAT

Taking to the Hot Seat this month is co-founder of House of Gods, Mike Baxter. We delve into his career thus far, as well as the upcoming opening of the Canary Wharf branch.

46 HOTEL OF THE MONTH

We explore the refined charm of South Kensington’s Number Sixteen Hotel as it features as our Hotel of the Month this May.

50 EVENTS

With the help of industry experts, we look at how hotels can optimise underutilised areas for profitable events that stand out from the crowd.

58 EV CHARGING

We discuss how your venue can charge up profits by implementing EV charging stations on-site.

DESIGN AND PRODUCTION

Grant Waters grant@cimltd.co.uk

James Taylor james@cimltd.co.uk

HEAD OF DIGITAL

Xhulio Bishtaja

SALES DIRECTOR

Tom Woollin

CHIEF EXECUTIVE

John Denning

Villa d’Este Strengthens Managerial Leadership With Two New Appointments

As part of the ongoing growth and consolidation of the Villa d’Este Group, which began in 2024 with a number of acquisitions, including Hotel Miralago and Harry’s Bar in Cernobbio, Villa d’Este is delighted to announce two key appointments to its senior leadership team. Mirko Marchi has been named as General Manager, whilst Barbara Gibellini has been appointed Resident Manager, with both bringing consolidated international experience and knowledge of the luxury hotel industry.

Marchi has more than 20 years of experience in the hospitality industry, having held senior positions in international groups such as Marriott and Hyatt, both between the United States and the Middle East. His career path began in Food & Beverage, leading him to leadership roles in Italy and abroad, eventually joining Rosewood Castiglion del Bosco as Director of Operations, before being promoted to Managing Director in 2022.

Meanwhile, following a degree in Engineering from the Politecnico University in Milan and a Master’s degree in Fashion Retail Management from Bocconi University, Gibellini embarked on a career path in the retail sector before moving to the world of hospitality in 2008. She has gained solid experience as General Manager at several companies, including Boscolo Hotels and, more recently, at

Villa Principe Leopoldo and Park Hotel Principe in Lugano. Commenting on the appointments, Davide Bertilaccio, CEO of Villa d’Este Spa and Managing Director of the Group, shared: “ With their arrival and fantastic experience, Mirko Marchi and Barbara Gibellini will strengthen the cohesion and value of the team. They are ready to face with us a period of great challenges and responsibilities where they will express all of their talent.”

Jake McHugh Appointed General Manager of Grand Central Hotel, Belfast

Grand Central Hotel Belfast, part of Hastings Hotels group has recently appointed Jake McHugh as General Manager at the iconic city centre hotel. Having lived abroad and worked in hotels in various positions for over two decades, McHugh brings a wealth of knowledge and experience to the role.

Following a two year apprenticeship in a London hotel, and a four year hospitality degree at the University of Westminster, McHugh embarked on what would become a successful career in hotel and hospitality management. McHugh’s previous roles include Head Concierge at Hyatt Carlton Tower in London and Front Office Manager at the Grand Hyatt Hong Kong, Director of Rooms in Thailand Hyatt Regency Hua Hin, and Andaz Seoul Gangnam Korea and General Manager in Japan at Hyatt House Niseko and the UK at Hyatt Place West London. With moves across China, Thailand, Japan, Korea,

Australia and Singapore, McHugh has travelled the world, honing and refining his skills across all areas of hospitality.

In his new role, McHugh aims to maintain Grand Central’s position as the luxury destination of choice in the city centre, fueling innovative culinary developments at well-loved Seahorse and The Observatory as well as upholding excellent service standards across all aspects of the hotel.

Speaking on his appointment, McHugh said, “I’m delighted to join the Grand Central Hotel Belfast and excited to enhance its position as one of Belfast’s most iconic hotels. My vision is to elevate our food and beverage offering with innovative menus, a Chef’s Table experience, and a greater focus on local ingredients. We’ll also introduce more live music to create a vibrant atmosphere and expand our concierge service with bespoke itineraries showcasing Belfast’s best. I look forward to leading the team in delivering exceptional experiences for our guests.”

Aethos takes over Nobu Hotel London Shoreditch

Aethos, Europe’s fastest-growing hospitality brand and members’ club, is set to make a bold entrance into London this summer. The highly anticipated acquisition of the Nobu Hotel London Shoreditch building by Limestone AG marks a new chapter for Aethos, bringing its signature blend of vibrant culinary concepts, well-being, and community-driven hospitality to one of the capital’s most dynamic neighbourhoods.

Located in the heart of East London, the 164-room hotel will be fully reimagined to reflect Aethos’ core values. At the centre of the transformation will be an elevated space for Aethos members, a curated community for more-seekers – those seeking more connection, more experiences, more travel, and more well-being. Members will have access to thoughtfully designed lounges, private meeting areas, and a dynamic social calendar that mirrors the creative spirit of Shoreditch. Spaces will be redefined to bring life and vibrancy to the property, bridging the best of Shoreditch with an innovative culinary concept. The property will also feature a boutique spa focused on holistic well-being alongside a longevity-focused training studio using cutting-edge technology.

“Aethos is more than just a lifestyle hotel company—it’s a global community,” said Benjamin Habbel, Co-Founder and CEO of Aethos. “With the launch of Aethos London Shoreditch, we are excited to introduce a new kind of

members’ club to East London—one rooted in shared experiences, inclusive club culture, and thoughtful social programming to enable meaningful connections. Shoreditch has always been a hub of creativity and culture, making it the perfect location for our London debut.”

The Hari Receives EarthCheck Silver Certification

The Hari has officially received its EarthCheck Silver Certification for 2025–2026! This marks the brand’s third consecutive year of recognition for sustainable practices in the tourism industry.

Angela Montebello, Head of Sustainability at The Hari, sees the achievement as more than just a certification. She commented, “It reflects our ongoing commitment to improving and embedding sustainability across every aspect of our operations. Through our trusted partnership with EarthCheck, the world’s leading scientific benchmarking and certification group for sustainable travel and tourism, our practices are independently audited to meet rigorous standards.”

In recent years, The Hari has introduced several initiatives aimed at reducing its environmental footprint. These include minimising single-use plastics, implementing energy-efficient systems, reducing food waste, and sourcing responsibly produced local ingredients for its dining venues. Staff also receive regular training on sustainability practices, helping to foster a company-wide culture of environmental responsibility.

The hotel continues to raise the bar in eco-conscious hospitality, ensuring luxury and sustainability go hand in hand.

CELEBRATING EXCELLENCE

The Hotel Magazine Awards will shine a spotlight on excellence in the hospitality industry with a prestigious event on April 28, 2025, at the Leonardo Royal Hotel, Tower Bridge in London. As we gear up for the event, here’s a final reminder of what to expect and an enormous special mention to all of our wonderful partners.

The success of the Hotel Magazine Awards is made possible by the generous support of our esteemed partners, each contributing uniquely to enhance the event experience:

• Eco-Scent: As the Official Scent Sponsor, Eco-Scent will create an inviting and memorable atmosphere through their eco-friendly scent marketing solutions, enhancing the sensory experience for all attendees. thehotelmagazine.co.uk

• Difference Coffee: Serving as the Coffee Sponsor, Difference Coffee will provide exceptional coffee selections

and feature a stand at the UKBG bar, ensuring guests enjoy premium brews throughout the evening.

• Silent Night: The Headline Sponsor for the Hotelier category, Silent Night underscores its commitment to excellence in hospitality by supporting this significant award.

• Lemi: As the Headline Sponsor for Spa & Wellness, Lemi highlights the importance of well-being in the hotel industry, championing those who excel in this field.

• Vanity Group: Taking the role of Headline Sponsor for the Environment category, Vanity Group also contributes

a display, emphasising their dedication to sustainable practices within the hospitality sector.

• EIRA: As the Water Sponsor, EIRA ensures that guests stay hydrated with their premium water offerings throughout the event.

• Mixology Express: Serving as the Ready-To-Drink (RTD) Sponsor, Mixology Express will feature a pop-up, offering guests a taste of their innovative beverages.

• Monpure: The Headline Sponsor for the Hotel Group category, Monpure supports the recognition of outstanding hotel groups making significant impacts in the industry.

• Miele: As the Headline Sponsor for the Unsung category, Miele honors the often-overlooked heroes who contribute immensely behind the scenes.

• BidFood: Taking on multiple roles, BidFood is the Food Sponsor, will host a pop-up, and provide wine on tables, ensuring a delightful culinary experience for all attendees.

• Telmont (Remy): Enhancing the celebratory mood, Telmont will provide welcome drinks and place a bottle on each table, adding a touch of elegance to the evening.

• Botanist (Remy): As the Gin Cocktail Sponsor, Botanist will feature a pop-up, offering guests a selection of exquisite gin cocktails.

• Mews: Serving as the Headline Sponsor for the Hotel of the Year award, Mews supports the recognition of the most outstanding hotel of the year.

• LockHart: As the Exclusive Tableware Sponsor, LockHart ensures that the dining experience is complemented by premium tableware.

• Stuncroft: Providing uniforms and featuring a mannequin display, Stuncroft adds to the event’s aesthetic and professional ambiance.

• Saicho: As the Food Pairing Partner, Saicho will feature a pop-up, offering guests unique non-alcoholic pairings to complement the culinary offerings.

• Verdant: Featuring a pop-up, Verdant showcases their

innovative solutions, contributing to the event’s dynamic atmosphere.

• Agilysys: Serving as the Headline Sponsor for Marketing, Agilysys highlights the pivotal role of marketing in the hospitality industry.

• Beluga: As the Vodka Cocktail Sponsor, Beluga will host a pop-up bar, offering guests a selection of premium vodka cocktails.

• L’Occitane: Generously sponsoring the gift bags, L’Occitane adds a touch of luxury for attendees to take home.

• Symphonie Pasquier: As the Official Petit Four Sponsor, Symphonie Pasquier will provide delightful petit fours to sweeten the evening.

• Caterer.com: Featuring their logo on the gift bags, Caterer.com shows their support for the hospitality industry and the event.

• Athletic Brewing: Providing non-alcoholic beer, hosting a pop-up, and featuring their products on tables, Athletic Brewing caters to guests seeking quality non-alcoholic options.

• PPLPRS: As the Headline Sponsor for the Food & Beverage category, PPLPRS emphasises the integral role of music and licensing in enhancing the dining experience.

• Be Inclusive: Serving as the Equality, Diversity, and Inclusion (EDI) Headline Sponsor, Be Inclusive champions the importance of inclusivity within the hospitality sector.

• London Essence: As our Official Mixer Sponsor, the brand will provide an array of pairing options to accompany our alcoholic serves.

The Hotel Magazine Awards promise to be an unforgettable evening, celebrating the best in the hospitality industry. With the invaluable support of our sponsors, attendees can look forward to a night of recognition, networking, and celebration.

COMPANY PROFILE

EIRA Water are the official water sponsor at this year’s Hotel Magazine Awards. As the event date draws closer, we share details on the brand and its philosophy - Crafted by Nature. Captured in Elegance.

At EIRA, we believe that excellence lies in nature’s purity. Sourced from the untouched fjords of Eresfjord, Norway, EIRA Water is a testament to the pristine landscapes it flows from. Each drop is naturally filtered through ancient layers of quartz, a journey that takes almost two months, ensuring an unparalleled clarity and purity. Our water’s journey from source to bottle is untouched, preserving its fresh, clean taste.

EIRA’s sparkling variant is delicately carbonated to enhance the natural taste profile, making it a sophisticated pairing for fine dining experiences. Our still water, with its low mineral content, complements even the most delicate flavors, making it an ideal choice for high-end culinary

settings.

Sustainability is at the heart of EIRA. Our water is bottled at the source using 100% renewable hydroelectric energy, and our packaging reflects our commitment to environmental stewardship, using glass to maintain the integrity and freshness of our product while minimizing our carbon footprint.

Available in MICHELIN-starred restaurants, distinguished hotels, and fine-dining venues, EIRA reflects the essence of Norway’s pristine landscapes. With every sip, discover the purity that make EIRA a choice for those who seek the finest in natural mineral water. eirawater.com

Pringles is growing 15% YoY, outperforming total crisps1

Our cereal bars account for 2 of the top 3 best-selling cereal bars in foodservice2

Kellogg’s accounts for 3 of the top 5 cereal brands in foodservice3

Cheez-It reached $12.2m value sales after 31 weeks4 with

GUEST EXPERIENCE

IS IT RIGHT FOR YOU?

Expanding your hotel business to include pet-friendly accommodations can be a great way to attract more guests, but it requires careful planning. Here are five ways to assess whether it’s a viable option for your hotel.

1

EVALUATE MARKET DEMAND

Start by looking what’s already out there and research local competitors to see if they offer pet-friendly rooms. Delve further into the search by checking online travel platforms such as TripAdvisor and Booking.com to see how often travellers search for pet-friendly stays in your area to investigate whether there is a demand to ensure it’s a worthy investment. You could even conduct a survey of past guests to gauge interest simply by adding it as a question to their post-stay feedback form.

3

REVIEW LOCAL REGULATIONS & LIABILITY ISSUES

You must set aside time to thoroughly check municipal and health regulations regarding pets in accommodations. Before making a final decision, consult a lawyer or insurance provider to understand liability concerns and how this can affect the venue’s additional outgoings. Also, ensure that you establish clear pet policies and share details evidently for potential guests on details such as weight limits, breed restrictions and additional fees when staying with a pet.

5

2

ASSESS YOUR FACILITIES & SPACE

Logistics always needs to be at the forefront of your mind. Ensure your hotel has rooms or areas that can be easily cleaned and maintained (e.g., hard flooring instead of carpets). If you are limited on outdoor space and green areas, offering pet-friendly stays may not be right for you, as an ample amount of easily accessible pet relief areas is essential. If you will be only making part of your venue pet-friendly, you should consider separate entrances or designated floors for guests who are staying with their furry friends.

4

CALCULATE COSTS & POTENTIAL REVENUE

Crunch some numbers and put pen to paper in order to estimate the cost of pet-proofing rooms (stain-resistant furniture and odour control). You must also factor in extra cleaning and maintenance costs for the addition of furry friends as guests and determine if pet fees (e.g., nightly surcharge or deposits) can offset expenses. It’s all about weighing up the pros and cons as well as the figures exhaustively.

TRAIN STAFF & PLAN FOR OPERATIONS

All staff must be on board with all of the changes that come with offering pet-friendly stays. This means that the team should be trained on handling pet-related issues and customer service for pet owners. In order to enhance guest experience for owners and pets alike, you could partner with local pet services (vets, groomers, pet sitters). Finally, ensure your wider team develop clear marketing strategies to attract pet owners without alienating non-pet guests to ensure you still manage to gain repeat custom.

FOUR-LEGGED GUESTS

We open up the business case for pet-friendly hotels, examining how allowing pets can drive revenue, increase bookings, and build guest loyalty.

The hospitality industry is evolving, and one of the fastest-growing trends is pet-friendly accommodations. More travellers than ever are bringing their furry companions along for the journey, creating a lucrative opportunity for hoteliers. By welcoming pets, you can drive revenue, increase bookings, and build long-term guest loyalty at your hotel

Allowing pets isn’t just a nice perk—it’s a strategic move. Pet fees, deposits, and add-on services such as pet-sitting, grooming, and specialty pet menus provide additional

revenue streams. Hotels that embrace pet-friendly policies can also tap into a niche market, differentiating themselves from competitors and attracting travellers who would otherwise opt for alternative lodging options, such as vacation rentals.

Also, with an increasing number of pet owners prioritising accommodations that allow their animals, hotels that adopt pet-friendly policies can experience higher occupancy rates. Families and solo travellers alike seek properties where their pets are welcome, often staying longer and booking higher-tier rooms. In

“The rise of people travelling with their pets also influenced our loyalty program offering.”

fact, a survey by the American Pet Products Association found that 37% of pet owners travel with their pets, demonstrating a significant demand for pet-inclusive stays.

A pet-friendly approach fosters deeper guest relationships. Guests who find a hotel that accommodates their pets are more likely to return and recommend the property to others. Additionally, word-of-mouth and online reviews from pet owners can enhance a hotel’s reputation, driving further business. A warm welcome for pets often translates to a more memorable and enjoyable stay for the human guests as well.

To successfully integrate a pet-friendly policy, you must establish clear guidelines, designate pet-friendly rooms, and offer amenities such as pet beds, bowls, and welcome treats. Partnering with local pet services, like dog-walking companies or veterinarians, can further enhance the guest experience.

Natalia Rakowska, Head of Marketing at room2, explained that the brand has noticed an increased demand for petfriendly stays, which has increased year-on-year. Natalia said, “Since we opened our newest property in Belfast, a new market for us, room2 Belfast has become the number one choice for many guests who are travelling with their

pets as this is still a relatively new concept in the local market.”

As part of room2’s new and improved loyalty programme, The Hometel Club, members have the option to bring along their pets to stay for free as one of the perks which Natalia explained has received positive feedback from pet owners. “Since the launch of The Hometel Club, we have seen a higher percentage of returning guests as well as an increase in five-star reviews mentioning the pet-friendly aspect of our properties,” she added.

Pet-friendly hotels are no longer a luxury but an expectation for many travellers. As more people consider pets part of the family, they seek accommodations that welcome their furry companions.

Natalia also believes that this is something that will become a “standard expectation”. room2 hometels pride themselves on being open, accessible and welcoming to all, including four-legged friends.

As a result of the growing demand for pet-friendly amenities, room2 introduced pet welcome registration cards, which Natalia revealed is always “appreciated by pet owners and helps to provide a warm welcome to all.” Alongside this, room2 wanted to offer guests essential pet

“50% of owners are making plans to travel with their beloved companions.”

travel products, such as treats, toys and poop bags, which led the brand to partner with fellow B Corp brand, Beco Pets. “The rise of people travelling with their pets also influenced our loyalty program offering, leading us to offer pet-free stays for our members,” added Natalia.

Kimpton BEM Budapest is another example of a venue embracing the demand for travelling with a furry companion. The hotel offers a pet-friendly policy, extending a warm welcome to all animals that comfortably fit in the elevators. At Kimpton BEM Budapest, pets receive pet-bed loaners, food, water bowls and mats and a concierge list of nearby pet-friendly destinations.

Seaham Hall, County Durham’s prestigious five-star coastal hotel, warmly welcomes dog owners seeking an unforgettable experience for themselves and their furry companions. As recent statistics reveal, 34% of households now proudly home a pet dog and an impressive 50% of owners are making plans to travel with their beloved companions. The team behind Seaham Hall therefore understand the importance of providing exceptional petfriendly accommodation to suit this rising demand, and therefore have a range of allocated dog-friendly suites on

site for visitors to enjoy. In addition, recent surveys have also shown that 85% of travellers express a preference for staycations where they can bring their pets along, highlighting the significance of creating memorable experiences closer to home.

Seaham Hall are invite guests (and their canine companions) to indulge in the serenity of County Durham’s coastline, exploring picturesque coastal paths, sprawling beaches, and endless countryside vistas. Seaham Hall has carefully appointed a selection of its 21 rooms and suites to accommodate well-mannered four-legged friends.

With more than 42% of travellers with pets expressing a desire for destinations offering ample hiking opportunities, and an impressive 15% emphasising the importance of dog-friendliness on beach vacations, Seaham Hall offer a ‘paw-fect pooch stay’.

As the demand for pet accommodations continues to grow, hotels that embrace this trend will gain a competitive edge. By catering to four-legged guests, properties can boost revenue, increase bookings, and secure lasting guest loyalty—proving that pet-friendly policies aren’t just about hospitality, but also smart business.

CANINE COMFORT

Elevate your guest experience with European handmade orthopaedic luxury beds designed specifically for dogs.

Welcoming dogs to your hotel is a significant opportunity to elevate your brand. As the demand for pet-friendly accommodations rises, Baker & Bray can help you capture this growing market. Our passion for dogs and commitment to sustainability inspired us to create European Handmade Eco-Luxe orthopaedic memory foam dog beds.

These beds feature a soft, durable luxury outer fabric made from an average of forty recycled plastic bottles, certified by the Global Recycle Standard (GRS). Designed to last for years, they offer exceptional value for money, delighting both guests and housekeeping teams alike.

The unique geometrical shape and carefully chosen antianxiety materials of our sofa-style pet beds help keep dogs cool, calm, and comfortable. They support joints and bones, helping to prevent and alleviate discomfort, ensuring every dog enjoys restful sleep, whether they’re a playful puppy or a senior companion.

Handcrafted in Europe with meticulous attention to detail, our beds are non-toxic, hypoallergenic, and highly resistant to snagging. They are veterinarian-endorsed and provide the perfect blend of comfort and support, enhancing your guests’ stay and encouraging repeat visits.

Our orthopaedic memory foam is sourced from premium-grade offcuts that would otherwise end up in landfill. The memory foam and side bolster filling are encased in water-repellent pouches, ensuring longevity and easy maintenance between guest stays.

With eight stunning colours to choose from, all covers are removable, washable, and interchangeable, allowing you to match the dog bed to your hotel’s decor for years to come.

We also offer affiliate programs for hotel partners, providing an additional revenue stream by selling our products. Contact us today to learn more about how we can enhance your guest experience. www.bakerandbray.com

SERVING WITH PURPOSE

Belu share insights from the ‘Tastemakers’ highlighted in their new ‘Served with Purpose’ campaign.

At Belu, we do business differently, prioritising people and the environment. Plus we have a clear purpose: to change the way the world sees water. This purpose is what sets us apart and drives every choice we make, from our commitment to giving all our net profits to WaterAid, to ensuring we make our products as sustainable as we possibly can.

Belu bottled and filtered water is found on the bestdressed tables and we partner with many inspiring and influential hotels and hospitality businesses. They share our ethos and choose Belu because of our sustainability credentials as well as the fact that we are making a real global difference by partnering with WaterAid to bring clean water, decent toilets and good hygiene to communities worldwide. Together, we’re proving that business really can help solve some of the global challenges we face.

We have just launched a new campaign ‘Served with Purpose’ which honours our partners - and their decision to choose a brand which shares their passion for taking a more purpose-led approach.

Consumers are becoming increasingly conscious of the impact of their decision making. Considering the food they eat, where the products they drink, eat and use are being sourced, how those organisations are run and what happens with the profit generated. That’s why we’ve spotlighted some of the amazing people in our network who lead the way in terms of purpose-led business, to identify the tangible steps everyone can take to start ‘Serving with Purpose’, or to amplify and share what they are already doing.

As part of our ‘Served with Purpose’ campaign we are creating a must-read guide, bringing together insight and ideas from our team of Tastemakers. We want to share their thinking with as wide a network as possible, inspiring

Luke Holder and Tammy Kenyon at Lime Wood. Credit: Zodee Media.

action which will also enhance customer experience and boost loyalty.

Our Tastemakers all agree that leading with purpose inspires teams and brings everyone together.

Emma Reynolds, Founder of ‘Tonkotsu’ ramen restaurants shared her thoughts on this, “We have a very strong set of beliefs and values at Tonkotsu, and we introduce all new team members to them very early on in their journey.”

When leaders champion an organisation’s purpose and inspire teams by walking the talk, it naturally creates a ripple effect where purpose becomes ingrained in the company culture.

We’ve learned that Purpose can be fuelled by many different things.

As part of the campaign build up, we asked our Tastemakers to share how purpose-motivates them in their business, and the answers were diverse and wide ranging. Some prioritised sustainability and regeneration while others felt that team wellbeing and development was the place to start.

For Chantelle Nicholson, founder of Michelin Green star award winning Apricity Restaurant, purpose is embedded in every detail, from sourcing to service.

“We serve with purpose through everything that we do at Apricity. That includes the chairs that are made from recycled cola bottles, the regeneration of the meat that we choose and the wonderful vegetables we choose from Kent and East Sussex farms. The produce we serve is very circular in nature. It’s intended to have minimal waste and bring maximum joy and maximum flavour.”

At Belu, our purpose: to change the way the world sees water, is fuelled by our passion for making a difference.

Clean water is a basic human right and that’s why we’re driven to keep growing our total ‘net profit given to WaterAid’ figure. The fact that we’ve just passed the £6 million mark is something we’re very proud of.

Purpose-driven businesses thrive when they are built on meaningful relationships.

Another key thing that our Tastemakers agree on is the fact that the suppliers and partners you bring on your journey can amplify your purpose and the impact you deliver. Supply chain partners can be powerful advocates and by aligning on purpose goals and choosing organisations with shared values, a more responsible supply chain can be built.

Louise Sheppard, UK Head of Corporate Real Estate & Workplace Services at Zurich, a workplace partner that has been part of the Belu Collective since 2011, agrees that a shared purpose between client and supplier only strengthens both businesses.

“Bringing in social enterprises, being as forward thinking as possible and incorporating as many diverse suppliers that we can within the business is really key for us.

I think it’s important for businesses to be seen doing the right thing, supporting employees and local communities. I think everybody needs to feel proud of the organisation that they work for.

Working with Belu has been brilliant right from the very start. It’s the actual interactions that we really find

beneficial. It’s the operational team, the shared events where we can support each other. It is also always absolutely fantastic to hear first-hand what impact we are helping to deliver, and how our investment is benefitting lives globally.”

Small steps can build to make a big difference . Moving to a more purpose-led business model doesn’t necessarily require huge changes. In fact our Tastemakers agree that some of the most impactful shifts come from small, intentional decisions made consistently over time. Whether it’s reducing waste, sourcing more responsibly, or improving transparency, these small shifts can swiftly build to create meaningful change.

At Belu, we’ve taken many small but significant steps over the past 20 years to strengthen our ability to deliver against our purpose. We’ve also developed our Purpose P&L©, a framework that helps us evaluate the impact we’re delivering through our business, from our carbon footprint to our impact investments and we include it in our annual Impact Report.

We’re looking forward to sharing more from our ‘Served with Purpose’ Tastemakers as our campaign progresses.

Whether it’s starting with empowering and inspiring teams, working with partners, making small but meaningful changes, or simply considering what ‘Serving with Purpose’ means to you, we’d love you to get involved.

Find out more at Belu.org/Served with Purpose.

Read more from our inspirational Tastemakers, nominate your own, or share how you ‘Serve with Purpose’ – so we can bring your organisation into the conversation.

DRINK THE DIFFERENCE. Belu.org

Louise Sheppard, Zurich.

Photo credit: Zodee Media

HARMONY LOUNGE

The future of spa relaxation from LEMI.

In an era where the concept of wellness has evolved into a complete multi-sensory experience, LEMI introduces Harmony Lounge, a chaise longue that transforms any environment into a haven of relaxation. Designed to meet the most sophisticated needs of spa settings, it combines advanced technology and refined aesthetics, offering a new level of comfort and well-being.

Created for the most exclusive locations, Harmony Lounge turns every moment into an unparalleled wellness journey. The Standard version, with its elegant electric tilting movement, gently guides you to the ideal position for total comfort. Every gesture becomes natural, every breath deeper. But if you desire an even more immersive experience, the Premium version offers you a more intimate contact with relaxation, thanks to vibro-acoustic technology and integrated heating. The body is thus lulled by harmonic vibrations and warmth, creating an atmosphere that envelops you in a hug of well-being.

The magic of Harmony Lounge lies in its ability to resonate with your being. The gentle vibrations and the sound that accompanies every movement create a perfect synergy, capable of freeing the mind and relaxing the body. It’s as if every note, every vibration, every nuance of warmth transports you to a world where tranquility and serenity are the absolute protagonists.

Made with precious materials, Harmony Lounge is not only a pleasure for the body but also for the eyes. Its elegant and refined design fits naturally into any environment, making every spa an even more special place. It is the perfect complement for those seeking a wellness experience that goes beyond physical treatment.

Harmony Lounge is not just a product; it’s an invitation to stop, to breathe, to rediscover the deepest well-being. Because true luxury is taking care of oneself, in every nuance of body and spirit.

www.lemi.it

THE SPIRT OF INDIVIDUALITY

In this interview, the team behind The Isle of Wight Distillery shares insights into their journey—from their inspiration and ethos to the unique botanicals that define their spirits. They also discuss how hotels and bars can incorporate their collection to create memorable guest experiences through cocktail programs, storytelling, and signature serves.

Can you share the story behind The Isle of Wight Distillery? What inspired its founding? When we founded the distillery in 2014, our mission was to create spirits that expressed the character of the ocean and the island, using local and ethically sourced botanicals. When we launched Mermaid in 2015, we had phenomenal support from our community and along the UK South Coast, which we were tremendously grateful for. We use rock samphire, known locally as ‘mermaid’s kiss’ to give Mermaid its characteristic savoury ‘ocean breeze’. We then embarked upon a lengthy redesign process, upgrading

the bottle so it really reflected the ocean and had shelf stand out. We also made sure the bottle was crafted from completely recyclable materials. We’ve since launched two more gin expressions, Mermaid Pink Gin and Mermaid Zest Gin, as well as Mermaid Salt Vodka and Mermaid Spiced Rum. In 2022, we achieved another sustainability goal of becoming a B Corporation, joining a global, progressive community of organisations using business as a force for good.

“Each of our spirits is created to evoke a moment in time.”

Your Mermaid Gin range has become iconic. What sets it apart from other premium gins on the market?

Each of our spirits is created to evoke a moment in time. They are nature-inspired and of our world; the beach, a garden in summer, a breath of sea air, a sweet summer’s evening…

All Mermaid expressions use island botanicals. We forage rock samphire from the Isle of Wight coastline to give our gins a ‘hint of sea air’. Mermaid Pink Gin is infused with Isle of Wight strawberries from the Arreton Valley, while Mermaid Zest Gin is a blend of coastal rosemary with island grown lemons and bergamots.

Beyond gin, what other spirits do you produce, and how do they reflect the distillery’s ethos?

In keeping with the rest of the collection, we also produce Mermaid Salt Vodka which is subtly enhanced by rock salt sourced from the island’s flood tides, and Mermaid Spiced Rum featuring Isle of Wight honey from our beehives, local apricots and white cherries from Godshill Orchards.

How can hotels best incorporate your spirits into their offering—through cocktail programs, minibar selections, or exclusive events?

We encourage and support the on-trade with cocktail menu creation using our Mermaid collection. Our premium spirit collection makes it effortless to create a cocktail offering that suits a variety of cliental. Mermaid’s target audience is instinctively drawn to beauty, keen to try new experiences, and frequents hotels that offer something that speaks to them and their way of life.

How can hotels use storytelling to enhance the guest experience with your spirits?

Hyper-local is trending, and there is a growing interest for locally-sourced ingredients. Including bios and stories in menu creation encourages more emotional decision making from cocktail lovers. Our ‘hint of sea air’ always sparks discussion at a bar, and once golden hour comes, it’s time for a Mermaid moment.

Are there specific cocktail pairings or signature serves that work well in a hotel setting?

Our Mermaid perfect serves hero each of our spirit collection. Carefully selected to ensure the botanicals shine through, our recommended premium mixer is Fever-Tree. A firm favourite amongst bar and hotel groups. For our signature Mermaid Gin we pair a splash of Fever-Tree Refreshingly Light Tonic and garnish with three wheels of cucumber - a savoury middle ground between the vibrant citrus from the lemon zest and the salty note from the rock samphire.

When it comes to cocktail creation, we encourage creativity with elevated and bespoke serves, incorporating locally-sourced ingredients and running with the trends, or mastering an offering like no other.

For something sophisticated, a Mermaid Martini never disappoints. A Vesper intertwines both our signature and award-winning Mermaid Gin with our Mermaid Salt Vodka to create a dry martini with a burst of citrus. isleofwightdistillery.com

EXTRAORDINARY EXPERIENCES

With innovation and sustainability at the brand’s forefront, we share a series of news from L’Occitane en Provence.

L’Occitane en Provence is dedicated to elevating luxury hospitality experiences through exceptional, sustainable, and sensorial innovations for hotels and their guests worldwide. With more than 40 years of expertise in sustainable beauty and 25 years in hospitality, the brand is proud to receive industry accolades and forge exciting new partnerships. Here’s what’s making headlines in the world of L’Occitane en Provence Hospitality today.

Introducing two new exclusive amenities ranges

This year, L’Occitane en Provence will unveil two new hotel amenities collections, designed exclusively for premium four and five-star hotels. Both showcase the brand’s signature expertise in crafting high-quality amenities inspired by the natural beauty of Provence, while remaining committed to sustainability. The first, Jasmin Bergamote (Jasmine Bergamot), is a radiant, uplifting blend of sweet jasmine, mandarin and fresh bergamot. It is available in 400ml dispensers with one-litre refill bottles, alongside 30ml amenities, plus a 50g solid soap. The second new range is Lavande Blanche (White Lavender), a serene and aromatic fragrance infused with white lavender essential oil, available exclusively in 400ml dispensers with one-litre refill bottles. It has the irresistibly aromatic fragrance of freshly laundered Provençal linen.

In line with its mission to redefine elegance and responsibility in hospitality, both collections will feature 100% recycled and recyclable PETR refill bottles, with dispensers made of 30% recycled plastics and designed for reuse. Both ranges contain silicone-free conditioners and natural origin ingredients - 89% for Jasmin Bergamote, and 87% for Lavande Blanche.

Recognised by Forbes Travel Guide: A Mark of Excellence

Astria™, the preferred supplier platform of Forbes Travel Guide, has named L’Occitane en Provence a trusted supplier. This prestigious distinction reaffirms its position among the world’s most respected brands serving

deluxe hotels and spas. As the global authority on luxury hospitality, Forbes Travel Guide rigorously evaluates top-tier properties worldwide. L’Occitane en Provence’s selection as an Astria™ trusted supplier underscores its commitment to providing authentic, high-quality products that enhance the guest experience.

Luxury Lifestyle Award Winner: Best Hotel Amenities Brand in Europe

More exciting news! L’Occitane en Provence has been awarded the 2025 Luxury Lifestyle Award for Best Luxury Hotel Amenities Brand in Europe. This honour reflects the brand’s unwavering dedication to creating indulgent, ecofriendly products that redefine the hotel guest experience. For over 17 years, the awards have recognised excellence in quality, craftsmanship, and innovation. To be celebrated among the world’s finest brands is a true privilege.

Alexander Chetchikov, President of the World Luxury Chamber of Commerce, commented: ‘Luxury is more than aesthetics – it’s about transforming an experience into something extraordinary. L’Occitane en Provence has mastered this philosophy, creating amenities that reflect both indulgence and responsibility.’

Discover more about L’Occitane Hospitality at spa.loccitane.com

LUXURIOUS AND SUSTAINABLE

Where Tradition Meets Contemporary Sophistication: The Great Southern Killarney.

The historic Great Southern Killarney is a truly unique and iconic hotel, nestled on six acres of beautiful gardens in the heart of Killarney town centre, Ireland. With a rich and impressive history, the hotel has retained its striking original Victorian features while continually evolving to offer a deluxe guest experience, complete with beautifully appointed accommodations.

For over a decade, the hotel has proudly partnered with ADA Cosmetics to provide premium guest amenities that match its luxurious atmosphere. Among these is the luxury hotel amenities range from The White Company, a British brand synonymous with elegance and style.

The White Company: Redefining Lifestyle Luxury

Founded by Chrissie Rucker OBE over 30 years ago, The White Company has grown into one of the UK’s fastestgrowing multi-channel retailers and a leading lifestyle brand. At its heart lies a commitment to British town and country heritage, reflected in impeccably stylish and beautifully crafted products.

The hotel features The White Company’s celebrated hotel collection Lime & Bay, one of the three The White Company collections in ADA Cosmetics’ portfolio. Together with Flowers and Noir they all capture the essence of refined, elegant living. The sleek black-and-white design of the SHAPE dispensers, combined with The White Company’s signature branding, adds an element of understated sophistication and timeless beauty to every hotel’s bathrooms.

“At Great Southern Killarney, our dedication to combining historic charm with modern sophistication shines in every detail, “ said Maria O ‘Meara, Rooms Division Manager. “The elegant SHAPE dispensers by The White Company perfectly complement our style, and our guests consistently express their delight in enjoying this luxurious in-room skincare offering. It truly enhances their overall experience.”

Sustainability at the Heart of Innovation

The SHAPE system exemplifies a strong focus on sustainability. Since ADA Cosmetics’ dispensers are refillable, they align with the growing eco-conscious movement in the hospitality industry by reducing material waste by 67% and liquid waste by 50% compared to singleuse plastic bottles. This environmentally friendly approach addresses concerns over plastic waste while maintaining functionality and guest satisfaction. The dispensers are compatible with ADA Cosmetics Refillution, an advanced refill system that simplifies the replenishing process while ensuring airtight refills for optimal hygiene and reduced waste.

“Our commitment to sustainability is as integral as our dedication to luxury,” said O ‘Meara. “We truly value our partnership with ADA Cosmetics, whose ecofriendly dispenser system not only sets a benchmark for environmental responsibility but also harmonizes perfectly with our hotel’s refined style.”

For more information visit ada-cosmetics.com.

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SCENT SOLUTIONS

Enhancing Guest Experience with EcoScent: The Power of Scent Marketing in Hotels.

In the competitive world of hospitality, where every detail matters, hotels are constantly seeking innovative ways to enhance the guest experience. One of the most powerful yet often overlooked aspects of guest engagement is scent marketing. EcoScent, a leader in sustainable scent solutions, is revolutionising the way hotels create immersive and memorable atmospheres through the strategic use of fragrance.

The Science Behind Scent Marketing

Scent has a profound impact on human emotions, memory, and perception. Studies show that people remember scents with 65% accuracy after a year, compared to only 50% of visuals after just three months. This makes scent marketing a crucial tool in establishing a strong brand identity and elevating the overall guest experience. When a guest walks into a hotel lobby and is greeted by a carefully crafted signature scent, it triggers positive emotions, a sense of luxury, and a lasting impression that can lead to brand loyalty.

Creating an Emotional Connection

EcoScent specialises in designing bespoke scents that align with a hotel’s brand identity and ambience. Whether it’s a fresh and invigorating citrus aroma for a modern boutique hotel or a warm, woody fragrance for a luxurious resort, the right scent can instantly set the tone. By engaging the senses, hotels can create a welcoming and comforting environment that resonates with guests long after they check out.

Sustainability at the Core

Unlike traditional scenting methods that may rely on artificial chemicals and aerosols, we prioritise sustainability. Our scent solutions use eco-friendly, nontoxic ingredients that are safe for both guests and the environment. With a commitment to reducing carbon footprints, we ensure that hotels can enhance their guest experience without compromising their sustainability goals. This aligns perfectly with the growing demand for eco-conscious travel, where guests actively seek out hotels that prioritise green initiatives.

Enhancing Every Touchpoint

From the lobby to guest rooms, spas, and conference spaces, scent marketing can be tailored to enhance various

areas of a hotel. A relaxing lavender-infused atmosphere in spa areas, a crisp ocean breeze scent in coastal resorts, or a comforting vanilla aroma in guest rooms can all contribute to an elevated stay. By integrating scent marketing strategically, hotels can ensure that guests feel relaxed, refreshed, and connected to the brand throughout their stay.

A Lasting Impression

In today’s hospitality industry, where competition is fierce, creating a unique and unforgettable guest experience is key. With our innovative and sustainable scent marketing solutions, hotels can leave a lasting impact, making guests feel at home while reinforcing brand recognition. After all, the right scent isn’t just a fragrance—it’s an experience. ecoscent.co.uk

TOP QUALITY HOTEL CATERING

With there being a demand amongst hotel guests for high-quality bakery products, we spoke to Rebecca Calveley, Trade Marketing Manager for La Lorraine Bakery Group, to find out how the brand are staying ahead of the curve.

Can you share a brief introduction to La Lorraine Bakery Group and its mission in the hospitality industry?

La Lorraine Bakery Group (LLBG) is a 100% family-owned company headquartered in Belgium, with more than 80 years of experience in the milling and bakery sector. The company employs 5,000 passionate staff members, operates from 17 state-of-the art bakery plants and delivers to more than 35 countries. Its four key brands are La Lorraine, Panesco, Donut Worry Be Happy and Panos.

LLBG’s aspirational dream for the next 20 to 50 years is to grow, across generations, a sustainably entrepreneurial company, with a soul and passion for quality and innovation.

Our mission is clear: Everyday we get up to bake a better world together. We build wide access to more natural, tastier and fresher bakery products, contributing to wellbalanced daily nutrition and consumer delight. We do it sustainably while growing people to their full potential.

How do you see the role of high-quality bakery products enhancing the overall guest experience at hotels?

By providing high-quality, bakery products, hotels can enhance the overall guest experience and leave a positive impression. These delicious tasting goods can provide a small but impactful moment of indulgence that can contribute to guest satisfaction and loyalty.

Each and every one of Panesco and La Lorraine’s’s fully baked, smooth, buttery croissants can be prepared in no time to deliver a delightful tasty eating experience. The viennoiserie range offers everything from muffins and cakes, to sweet pancakes and tantalising waffles. Products within the range include its Mini Croissant Au Beurre, a butter rich mini croissant, made with 18% butter; Mini Pain Au Chocolat Au Beurre, a mini butter chocolate roll with two bars of dark chocolate; and its Mini Pain Aux Raisins

Au Beurre, a mini classic French swirl with butter, creamy custard and raisins. This ready to bake selection is suitable for vegetarians and is perfect for breakfast time, served alongside tea and coffee, as well as part of a hotel buffet occasion.

Positioning ourselves as one of the market leaders in frozen bake off products in Europe and the UK and Ireland, we believe we are leading the way in creating high-quality products that are delicious in taste and totally rich in flavour, giving consumers the quality and indulgence they deserve.

Have you noticed any evolving trends in consumer preferences when it comes to baked goods in the hospitality sector?

The craze for bite-sized products and mini desserts still continues. Although consumers are keeping a close eye on

what they eat, they still don’t want to give up the treat of bakery products. The beauty of many of LLBG’s products is that when they are defrosted, they can be cut to portion size before baking. This is ideal for meeting break-out sessions or afternoon tea events which are proving extremely popular in hotel establishments.

Panesco has tapped into this bite sized trend with its Mini Patisserie range, including the Mini American Muffin Mix - featuring a delightful assortment of single bite muffins in three delicious flavours: vanilla, vanilla with chocolate chips and double chocolate.

Panesco’s Mini Danish Mix also fits the bitesize trend. It is an assorted box filled with tasty treats including 5 mini Danish pastries, 20 maple pecan plaits, 20 apple lattices, 30 mini cinnamon swirls, 20 mini custard crowns and 20 mini raspberry crowns. These ready to bake products are ideal across all hotel catering outlets and can also be served as part of a breakfast or meeting style buffet setup.

Another evolving trend is healthier indulgence. Consumers are looking for indulgent products that are made with real ingredients, such as butter, eggs and premium chocolate and those that meet health standards, yet also taste delicious. La Lorraine’s Butter Croissants tick all of these boxes and are perfect for hotel catering setups. These fully baked, golden brown butter croissants offer exceptional quality and a full, rich taste. Made with a rich, pure butter, these handheld classics are suitable for vegetarians and are ready to serve within minutes.

Consumers are looking for speed, convenience and above all, quality from their food products. Particularly at breakfast occasions within hotels, consumers want their pastries to be ready and waiting when they come down from their rooms - as well as being freshly baked to perfection.

Panesco’s bake off technology is geared up for mass meal production and offers speed, efficiency and consistency - all at the touch of a button. LLBG’s products can be defrosted within an hour and are frozen fast and stored in the best condition. Thanks to bake off technology, products can be prepared in just the right quantity needed, producing fresh and delicious products - ideal for hotel catering environments.

How does La Lorraine cater to the growing demand for artisanal, healthy, or plant-based options?

Conscious consumption is important to keep a close eye on, as consumers continue to opt for more plant-based, healthier options. Recognising veganism as a specific key growth area, LLBG now has over 90 vegan products across its Panesco brand. Its Vegan Brioche Bun, for example, sits perfectly within this category. This product, along with the other brioche items within the range, is distinctive in terms of taste, colour and texture and above all, quality. Available as thaw and serve, this delightful bun is suitable across the hotel catering menu - from breakfast rolls to lunchtime sandwiches and hamburger buns.

The whole healthy/plant-based, vegetarian movement has now become a lifestyle choice, not just a fad or craze, which is why it is important for hotel caterers to get behind it and explore the plentiful opportunities it is currently offering.

We offer a wide range of bread and other baked goods across our LLBG and Panesco brands - all that are well suited to the healthy/vegan and vegetarian market. We will continue to adapt our offering and operations to help to satisfy consumer demands.

What key bakery items from your range do you believe resonate best with hotel guests?

Top food items from the LLBG range that resonate best with hotel guests are pastries for breakfast occasions and dinner rolls and brioche buns for dinner service. Panesco’s Pain Au Chocolat Au Beurre is always a firm favourite. Similar to the mini version, this chocolate roll from laminated yeast dough is made with butter and two bars of dark chocolate - served well alongside a hot tea or coffee in the mornings, for example. Another popular chocolate croissant within the range is Panesco’s Croissant Double Colour Choco Filled; a voluminous nice layered double coloured butter croissant created by two flavours of laminated yeast dough (natural and cocoa), infused with a rich choco filling.

In terms of dinner rolls, both La Lorraine and Panesco offer a wide variety of delicious bread products that work perfectly within hotel catering setups. Panesco’s Mini Rose Roll Mix, for instance, offers three flavours; white, flour dusted wheat rolls; dark, flour dusted wheat rolls with barley malt and rye sourdough; multigrain spelt rolls with rye sourdough and decorated with sesame and poppy seeds. All rolls are enriched with potato flakes and yogurt as secret ingredient for a persistent sensorial freshness.

What advice would you give to hoteliers looking to elevate their bakery offerings to meet modern guest expectations?

It’s all about maintaining a balance with your products, whilst at the same time, ensuring that the taste and quality of it is always your number one priority. It is also crucial that hotel operators stay informed of the latest bread/ bakery trends and seek out products that reflect consumer interests.

www.panesco.com/en-en / www.lalorraine.com/gb-en/professional

LEVERAGING LAUNDRY

The hidden impact of hotel laundry services on guest experience, as told by Simon Hart, National Account Manager at Miele Professional.

Hotel guests expect seamless service, from a smooth check-in to a comfortable night’s sleep. But what happens behind the scenes can be just as important as the front-ofhouse experience. One often-overlooked aspect of hotel operations is the laundry, yet guest reviews on platforms like TripAdvisor and Booking.com can suggest

it has a significant impact on satisfaction. Complaints range from noisy machines disrupting sleep to poorquality cleaning services ruining garments and linens. If not managed effectively, hotel laundries can negatively impact guest experience, staff well-being, and even a hotel’s bottom line.

From slow turnaround times to inadequate equipment,

these inefficiencies can cascade through all levels of a hotel’s operations. However, with the right planning and investment in high-quality laundry solutions, hotels can transform a weak point into a competitive advantage. Let’s take a tour of a typical hotel to see how laundry processes affect various aspects of the guest experience.

Ground floor – Reception: First impressions count

A guest’s experience begins the moment they arrive at the hotel. Ideally, check-in should be swift and stressfree, allowing visitors to settle into their rooms as soon as possible. If clean linens and towels are unavailable when needed, housekeeping must wait, delaying room readiness. Guests left waiting for their rooms may quickly become frustrated, setting a negative tone for their stay. Investing in laundry equipment with fast, efficient cycles can help ensure rooms are ready on time, improving first impressions. For example, Miele Professional’s Benchmark washing machines can thoroughly wash an 11kg laundry load and leave it with only 48% residual moisture in just 49 minutes.

First floor – Restaurant: The fine dining experience

Dining is a crucial part of the hotel experience, and details matter. Crisp, spotless table linens are expected in fine dining settings, but maintaining high standards can be challenging with back-to-back meal services. With breakfast, lunch, and dinner all requiring fresh linens, fast and effective laundry cycles are essential. If turnaround times are too slow, restaurants may face shortages of clean tablecloths and napkins, forcing them to compromise on presentation. The right equipment can ensure high-quality results without sacrificing speed, enhancing the dining experience for guests.

Second floor – Guest bedrooms: The comfort factor

For many guests, the quality of their sleep is the ultimate measure of a hotel’s standard. Clean, well-maintained bed linens are a key factor in ensuring comfort. Guests increasingly expect premium bedding, such as highthread-count Egyptian cotton sheets, which require careful laundering to preserve their softness and durability. However, using incorrect wash cycles, poorquality detergents, or outdated machines can wear down these fabrics, leading to rough textures and premature

deterioration. Not only does this effect guest comfort, but it also increases replacement costs for the hotel. Thanks to Miele’s patented Honeycomb Drum, which allows fabrics to safely glide, protects fibres, and ensures longer-lasting fabrics - investing in the right laundry technology can extend linen lifespan while maintaining luxury-level quality.

Penthouse floor – Luxury suites: Meeting highend expectations

Luxury travellers expect premium services, including personal laundry options. High-end guests are more likely to have delicate or designer clothing that requires specialised care, which many hotel laundries are not equipped to handle. By investing in on-site machines with customisable wash settings for different fabrics, hotels can provide a reliable laundry service that enhances guest satisfaction—and adds an additional revenue stream.

Basement – Laundry operations: The heart of the process

Behind the scenes, the laundry room is a hotel’s engine room, ensuring smooth operations across all departments. Unlike outsourced laundry services, in-house operations have no external delays, meaning inefficiencies stem from internal processes. Staff working with outdated or inadequate machines may struggle to keep up with demand, leading to a backlog that puts pressure on housekeeping teams. Overworked employees may become fatigued, affecting morale and service quality. Investing in high-capacity, user-friendly laundry machines can ease workloads, improve efficiency, and support staff wellbeing.

The hidden influence of hotel laundry

From check-in to fine dining to the guest room experience, laundry plays a critical role in a hotel’s reputation. Poor laundry services can lead to negative reviews, operational delays, and increased costs. However, when managed effectively, an in-house laundry can be a hotel’s asset— ensuring quick turnaround times, impeccable cleanliness, and superior guest comfort. By treating laundry as a priority rather than an afterthought, hotels can create a seamless experience that keeps guests coming back for more.

To see how Miele Professional can support laundry processes in your hospitality business, then please visit: www.miele.co.uk/p/hospitality-3613.htm

In the Hot Seat

MIKE BAXTER

Mike Baxter sits in the ‘Hot Seat’ this May. From his humble beginnings as a schoolboy hustling nightclubs in Edinburgh, to creating a groundbreaking new hotel brand, Mike’s story is a testament to the power of reinvention, creativity, and a refusal to follow the conventional path. In an exclusive interview with Hotel Magazine, Mike reflects on his early days in hospitality, the evolution of House of Gods, and what the future holds for the growing brand.

Mike’s journey to the forefront of the boutique hotel industry wasn’t a traditional one as he explained that hospitality has been a part of his life for “as long as I can remember”. Revealing how he’s always had an entrepreneurial spirit, even as a teenager, Mike explained, “Growing up in Edinburgh, I found my first taste of hospitality by organising events.

“I’d approach nightclubs claiming to be 18 and representing a university rowing club, even though I was just a schoolboy. I’d negotiate deals to rent their venues mid-week for events and make money from ticket sales, with the clubs taking the bar revenue. It was a hustle that I didn’t fully realise was shaping my future at the time.”

As he got older, Mike continued organising events while studying at university in Aberdeen. By the time he was 22, he had saved enough to purchase his first bar, which eventually led to nightclubs, more venues, and large-scale events. Mike said, “It was a fantastic experience, but after a few years, I realised that managing nightlife wasn’t a sustainable career for me in the long run.”

This led him to transition into property development, running a real estate business. While it was successful and provided ample learning opportunities, Mike realised that he missed the energy and customer interaction of hospitality. Following this, an opportunity arose to buy a building in Edinburgh, which Mike initially planned to convert it into apartments. However, due to planning restrictions related to an existing backpacker’s hostel above, Mike decided to turn it into a hostel instead which led to the creation of Edinburgh’s first boutique hostel, a decision that would change the course of Mike’s career.

Speaking on how the concept of his first hostel evolved,

Mike said, “At the time, Edinburgh’s hostels were mostly budget-focused, catering to long-term travellers and stag parties. However, I had seen an emerging trend, especially in Portugal, where the “flashpacker” concept was taking off—hostels that had the style and aesthetic of a boutique hotel but maintained the social atmosphere of a hostel. We embraced this trend, and our hostel was a hit from day one.”

Mike admitted that himself and his brother had no in experience running a hostel, and it showed. “We didn’t even know what a property management system was,” he added. During the first weekend open, Mike recalls being so overwhelmed that when guests asked which bed was theirs, he just told them to pick one—leading to some hilarious moments at 3 am when people found others sleeping in their spots! Reflecting on those humble beginnings, Mike spoke about more funny moments with housekeeping – he said, “A few days after opening, I noticed that some guests didn’t have pillows, and when I asked about it, they replied, ‘Oh, do we get pillows?’ That was when I realised just how low the expectations were for hostels at the time.”

Despite these challenges, Mike and his brother’s hostel became a success. It set the stage for their future ventures in hospitality and enabled them to learn a lot from the experience, especially how to balance the social energy of a hostel with the higher expectations of design and service that Mike had started to appreciate.

Mike explained that his passion for aesthetics and design began in his early days running bars and nightclubs. “I became fascinated by how spaces could impact the emotions and experiences of the people within them. When I entered property development, I was frustrated by the conventional wisdom in design—everything had to be

neutral, beige walls and cream kitchens, all to appeal to the broadest audience. I wanted to create spaces that reflected my personal vision, not just follow the norm,” he said.

Mike recalled when he opened The Baxter hostel, and the freedom to experiment that came with it. It was the early days of the industrial-chic look, with exposed light bulbs and brick walls. “I loved the aesthetic of places like Shoreditch House in London—raw, New York loft-style living with worn floors and character-filled furniture. That inspiration would become the foundation for House of Gods,” added Mike.

Securing their first building in Edinburgh was a huge opportunity. Mike told us how he envisioned a cool, intimate space with a Shoreditch vibe and great Negronis. But, after attending the opening of Annabel’s in London, an extravagant, immersive venue, he had a pivotal moment. “The next day, I wandered into a Spar convenience store in Dalston, which had the same exposed light bulbs and distressed floors that I had been planning for House of Gods. That was my wake-up call—the industrial aesthetic had become ubiquitous. It no longer evoked anything special.”

So, Mike rethought his approach. Instead of chasing trends, he asked himself: what makes the greatest hotels truly iconic? Places like The Savoy and The Dorchester had timeless appeal—they weren’t trying to be trendy; they had heritage, craftsmanship, and an air of exclusivity. This is when Mike realised that wanted to blend that sense of oldworld luxury with something more unpretentious, fun, and modern.

The result was House of Gods—a place where opulence meets rock-and-roll decadence. Neon lights, rich paneling, intimate spaces where guests can let loose—because a great hotel isn’t just about where you sleep. It’s about how it makes you feel.

So, why London as the next location for expansion? Mike explained that Edinburgh is home, and it was the ideal place to launch House of Gods. He said, “If you can make a hotel work in Edinburgh, it’s a great proving ground for your concept.

“When we expanded to Glasgow, it made sense geographically—just a 45-minute drive away, with strong brand recognition and market crossover. Glasgow was a step up for us, allowing us to scale up from a 6,000-squarefoot space to 20,000 square feet, adding a rooftop glass box, restaurant, and more rooms.”

London, though, was always the next logical step for Mike and his team, admitting he’s always had big ambitions for House of Gods, and saw a fantastic opportunity in Canary Wharf. The site, originally built for the Arts Club Mayfair, became available, and Mike was approached. Major hotel groups had shown interest, but Mike believes that Canary Wharf saw something different in The House of Gods brad—“our creativity, personality, and immersive spaces. We’re not a cookie-cutter brand, and they recognised that,” Mike explained.

House of Gods London, set to open in October, will be the brand’s largest hotel yet, with 89 rooms, many suites with waterfront balconies, and a rooftop bar—the Sacred Garden—similar to Glasgow’s, but on a larger scale. Mike acknowledged the fact that it represents an evolution for the brand, allowing them to cater to both leisure and business travellers. Canary Wharf has transformed into a nightlife and entertainment hub, and Mike sees that the new hotel will cater to both sides of the market.

Looking to the future House of Gods, Mike revealed that further expansion is definitely on the horizon. He said, “We’re actively seeking development partners who share our vision for House of Gods. We’ve built a brand that outperforms the market and delivers incredible results with a bold, infectious marketing strategy and a unique guest experience. Now, we want to take House of Gods everywhere—because we believe it belongs in more places than just one.”

Mike and his team’s focus is on staying true to their identity, offering spaces that are immersive, full of character, and offer a fun, unforgettable atmosphere for their guests. He finished with, “We’re excited for the future and the opportunity to share House of Gods with more people around the world.”

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A BOUTIQUE GEM

Tucked away in the leafy heart of South Kensington, Firmdale’s Number Sixteen Hotel is an intimate and stylish retreat, offering guests an exquisite blend of contemporary luxury and classic British charm. This month, we proudly name Number Sixteen as Hotel of the Month, celebrating its impeccable service, vibrant interiors, and an unparalleled guest experience.

At the helm of this celebrated boutique property is Francesca Allison, the dedicated and dynamic Hotel Manager who has played a pivotal role in shaping its continued success. Having joined Number Sixteen as Reception Manager in 2021, Francesca’s keen eye for detail and passion for hospitality quickly saw her rise through the ranks. Her leadership style is defined by a commitment to guest satisfaction and an unwavering dedication to creating a warm and welcoming environment.

Number Sixteen is more than just a hotel; it’s an experience. This is down to every intricate detail, from the interiors to service, the venue was designed to make guests feel at home while enjoying the height of luxury.

Number Sixteen, a jewel in Firmdale Hotels’ celebrated portfolio, is a design lover’s dream. The hotel’s interiors, curated by Co-Founder Kit Kemp, embody her signature eclectic yet elegant aesthetic. Vibrant textiles, unique artwork, and thoughtfully chosen furnishings create an atmosphere that is both playful and sophisticated. Each of the 41 individually designed rooms boasts a combination of bold colours and intricate patterns, perfectly balanced with soothing pastels and luxurious textures.

The hotel’s lush private garden serves as a tranquil oasis, offering guests a serene escape from the city’s hustle and bustle. Whether enjoying an alfresco breakfast or a quiet afternoon tea, the garden provides a picturesque backdrop for relaxation.

What sets Number Sixteen apart is its commitment to

personalised service. Under Francesca’s leadership, the team takes a proactive approach to guest experience, ensuring that every stay is memorable. The hotel’s intimate size allows for a more tailored and thoughtful approach to hospitality, where guests are treated like cherished friends rather than visitors.

The honesty bar (a feature boasted at all Firmdale properties) in the hotel’s Orangery, a cosy and inviting space, embodies this ethos of trust and comfort, allowing guests to help themselves to refreshments as they would in their own home. The hotel’s Afternoon Tea service is another highlight, offering a delectable selection of handmade treats in an exquisitely designed setting.

Situated in the heart of South Kensington, Number Sixteen is perfectly positioned for both leisure and business travellers. The hotel is within walking distance of some of London’s most iconic attractions, including the V&A Museum, the Natural History Museum, and Hyde Park. The nearby underground station provides easy access to the rest of the city, making it a prime location for those looking to explore London in style.

Firmdale’s Number Sixteen Hotel continues to set the bar for boutique hospitality in London. With Francesca Allison at the helm, the hotel flourishes as an inviting, stylish, and refined retreat that guests return to time and time again. This well-deserved recognition as Hotel of the Month cements its status as one of London’s most sought-after stays, where elegance meets exceptional service in a truly unique setting.

MARRIOTT HOTEL COUNTY HALL

Located on the vibrant South Bank, London Marriott Hotel County Hall is more than just a luxury hotel—it’s a gateway to the very best of London. From its newly introduced balcony suites to exceptional dining at Gillray’s Steakhouse & Bar, County Hall is committed to curating memorable stays that celebrate the best of British hospitality and culture. We caught up with General Manager, Govert Deketh, to understand what makes County Hall a stand-out hotel for guests seeking an authentic London experience.

Tell us about the history of London Marriott Hotel County Hall and what sets it apart.

The building’s story is woven into London’s rich tapestry. Built in Edwardian Baroque style, County Hall opened its doors in 1922 as the home of London’s local government. Over the decades, it has witnessed pivotal moments in the city’s history, from political debates to royal visits. In 1998, it was transformed into a luxury hotel, preserving much of its original architecture, including oak panelling, vaulted

ceilings, and grand staircases.

Today, guests can experience this heritage first-hand while enjoying contemporary luxury. The hotel’s 241 rooms and suites, including 35 new rooms and suites launched in January, provide an unmatched perspective of London’s skyline. The design remains true to the hotel’s character, with playful British touches—bowler hat artwork, pocketwatch print curtains, and wallpaper that doubles as a map of London—paying homage to the city it calls home.

What makes the guest experience at County Hall unique?

As a hotel that bridges past and present, County Hall offers guests an experience that is deeply connected to London’s heritage while catering to the modern traveller.

Our Big Ben Balcony Suite offers a front-row seat to one of the world’s most famous views, while our spacious family rooms provide the perfect base for exploring the city’s landmarks. For couples seeking a romantic retreat, our River Thames View suites and intimate Loft rooms offer a blend of elegance and comfort, making every stay feel special.

More than just a place to sleep, County Hall is designed to enhance every part of the guest journey. Whether it’s the personalised welcome upon arrival, seasonal amenities inspired by British heritage, or the attentive yet unobtrusive service, every detail is crafted to make guests feel at home yet inspired.

Those looking to unwind can enjoy the hotel’s two-storey fitness centre, home to a rare 25-metre indoor pool—a luxury in London hotels. And beyond the walls of the hotel, the city unfolds at our doorstep, with bespoke guided tours, cultural experiences, and exclusive partnerships ensuring guests can experience London in a truly immersive and memorable way.

Dining at County Hall is a real highlight—what can guests expect?

Dining at County Hall celebrates British heritage with a contemporary twist. Gillray’s Steakhouse & Bar is a must-visit for those seeking a quintessentially British dining experience. Named after the famous satirical artist James Gillray, the restaurant focuses on locally sourced ingredients, with premium cuts from Thatcham Butchers,

and a menu that changes seasonally.

The bar features over 120 varieties of gin, including Gillray’s own house gin, crafted to complement the restaurant’s signature steak dishes.

For a more refined experience, The Library offers a stunning backdrop for afternoon tea, with uninterrupted views of Big Ben and the Houses of Parliament. A standout on the menu is the Big Ben-inspired afternoon tea, featuring intricate pastries such as The Elizabeth Tower chocolate mousse cake, accompanied by premium teas from The Tea Makers of London.

What’s next for London Marriott County Hall?

As we continue to evolve, our goal remains the same: to offer a memorable, meaningful, and deeply British experience in the heart of the capital.

This spring, we’re unveiling a series of new experiences designed to delight and surprise guests. Families visiting over Easter can embark on a playful Easter Hunt, bringing the hotel’s historic spaces to life in an engaging and interactive way. In April, Steak & Champagne Nights are coming to Gillray’s, pairing the finest cuts of beef with exquisite pours from Pommery Champagne.

For those seeking a whimsical twist on tradition, our Twits Afternoon Tea continues to charm younger guests with its playful interpretation of Roald Dahl’s mischievous world, served through a menu of inventive pastries and sweet treats.

More than just a place to stay, London Marriott Hotel County Hall is a gateway to experiencing the very best of London—from landmark views and heritage-rich dining to unexpected, thoughtful touches that make each visit feel truly personal. marriott.com

MAXIMISING SPACE

With help from industry experts, we deep dive into event spaces, as we share details on how you can optimise underutilised areas for profitable events that stand out from the crowd.

In today’s competitive hospitality landscape, hotels must find innovative ways to maximise revenue and guest experience. One powerful, yet, often, overlooked, opportunity lies in repurposing underutilised spaces—rooftops, courtyards, lobbies, and even parking areas—into unique event venues.

From immersive pop-up dining experiences to corporate networking hubs and boutique wellness retreats, this article explores creative strategies to transform these hidden gems into thriving, profit-generating event spaces that leave a lasting impression.

Exploring how can hotels assess the potential of non-traditional spaces, including rooftops, courtyards and lobbies for events, Ryan Todd, Director of Sales and Marketing at The Elser, explained that in order to determine the viability of a space, the team at The Elser evaluates guest flow and accessibility – ensuring seamless movement for attendees, aesthetic and experiential appeal – Leveraging Miami’s skyline and water views, infrastructure and logistics – checking for power sources, lighting, and seating capabilities, and, finally, revenue

potential – analysing demand trends and competitive positioning.

Ryan added, “Our Multi-Level Fitness Complex and Yoga Studio are prime examples of how spaces can be activated beyond traditional use—offering curated wellness programming for corporate retreats and social groups.”

Looking into the most commonly underutilised spaces, Angie Cabral, Complex Director of Sales at The Gates Hotel South Beach and The Gabriel South Beach, explained that rooftops, pool decks, and courtyards are often overlooked but “have the potential to become high-demand event spaces with the right approach.”

Angie continued, “At The Gabriel South Beach, our rooftop, with its breath-taking ocean views, serves as an ideal setting for private dinners, cocktail receptions and brand activations. Simple upgrades like flexible seating arrangements, thoughtful lighting and curated food and beverage options can transform these spaces into soughtafter venues.”

Before making any rash decisions, it’s important to assess the potential of non-traditional spaces for events, and

“Testing the waters with pop-up activations or intimate gatherings is a great way to evaluate functionality.”

Angie believes the key is to start by assessing the logistics - considering accessibility, layout and how the space integrates with the guest experience. “Testing the waters with pop-up activations or intimate gatherings is a great way to evaluate functionality and guest appeal,” said Angie.

At The Gates Hotel South Beach, the team have successfully transformed their courtyard into a versatile event venue by incorporating movable partitions and greenery, creating an inviting and adaptable atmosphere for various events.

Angie agrees with Ryan in terms of essential factors to consider when repurposing underused areas for events and said, “Functionality and guest flow are paramount, ensuring the event setup doesn’t interfere with regular hotel operations is critical.”

Angie also sees that comfort and logistics are “critical”. Guests should feel as though the space was purpose-built for the event, not simply adapted as an afterthought.

“Key considerations include climate control, AV capabilities and well-planned seating arrangements. Adding luxurious touches, such as creative lighting, signature welcome cocktails or interactive features, can elevate the guest experience and make the event truly memorable,” Angie finished.

At Wyndham Hotels & Resorts, the team understands that creating versatile, sustainable, and adaptable spaces is key to staying ahead in the ever-evolving world of events. With an extensive global portfolio catering to both business and leisure travel, Wyndham’s approach is designed to not only meet the needs of travellers and event planners, but to

exceed their expectations.

Jackie Brown, Regional Director North & West Europe, Wyndham Hotels & Resorts, noted that hotel’s F&B outlets are often underutilised, but recognises how they present a “significant opportunity” for additional revenue-generating meeting and event spaces—especially when it comes to attracting locals.

Jackie said, “Embracing local cuisine and offering regionally inspired menus is one of the simplest ways to attract local customers. Using producers, farmers and distilleries from the region not only supports the economy of the community but also gives the restaurant a unique offering that draws in both hotel guests and locals looking for authentic dining experiences and unique meeting and event spaces in the area.”

Ramada by Wyndham Tbilisi Old City offers three on-site restaurants, one of which is The Fragment Dining Club, the first dining club in Georgia, serving traditional cuisine, wine and local draft beers. Home to beautiful interiors and cosy atmosphere, the restaurant hosts live music events and chic dinner parties from Thursday-Sunday every week.

There tends to be a focus on more traditional meeting and event spaces in hotels to host groups and to mark celebrations, but there is often a missed opportunity in F&B outlets as these can easily become a hub for destination community events such as wine tastings, cooking classes or live music nights. “While creating a buzz around the brand, optimising onsite F&B options will attract more footfall to hotel restaurants and generate additional revenue through

offering more exciting and interactive spaces,” added Jackie.

Setting Wyndham Hotels & Resorts apart is the brand’s ability to blend innovation with tradition, creating event spaces that not only meet the needs of event planners but also provide a memorable experience for attendees. Their portfolio includes a variety of brands, from luxurious to mid-scale, each offering unique characteristics that appeal to different event types. “Whether it’s an intimate gathering or a large corporate conference, we have the right space for any occasion,” said Jackie.

Wyndham’s Grand Palladium Select Palace Ibiza hotel is the perfect location to demonstrate this innovation, with the hotel boasting 695 square metres of event space including an amphitheatre, ballroom and a range of meeting rooms. The perfect location for both large-scale or intimate weddings, conferences and shows.

As the events industry continues to evolve, there are several trends driving demand. Hybrid and remote events have become a central aspect of the modern event landscape. As a result, Wyndham have ensured that their event spaces are equipped with state-of-theart technology to support both in-person and virtual participants. Jackie said, “Our Vienna House properties, for example, feature high-speed Wi-Fi, integrated projectors, and video conferencing systems to make hybrid events as interactive and seamless as possible.”

Additionally, wellness-focused events are on the rise, and Wyndham are responding by offering spaces that cater to these needs. Whether it’s a corporate wellness retreat or a yoga seminar, they have flexible areas that can accommodate a range of events focused on health and wellbeing. Wyndham’s properties’ wellness offerings –including dedicated fitness areas, outdoor spaces, and even organic F&B menus – help to elevate these experiences.

The Wyndham Grand Algarve has tailored some of its outdoor areas and wellness facilities to accommodate these wellness trends, with spaces perfect for yoga retreats and

other health-oriented events. Jackie said, “This ability to adapt to emerging trends ensures that the hotel remains an attractive destination for both business and leisure event planners.”

Kent’s Cave Hotel & Golf Resort offers a luxurious retreat, often visited by high-profile guests and is a great example of adapting spaces in line with boosting revenue. The hotel’s lobby was initially used for guest check-ins and as a waiting area, but the team noticed there was an opportunity to further enhance the guest experience and increase secondary revenue streams.

The introduction of self-service iPads proved to be a great solution to this, allowing guests to easily access information and order a variety of beverages and snacks without needing to interact with staff directly. Sarah Newman, Director of Operations at the Cave, said “This approach was met with huge success as it enhanced the guest experience by providing an additional layer of service and convenience while simultaneously boosting the hotel’s secondary revenue streams.”

Further to this, the Cave’s deck area has been transformed into a multi-faceted space that caters to various guest needs and elevates the overall experience. This transformation not only enhances the ambiance but also drives both customer satisfaction and additional revenue streams. The introduction of beer towers was a key move to create a unique and lively atmosphere in the deck area. Sarah explained through partnering with reputable lager suppliers, the Cave is able to offer premium drinks served through large, visually striking beer towers. “These towers aren’t just functional - they create a theatrical experience for guests, sparking interest and conversation. This adds a sense of excitement and novelty that keeps guests engaged and encourages them to stay longer,” added Sarah.

Looking into specific events that are currently in high demand, and how the Cave is tailoring their spaces to capitalise on these trends, Sarah explained that one of

“Functionality and guest flow are paramount, ensuring the event setup doesn’t interfere with regular hotel operations is critical.”

the most notable changes she has notices is the growing preference for intimate and personalised experiences. In line with this, for weddings, the Cave has introduced a Penthouse Package designed for up to 12 guests, allowing couples to host an exclusive and intimate celebration with a luxurious touch.

“Another rising trend we’ve observed is the increasing demand for Insta-worthy proposal settings,” added Sarah. As social media continues to play a key role in major life moments, couples want their proposal to be not only special but also shareable. In line with this, the Cave has created stunning Pergola spaces overlooking the golf course and an equally striking modern penthouse for proposals that blend natural beauty and contemporary design.

Weddings themselves are evolving as well. Sarah recognises how, today, many couples are seeking experiences that feel less like a traditional ceremony and more like a vibrant celebration or party. “To cater to this shift, we’ve crafted a unique outdoor dance floor space at the Cave, designed to create an atmosphere of excitement and joy, with ample room for guests to dance and mingle,” Sarah finished.

As the hospitality industry continues to evolve, hotels must embrace creativity and adaptability to maximise their revenue potential. Repurposing underutilised spaces into

dynamic event venues offers an opportunity to not only increase profitability but also enhance guest experiences in meaningful ways. From rooftops and courtyards to lobbies and F&B outlets, forward-thinking hoteliers are reimagining their properties to meet growing demand for unique, immersive, and versatile event spaces.

Industry leaders, including The Elser, The Gates Hotel South Beach, Wyndham Hotels & Resorts, and Kent’s Cave Hotel & Golf Resort, showcase the power of innovation in transforming traditional spaces into thriving hubs for social gatherings, corporate events, and wellness retreats. Their success underscores the importance of strategic planning— focusing on functionality, guest flow, and experiential appeal—to create spaces that feel intentionally designed rather than repurposed as an afterthought.

As trends continue to shift toward wellness-focused retreats, intimate celebrations, and hybrid events, hotels that remain agile and responsive will stay ahead in an increasingly competitive landscape. By leveraging local culture, enhancing technological capabilities, and prioritising guest-centric design, hoteliers can unlock new revenue streams while delivering unforgettable experiences. Ultimately, the key to success lies in viewing every space—no matter how unconventional—as an opportunity to inspire, engage, and elevate the modern hospitality experience.

OPTIMISING SPACE

From advanced sourcing platforms to AI-powered automation and data-driven insights, Nicola Allen, Cvent Marketing Director for Europe, explains how the brand equips hotels with everything they need to attract the right clients, enhance planner collaboration, and optimise every square metre of event space.

How can Cvent’s technology help hotels optimise event space bookings?

At Cvent, we empower hotels with the tools they need to connect directly with event planners worldwide and streamline their operations. The Cvent Supplier Network (CSN) is one of the world’s largest venue sourcing and RFP management platforms, linking hotels with thousands of event organisers who are actively searching and booking spaces for business events. Our sourcing volume set records in 2024, with $16.5 billion (£13.1 billion) in MICE business sourced through CSN, and Cvent-owned Venue Directory, a leading platform for sourcing and booking MICE business in the UK and across Europe, that drove confirmed bookings revenue of $577 million (£456.5 million). Beyond connecting with planners, our suite of solutions equips hotels with essential digital tools and resources planners expect such as interactive floor plans and 3D virtual tours. Additionally, business intelligence tools enable hotels to track performance and make smarter, data-driven decisions. These assets enhance efficiency, optimise sales strategies, and can ultimately boost revenue from event spaces.

Tell us about how Cvent works in line with hotel events.

Through the CSN, hotels can showcase their venues with custom advertising, interactive 3D floor plans and detailed venue profiles, helping them stand out to event planners. Once a lead comes in, Cvent Lead Scoring helps hotels prioritise RFPs, ensuring they focus on value opportunities. Cvent Event Diagramming allows planners and venues to collaborate in real-time, designing layouts that maximise space usage. Meanwhile, Cvent Passkey simplifies room block management, making reservations seamless while providing hotels with better forecasting data. In addition, Cvent Business Intelligence delivers actionable insights into performance, helping hotels analyse trends and refine their sales strategies.

What role does AI and automation play in enhancing event space utilisation and revenue AI is transforming how hotels manage event bookings by

streamlining processes and enhancing efficiency. A major pain point for planners is hotel staffing shortages affecting prompt responses to RFPs. AI-powered tools, such as Cvent’s Response Assistant feature, instantly generate responses to planners’ custom queries by referencing a hotel’s past proposal data and profile. This significantly reduces the time hotel sales teams spend on proposals, enabling quicker responses and increasing the likelihood of securing bookings. At Cvent, we are investing in AIpowered solutions to help hotels reach and engage with more planners. By integrating these AI-driven solutions, hotels can optimise their sales processes and boost conversion rates and revenue.

How can hotels leverage data and analytics to attract the right clientele for their event spaces?

Data is key to understanding the needs and preferences of event planners. With Cvent’s Business Intelligence tools, hotels gain real-time insights into booking trends, competitive benchmarks and client behaviour, helping them target the right audiences more strategically. Also, Cvent’s resources—including eBooks, on-demand webinars and industry reports such as the Planner Sourcing Report and Corporate Travel Managers Report—offer valuable market insights. These help hotels stay ahead of industry shifts and refine their business strategies.

SUPPORTING BRAND IDENTITY

Michael Tuner, Managing Director of Stuncroft shares his top 5 points on the importance of selecting corporate uniform that supports brand identity.

“In the world of business, first impressions count. Whether it’s for hospitality, a corporate office, or a retail store, uniforms play a critical role in shaping the perception of your brand and boosting employee morale. Investing in high-quality attire can have far-reaching benefits that positively impact both employees and top line.”

1. Elevating Your Brand Image

Michael goes on to say “Uniforms are a powerful branding tool. They serve as a visual representation of your company, making it instantly recognizable to customers, clients, and even competitors. High-quality uniforms reflect the professionalism and values of your brand, offering an air of sophistication and credibility. They help create a consistent and cohesive brand identity, whether it’s in the form of colours, logos, or the overall design.”

“For example, in the hospitality industry, a welltailored and comfortable uniform signals to guests that your business values quality and attention to detail. In contrast, worn-out or poorly made uniforms might convey the opposite, potentially harming your reputation and customer trust.”

2. Enhancing Employee Comfort and Productivity

“A major advantage of high-quality uniforms is the comfort they provide. When employees are dressed in uniforms that are made from breathable, durable, and flexible materials, they are more likely to feel comfortable during their shifts. Comfort directly correlates with productivity — when employees are physically at ease, they can focus more on their tasks, which improves overall performance.”

3. Fostering Team Cohesion and Professionalism

“Uniforms help create a sense of unity and belonging within a company. When all employees wear the same high-quality uniform, it levels the playing field, reduces

“Employees often feel more connected to their team and the overall company mission when they wear a uniform.”

the pressure to dress a certain way, and fosters a spirit of camaraderie. Employees often feel more connected to their team and the overall company mission when they wear a uniform that makes them feel part of something larger than themselves.”

“Moreover, uniforms that look professional and wellmaintained communicate that employees take pride in their work. This sense of professionalism can extend beyond the employees themselves and influence customer perceptions of your business. In sectors like banking, law, or real estate, professionalism in appearance is often closely tied to the trustworthiness of the company.”

4. Long-Term Savings and Sustainability

“While high-quality uniforms may come with a higher upfront cost, they often provide long-term savings. Durable, well-made uniforms last longer, reducing the need for frequent replacements. Instead of replacing worn-out garments every few months, high-quality uniforms can withstand the rigors of daily use, saving you money in the long run.”

“In addition, many high-quality uniforms are designed with sustainability in mind. By choosing eco-friendly fabrics or uniforms that are easier to care for (and can withstand multiple washes), businesses contribute to environmental sustainability while also reducing their own operational costs.”

5. Boosting Employee Morale and Retention

“When employees are given high-quality uniforms, they feel valued and respected by their employer. Providing attire that looks good, fits well, and is comfortable is a way to show employees that their comfort and well-being are important to the company. This can result in greater employee satisfaction, leading to higher morale, better retention rates, and lower turnover.”

“Employees who are proud of their uniforms are more likely to take care of them, which translates into a positive

work environment and fewer issues related to uniform maintenance.”

Investing in high-quality uniforms is much more than a cosmetic decision. It has the potential to enhance your brand’s image, increase employee productivity and morale, and save money in the long run. You’re not only providing your employees with the tools they need to do their jobs effectively but also ensuring that your company remains professional, trustworthy, and forward-thinking in an increasingly competitive business landscape. We are the Official Uniform Sponsor along with Uniforms by John Marks. Myself, Nikki (for Stuncroft) and Carolyne (for Uniforms by John Marks), we will be there on the night so feel free to come over for a chat.

CHARGING UP PROFITS

With experts on hand, we look into how EV stations can drive revenue for hotels.

As electric vehicles (EVs) become more mainstream, travellers are seeking accommodations that cater to their charging needs. Forward-thinking hotels are capitalising on this shift by installing EV charging stations— not just as an amenity but as a strategic investment. In this article, we explore how offering EV charging can attract eco-conscious guests, enhance brand reputation, and open new revenue streams, ultimately driving higher occupancy rates and increased profits.

The team at RAW Charging have witnessed a real increase in demand for EV charging stations at hotels -

especially in the last 24 months. This is of course being driven by the rising number of EVs on UK roads. With over 1.3 million EVs on the road in 2024 and 55% of all vehicles projected to be fully electric by 2030, there is no choice for hotels but to provide charging for their guests.

Jason Simpson, CEO of RAW Charging, also believes that guests are also driving this shift, with 48% of EV drivers now refusing to book a hotel without on-site charging, and poor charging experiences are a growing source of negative reviews.

Despite this, only 8% of the UK’s 37,000 public charge points are currently located at hotels. This mismatch

between EV adoption and hospitality infrastructure creates a significant opportunity - and risk - for hotels.

In 2025 we know hoteliers are seeking to unlock more ancillary revenue streams. EV charging not only offers a way for venues to secure additional revenue, it also provides a reason for customers to select that specific venue and enjoy a better experience. For example, estimates suggest losing an EV-driving guest can cost hotels £58–£142 per night in potential RevPAR.

Jason said, “When selecting an EV charging partner, it’s key that venues consider how they work together to unlock this value. With RAW Charging there is no charge for installation, a payable ground rent and RAW absorb all costs for maintaining charge points.”

By 2030 and beyond, EV charging will move from amenity to necessity. Customers will expect EV charging to be provided as a standard requirement, not a premium perk, and hotels will play a key role in the UK’s broader EV infrastructure.

“We envisage EV charging to become more integrated into the booking process as well, with smart integrations connecting charging sessions to room bookings, loyalty programmes and dynamic pricing tools,” said Jason.

At Go Zero, Andy Gray, CRO & Divisional Director of go Zero, revealed that they are having more and more conversations with both independent hoteliers and hotel

groups about the rising demand for EV charging. As the number of EVs on the road has grown, so too has the experience and driver confidence. More people now travel without range anxiety, knowing they can reach their destination without needing to stop at expensive DC charges located at motorway services.

Andy explained that this has led to a big shift in how guests choose hotels, he said, “Many now use EV charging as a filter on booking platforms, and in some areas, this can eliminate up to 90% of hotels from their search results. If a hotel does not offer charging, it simply won’t appear as an option. As EV adoption continues to grow, hotels that do not provide charging risk missing out on an increasing number of bookings.”

In terms of how hotels can monetise EV charging stations beyond just charging fees - having destination chargers means that many guests no longer need to stop on route to charge. Instead, they arrive earlier, feeling less stressed, and check in sooner. Andy also recognised that for the hotel, this can lead to increased revenue per guest (RevPAG) as guests spend more on-site - whether that’s in the restaurant, bar, or spa. “If they had to stop to charge at a motorway service station, that extra spend would go elsewhere.

“Hotels can also build EV charging into premium packages, corporate deals, or loyalty programs, adding

further value beyond just the charging fee,” added Andy.

Looking into how the role of EV charging in hotels will evolve over the next 5-10 years, battery technology is continually improving, and there are already EV’s hitting the market that can drive over 400 miles between charges. For hotels this means that they can capitalise on these technology improvements by providing destination charging that further negates the need for drivers to stop on route to their chosen hotel.

“As drivers become more experienced with this type of technology, their choice of destination becomes even more important, and booking choices will be directly impacted by the availability of EV charging where they are staying,” Andy said.

Hotels that invest in EV charging infrastructure today are positioning themselves for long-term success. As the number of electric vehicles continues to rise, charging facilities will shift from being a competitive advantage to an essential offering. Hotels that fail to adapt risk losing bookings, while those that embrace this change can attract eco-conscious guests, enhance their brand, and unlock new revenue streams. By selecting the right EV charging partner and integrating charging seamlessly into the guest experience, hotels can future-proof their business and drive sustained growth in an evolving travel landscape.

What factors should hotels consider when selecting an EV charging provider?

Jason Simpson, CEO at RAW Charging believes that hotels should prioritise quality, reliability, and guest experience. Key factors include:

• High uptime and maintenance: Look for providers with 99%+ uptime guarantees and predictive maintenance systems.

• Ease of use: Chargers must support contactless payment and interoperability with major networks, like ChargePoint, without requiring app downloads or RFID cards.

• No-cost installation and operation: Providers like RAW offer fully funded solutions, covering installation, energy, and maintenance at zero cost to the hotel.

• Regulatory compliance: New UK regulations mandate uptime, contactless payment, transparent pricing and a 24/7 helpline for chargers over 8kW.

• Guest experience alignment: EV charging should be an extension of the hotel brand, not a bolt-on. The best providers offer design solutions that complement the venue’s look and service ethos.

HOW IS TECH SHAPING?

Streamlining hospitality through technology.

In an era where your mobile phone can order your morning coffee, control your home’s security, and manage your daily schedule, why do so many hotels still greet guests with plastic key cards and paper directories?

The hospitality industry stands at a critical turning point, where the gap between guest expectations and hotel technology capabilities is rapidly closing – and those who fail to bridge this divide risk becoming obsolete.

The modern hotel guest arrives with expectations shaped by their digital lifestyle, seeking experiences that seamlessly blend comfort with technological convenience. As we venture into 2025, innovative solutions like Hoteza’s cutting-edge guest experience platform are revolutionising the way guests interact with hotel services, transforming simple rooms into intelligent living spaces that anticipate and adapt to guest preferences.

Through Hoteza’s comprehensive digital ecosystem, exclusively implemented in the UK by Siemlus, guests can control their entire hotel experience from their mobile devices. From adjusting room temperature to streaming personal content, these modern systems synchronise with guests’ preferences to optimise their stay. The foundation of this transformation lies in the robust digital infrastructure that Siemlus provides, including highperformance WiFi networks that have become fundamental necessities rather than luxuries.

Behind the scenes, technology is revolutionising hotel operations. Automated check-in processes, mobile room keys, and app-based service requests have streamlined operations, reducing waiting times and improving service delivery. These technological advances free up staff to focus on meaningful guest interactions where the human touch truly matters.

Standardisation has emerged as a crucial differentiator in the competitive hospitality landscape. Leading hotel groups are implementing standardised technology solutions across their properties to ensure guests receive the same high-quality experience regardless of location. This harmonisation, from WiFi performance to in-room entertainment systems, creates a reliable and seamless guest journey.

As we look ahead, the integration of technology in hotels will only deepen, with AI-driven service optimisation and IoT-enabled room customisation becoming increasingly prevalent. However, successful implementation lies not in technology for technology’s sake, but in solutions that genuinely enhance the guest experience whilst remaining intuitive and user-friendly.

For hoteliers, the message is clear: investing in technology isn’t just about staying current; it’s about staying relevant in an increasingly competitive market where guest expectations continue to evolve. The future of hospitality lies in creating tech-enabled experiences that are more streamlined, more efficient, and more relatable than ever before. siemlus.com

ACTION REQUIRED

In this compelling guest column, UKHospitality’s Chief Executive, Kate Nicholls, highlights the severe financial pressures facing the hospitality sector this April, with rising wages, tax burdens, and reduced business rates relief adding up to a £3.4bn hit. She warns that without urgent government action to cut costs and drive growth, job losses and closures will be inevitable.

Iheard April described as ‘Awful April’ on the first day of the month - and it certainly wasn’t part of an April Fool joke.

No, this month will be much more serious than a prank for thousands of hospitality businesses, as annual cost increases of £3.4bn threaten to inflict permanent damage on our sector.

Three big blows are hitting hospitality businesses as we enter the new tax year: extra wage costs of £1.9bn, employer National Insurance Contributions (NICs) increases of £1bn and, with relief lowered from 75% to 40%, business rates rises of £500m.

Individually, they’re body blows; together they’re a potential knockout.

Seven in 10 hospitality businesses say they’ll be forced cut employment levels, a third will reduce trading hours and 15% of multiple operators fear they’ll be forced to close at least one site.

We need the Government to act now, and implement a growth plan for hospitality. It needs to include how it can cut the costs and red tape strangling our industry and, instead, enable it to do what it’s best placed to do - unlock growth and create jobs.

Such a plan would see the Treasury unveil the detail of business rates reform in the Autumn that offers hospitality businesses the maximum discount on offer, in order to properly level the playing field for the high street.

It just can’t come soon enough, because even before this April’s extra costs began to bite, operators have been putting investment and recruitment on hold, with some shelving both permanently. Sadly, jobs will be lost – it’s a matter of when, not if. The Treasury’s own analysis recognises that fact.

The Government must realise, and quickly, that it needs a sector like ours if it’s to realise its ambitious growth plans and desire to get people back to work. At the moment, though, hospitality has its hands tied by rising costs, created in the most part by disjointed government tax and welfare policies.

With the right backing from government, hospitality - with its energy, innovation and entrepreneurshipcan without doubt be the industry that drives the UK’s

economic recovery, and create the very places where people want to live, work and invest.

And helping to drive that point home is the recently launched UKHospitality Social Productivity Index.

It’s a first for us, and something we believe is a new paradigm for growth, bringing together evidence that reveals foundation sectors like hospitality, retail and logistics as ‘growth driving’ sectors able to deliver broader, socially productive growth.

Indeed, hospitality is the top performing socially productive sector, with GDP data consistently showing that our industry is growing faster than the wider economy.

Something we should all be proud of. And something the Government should get behind.

Kate Nicholls Chief Executive UKHospitality

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