Sinclairs Hotels is a small independent hotel chain with five exciting properties in exotic locations. The Company approached Pressman to assist in attracting more groups, both domestic and international and generally increase occupancy. Since all the properties had excellent conference facilities, targeting the MICE segment was also a focus area.

After an exhaustive study of the existing marketing set up, Pressman worked out a multi-pronged strategy which targeted major inbound tour operators, domestic tour operations and large travel agents. A media relations programme to improve visibility, revamping of the website and focused advertising (budgetary constraints!) were also part of the overall strategy.

A database of key tour operators and travel agents was prepared and presentations made to them individually by the client marketing team. Advertisements announcing ‘off-season’ deals were placed in key media. Familiarisation tours were organized for selected tour operators. Journalists from key mainline media (print and TV) and well known travel writers were invited to holiday at Sinclairs resorts. The website was totally redesigned in a customer friendly manner (www.sinclairshotels.com) and the facility to accept secure online reservations introduced. Promotional tie-ups with food and drink companies, discount schemes for students and senior citizens, joint promotions with other properties located at nearby locations to put together ‘vacation packages’ were some other activities undertaken.

The brand ‘Sinclairs’ has gained enormously in terms of visibility and a study of tour operators revealed that ‘Sinclairs’ properties were the ‘most preferred’ hotels in four of the five destinations. Occupancy increased steadily and there has been a sharp increase in ‘corporate’ as well as ‘leisure’ business.

Attracted by the inspired performance of this small company, a well known global fund has invested in the company to fund its expansion plans. Sinclairs is now refurbishing its existing properties, adding more facilities to move up the value chain and increase its ARR, and has embarked on expansion involving setting up two more properties. Our partnership with the client continues and together we look forward to writing many more chapters in the extraordinary success story.