Editorial Board   Guest Author

Mr. Grenwell

David Grenwell

Sales Director, Shortridge Laundry

David Greenwell is sales director of Shortridge Laundry and Linen Hire, supplying many high-end hotels - Rockliffe Hall, The Samling and Stobo Castle, for example - along with hundreds of smaller hotels and guests houses across Northern Britain. Originally based near Keswick in Cumbria, North West Laundries was founded by David and Peter Hinckley in 1993. The company provided linen hire and laundry services to hotels and other local businesses throughout the Lakes. The rapid growth of the company meant a new, larger site was soon needed and the move to Lillyhall Industrial Estate was completed in 1996. By 2005 North West Laundries supplied businesses throughout Cumbria and the Borders. The acquisition of Shortridge enabled them to move into Scotland. In 2008 a depot was opened in Thirsk allowing the company to cover more of the North East and North Yorkshire, with further expansion in that region facilitated by the new Darlington depot. Investment in machinery has continued: in 2014, the company invested well over 1M in state-of-the-art laundry equipment, including washers, dryers, and ironers. Annual investment of over 750,000 in the best linen and towels from around the world helps to keep Shortridge's standards at the forefront of the industry. Last year, Mr. Greenwell commissioned a [short video][1] of the large Lillyhall laundry, for the benefit of those customers who are curious as to just how their linen is cared for. Please visit https://www.shortridgelaundry.co.uk/ for more information.

Mr. Grenwell can be contacted at 01900 606696 or info@shortridge.co.uk

Coming up in February 2018...

Social Media: Engagement is Key

There are currently 2.3 billion active users of social media networks and savvy hotel operators have incorporated social media into their marketing mix. There are a few Goliath channels on which one must have a presence (Facebook & Twitter) but there are also several newer upstart channels (Instagram, Snapchat &WeChat, for example) that merit consideration. With its 1.86 billion users, Facebook is a dominant platform where operators can drive brand awareness, facilitate bookings, offer incentives and collect sought-after reviews. Twitter's 284 million users generate 500 million tweets per day, and operators can use its platform for lead generation, building loyalty, and guest interaction. Instagram was originally a small photo-sharing site but it has blown up into a massive photo and video channel. The site can be used to post photos of the hotel property, as well as creating Instagram Stories - personal videos that disappear from the channel after 24 hours. In this regard, Instagram and Snapchat are now in direct competition. WeChat is a Chinese company whose aim is to be the App for Everything - instant messaging, social media, shopping and payment services - all in a single platform. In addition to these channels, blogging continues to be a popular method to establish leadership, enhance reputations, and engage with customers in a direct and personal way. The key to effective use of all social media is to find out where your customers are and then, to the fullest extent possible, engage with them on a personal level. This engagement is what creates a personal connection and sustains brand loyalty. The February Hotel Business Review will explore these issues and examine how some hotels are successfully integrating social media into their operations.