Editorial Board   Guest Author

Mr. Greenwell

David Greenwell

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 Mr. Greenwell 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.

Please visit https://www.shortridgelaundry.co.uk/ for more information.

Mr. Greenwell can be contacted at 01900 606696 or david.greenwell@shortridge.co.uk

Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.