Feature: Bring on the bookings
With summer fast approaching, the hotel and accommodation sector must prepare to warmly welcome the busy season’s steady stream of holidaymakers
As spring sweeps away the chilly dregs of winter, the hospitality sector should, as always, strive to be thinking one step ahead. Calendars are filling up with fun activities and social gatherings as the days get longer. People are actively looking to make plans ahead of time in the hopes of lapping up the good weather (fingers crossed…). And with schools soon to be out for summer, parents are already scoping out the best value-for-money holiday options to make the most of precious family time.
Hotels, after all, are in the business of making memories, ones that will be captured in photos and fondly recalled for decades down the line. For many, this summer trip could very well be this year’s one and only break away from home – the last thing you want to do is let them down.
Meeting expectations
Throughout the spring and summer seasons, UK travellers seek escapism, relaxation and unique, unforgettable experiences. At Burgh Island, the iconic Art Deco hotel located on a private tidal island in South Devon, the warmer days and longer evenings allow for the perfect coastal retreat. “Many of our guests come to disconnect and immerse themselves in the Devon coastline’s beauty,” says the hotel’s owner, Giles Fuchs. “They expect high-quality accommodation, seamless service and a strong connection to their surroundings, whether through locally inspired cuisine, outdoor activities or curated experiences.”
In 2022, the Global Wellness Institute reported that UK consumers spent approximately £179bn on wellness services. While this is the most recent data available, it places the UK as the fifth-largest wellness market worldwide and the figure was likely to be even higher for 2024 due to the continued growth of the sector. Certainly something for hotel operators to consider.
“Guests are particularly drawn to Burgh Island’s restorative natural setting,” chimes Fuchs. “Our Mermaid Pool, a naturally filtered seawater lagoon, provides a serene spot for wild swimming, while walks along the South West Coast Path offer fresh sea air and stunning views.
The Bergh Island Mermaid Pool
“Guests can also take part in Forrest yoga, outdoor painting sessions and natural water bathing, embracing the island’s tranquil environment.”
Get your ducks in a row
It’s no secret that summer is a bumper time for hotels, and with guests seeking a convenient, seamless and stress-free experience from the moment they book to the moment they check out, it’s important for hoteliers to have adequate systems in place ahead of the summer rush.
“Sixty percent of guests prefer to book directly through a hotel’s website, so hoteliers have a significant opportunity to drive revenue by encouraging direct bookings,” says Stuart Derricott, sales director at Zonal Hotel Solutions. “While moving guests away from third-party booking platforms can be challenging, our research shows that half are unaware of the commissions paid on these platforms, and 63% say knowledge of these commissions would make them more likely to book direct.”
To take advantage of this and steer potential bookings in the right direction, it’s vital for hotel websites to install an easy and intuitive reservation system. “The simpler and quicker the process, the more likely guests are to complete their booking,” Derricott emphasises.
Beyond the bookings, summer season prep for the Burgh Island team is a coordinated effort that begins well in advance. “Given our tidal island location, logistics are key, and we have to ensure our sea tractor operates smoothly to transport guests and supplies across efficiently,” says Fuchs. “Our staff undergo seasonal training to maintain top-class personalised service across the hotel, from the concierge and housekeeping teams to the Grand Ballroom and Nettlefold Restaurant.”
The Cumberland Hotel at Marble Arch, London, benefits from its central location in the heart of the capital. Here, guests are very much immersed in the thick of it all, staying in close proximity to some of the city’s most popular shopping spots and neighbouring art venues.
“Ahead of the summer months, we ensure fresh summer cocktails are featured on our menu, alongside an upbeat and uplifting music programme so guests can soak up the summer vibe throughout their stay,” says the hotel’s general manager, Pedro da Silva. “We are very family-friendly and offer a range of packages – we currently have a couple set up with our neighbours, Moco Museum and Frameless, offering rooms alongside attraction tickets. This means guests can ensure their itineraries are jam-packed with culture before they even step foot in the city.”
The team at The Cumberland’s onsite restaurant, SOUND Café and Bar, is currently working on a fresh rotation of dishes set to land on the new seasonal menu. “I can’t give too much away, but expect a range of options based around SOUND’s theme of Americana and good times,” adds da Silva. “We’re also working on summer serves, which will be based around flavour and theatre.”
Sharing is caring (Image: The Cumberland)
When it comes to drinks and desserts, traditional summer fruits – think strawberries and raspberries – will lead the way with flavour, while zesty citrus fruits like lemon and lime will also be heavily favoured.
As Matt Grenter, sales manager at French pâtisserie Symphonie Pasquier, anticipates: “We are predicting that meringue will have a moment this summer. The light cloud of sweetness is perfect for marrying the familiar with the exotic, and for creating contemporary forms of traditional desserts.”
Seasons in the sun
View your hotel’s location as its superpower and use it to your advantage. Take The Cumberland as an example; its 900 bedrooms and central location just opposite Hyde Park make it a desirable destination for summer city stays. Again, holidays are about making memories – and visitors in London are certainly not short of things to do, regardless of the season. “The British Summer Time (BST) Festival is a popular time at the hotel, and we tend to see good footfall during wider live music events,” notes da Silva. “There’s an impressive line-up of international superstars this year, from the long-awaited return of Oasis to Sabrina Carpenter. Our musical heritage makes us a natural pick for festivalgoers looking to stay in the city.”
At the other end of the scale and catering to a different market entirely, Burgh Island very much deals in experiences centred on nature and tranquillity. As such, guests partake in a range of seasonal activities and opportunities that enhance their stay, including alfresco dining with spectacular views of the sea and surrounding hills and coastline.
The Burgh Island balcony
“We also host seasonal events such as painting workshops, live piano performances in the Grand Ballroom and special Agatha Christie-inspired evenings such as expert talks and Murder Mystery nights,” says Fuchs. “We also promote various outdoor activities, including guided walks of the island’s historic landmarks and access to the private mermaid pool, perfect for a refreshing swim.”
Many happy returns
If your team provides guests with an exceptional experience through every stage of their stay, they’ll not only leave feeling happy and healthy but also far more likely to come back again. Of course, new business is important, but if you can build a community of loyal returning guests, you’ll be able to drum up bookings way in advance, be far more equipped to personalise your offer and, ultimately, able to stand the test of time. As da Silva sums up: “While we have many international guests at The Cumberland, we also have a fantastic loyal base of domestic return guests.
“We’ve been around for over 90 years and have a rich history and heritage. Our fantastic, ever-evolving food and beverage offerings keep our public spaces packed and buzzing, and our standout entertainment programming is known and loved.
“Finally, our customer service, which centres around treating every guest like a rockstar, keeps people coming back time and time again, because they know they’ll be looked after.”
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