Best Western Knights Hill Hotel
Background
Knights Hill is a large 79 bedroom 3 star hotel located in North Norfolk on the outskirts of King’s Lynn. Owned by the Abacus Hotel Group, it has a strong conference and banqueting offering and appeals to both leisure and corporate guests. Fitness Express, parent company of Imagine Spa Management has operated a health club on site with over 1,100 local members since 1989.
“Fitness Express have partnered with us on developing our leisure offering for twenty years. Their innovative approach has ensured that we have stayed ahead of the competition and the Imagine Spa concept has been a massive hit with our existing clients as well as attracting new business to the hotel. It has had a real impact on the profitability of the hotel”
Howard Darking, Chief Executive Officer, Abacus Hotels
Brief
To find a use for a redundant courtyard and an outdated hotel bedroom block area behind the existing health club that would enhance occupancy and generate profit for the hotel. To create a business that generates a £1,000 per day additional revenue.
Service Offering
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Design of full day spa offering
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£500,000 investment to create the day spa
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Turnkey service from design, branding and concept creation to ongoing operation and integration with existing health club
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Financial risk borne by Imagine Spa Management
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Staffing and day to day management of the facility
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Website design and management of integrated on line marketing campaign using our very own “BOOST” single customer view database
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Implementation of on-site bookings and membership management system
Outcome
The spa has impacted upon hotel occupancy and has grown revenue month on month since inception. It has reached its targeted turnover at the end of the second year of operation. The Imagine Spa was the only 3 star hotel spa to be a finalist in the industry’s Residential day Spa of the Year awards.