“The look and feel of our proposals have been modernised and transformed by UpMail”

Andrew Pickets
Head of Meetings and Events | Malmaison and Hotel du Vin

Headquarters
London, England

Type
Hotel chain

Number of hotels
35 properties, 4* boutique

Region
United Kingdon

Company Size
+2,500 employees

UpMail Users
+50 members

Challenge

Malmaison and Hotel du Vin (HdV), are amongst the UKs leading hotel boutique & lifestyle brands that are both stylish and eclectic with a passion for doing simple things, brilliantly. Across their 35 heritage properties you’ll find sumptuous accommodation, bustling bars & bistros and unique venues for meetings & events (M&E).

The M&E segment for the two brands has a significant impact on revenue and profit contribution for the estate. A team was tasked to review the sales process of how M&E enquiries were being handled, assessing improvement opportunities. 

A key part of the review was to identify:

  • Quality and content of each proposal 
  • Individual and team workflow efficiencies 
  • Customer response times
  • Conversion rates 

Solution

UpMail was recognised as having the best fit for Malmaison & HdV based on it’s flexibility, measurement, ease of use, integration and perceived adoption by the team.

UpMail offered a solution that was fully integratable with Outlook meaning each member of the sales team were able to respond to the new leads straight from their email account.  With each proposal being highly customisable, on brand and providing the best route to conversion by delivering relevant content based on the prospects needs and interests.

In addition, each proposal showed the salesperson when their prospect opened their email, and what content they clicked on i.e. the virtual tour, room categories or the F&B offering, providing useful insights to help determine the next sales move.

After several consultative sessions, a clear onboarding strategy with a detailed training schedule, UpMail was rolled out to the Malmaison and HdV M&E team to be used when responding to all corporate, social and wedding enquiries.

Result

The impact of UpMail within the business has been clear having been fully embraced by the Sales team given its ease of use and ability to personalise each proposal.  Group and M&E revenues have continued to grow across the estate especially in Social events. 

  • 100% adoption rate within the team
  • Standardisation of the enquiry handling process
  • Consistency of brand delivered at every customer touch point
  • Customer response times shortened

 

 

“The look and feel of our proposals have been modernised and transformed by UpMail”

 

Andrew Pickets,

Head of Meetings and Events | Malmaison and Hotel du Vin

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