Crerar Hotels Group has launched a new campaign entitled ‘I Choose’ ahead of its reopenings, after predicting that personalisation will “form the cornerstone” of hotel bookings as restrictions begin to ease.
The Scottish group, which operates a portfolio of seven properties, has seen a 106% increase in bookings in February, and in light of this now aims to offer the “highest level” of personalisation and choice to its guests once Scotland permits reopenings
The group said it has noticed in particular a rise in enquiries for longer stays of five and seven nights, multiple bookings for families and “plenty of personalised requests”.
Chris Wayne-Wills, CEO of Crerar Hotels said: “We’ve always been exceptionally reactive to our guests, and pride ourselves on being able to give our residents whatever they want to ensure a special stay at any of our hotels and inns – but when lockdown lifts, we’re taking that to the next level.
“As restrictions lift and people are able to travel and connect with their loved ones once again, they’ll get to experience the luxury of choice – something we all took for granted just 12 months ago – and we want to help guests make the most of that freedom.”
He added: “We received an influx of bookings in February and we’re trending above that for March already. The conversations our teams have been having with potential guests are around taking the chance to celebrate special occasions and moments missed over the course of the pandemic, so they want to be able to book in larger groups for a little longer to spend quality time together.
“And personalisation is top of the agenda as people are desperate to start making treasured memories again with the special people in their lives, so we’re focusing on the highest levels of personal service as a priority to ensure that when guests do decide to travel, their first trip is a memorable one for all the right reasons.”
Crerar Hotels Group is already in the process of investing “heavily” in its sites, with the aim of delivering a “boost” to Scottish tourism.
A £3m refurbishment is under way at the Isle of Mull Hotel and Spa, for example, whilst The Glencoe Inn will undergo a half a million pound refurbishment programme.
Wayne-Wills added: “Our ongoing investment in our hotels in the midst of a pandemic is testament to not only wanting to give our guests the best possible experience as and when they can stay with us; but also, to our appetite to breathe life back into the Scottish tourism industry.
“Once we’re given the word, we will be ready to open our doors and give guests a quintessentially Scottish experience with low-key luxury at its heart – as well as the freedom to enjoy their stay exactly as they want to.”