CELEBRATING SALES ACTIVITY ACROSS OUR BRANDS ISSUE 4, NOV/DEC 2009 http://intranet/index.csm?id=11357

BUMPER C HRI S SPREAD THE STMA word EDITION TEAMWORK STRIKES GOLD: DOUBLE ACT WINS BIG!

PERfECT

BusinessPARTNERSHIP Accounts are huge news for WHR, with a fantastic £4.7 million clocked up since our Going for Gold incentive began

The amazing efforts of Receptionist business, and Amanda Modev have put Manchester if they are business guests I’ll look for West Didsbury and the signs that their company could benefit Christie Fields site at the from a Business Account. owen top of our league. She has won 11 “As I’m chatting to them, I get the next aroline B new accounts so far – worth £17,000 piece of information – for example, the ore and C ) Premier a month – and has the same number name of their sales manager – and lackm llington in the pipeline. I make sure I follow● Shthis up.eila I don’t B really Amanda’s ‘tricks of the trade’ were see it as sales – it’s just part of how I , Maidstone (A feater Receptionists ee picked up in a previous sales role – but do my job. “I’ve also had success fromir Thomas Wyatt B kings alone could be used by anyone across our contacting majorI nncustomers and who S have f group boo business. She explained: “I’m the first not been using us recently, to rekindlehan the £15,000 o person the guests meet when they arrive, business relationship.● More t so I make the most of the opportunity to “I make the most of talk to them about their stay. ‘quiet times’ on reception “When I’m checking people in, I find to do research and out whether they are staying for leisure or make calls.” Passion, enthusiasm Sheila and Caroline, receptionists at meal deals and new menus to guests. Maidstone (Allington) Premier Inn and Caroline, who has recently completed an and Spreading the Word Sir Thomas Wyatt , have had NVQ in Front Office, said: “My advice is to never great sales successes this year. say no to groups and make sure you give them – it’s all in a day’s work Attending wedding fayres in the spring really great service so they come back.” for Sheila Blackmore ensured bookings were in the bag – netting Sheila added: “Going out on our first £1,051 in May, £1,424 in September and sales call was daunting, but afterwards we and Caroline Bowen. confirming an Indian wedding for 2010. just wanted to get out more! For anyone Groups bookings have also boosted unsure about selling, the main thing is to business – from a fishing club splashing open the conversation with an icebreaker, out £2,242 to Tottonians Rugby Club we find bringing cake works! Then just hammering home £1,180. Sheila and be yourself and talk with confidence Caroline also constantly plug the Beefeater and passion about your business.” OUR SUPERSTARS Conversation Queen!

I now ask “GREAT customer chat every guest who checks in brings in big business” if they would whose trainers will stay a minimum of be interested two weeks a month, also signed up for a Business Account. in the meal Speak to your customers Another string to Joanne’s bow is deal, showing like they are your best her eye for potential new business – simply by keeping up to speed with them the menu friend and make sure you business news, such as companies opening new premises. and saying how stay in regular contact Joanne explained: “While checking cost effective ● Joanne Hulme in two guests, I noticed they worked for it is. In one Conversation queen Joanne Hulme, chain Brassiere Blanc, who ● Team Leader, Team Leader at Bristol City Centre I knew were opening new day I sold six Haymarket Premier Inn, knows how around the UK. I decided to look into Premier Inn, good customer relationships keep this and promote the Business Account meal deals, card. After several conversations, Bristol Haymarket business coming in. making £120. Joanne’s knack for casual selling them all the benefits the account ● Business Account conversation came up trumps recently has to offer, I signed them up and – Sam Appleby, when she convinced a training confirmed £1,100 of revenue.” Receptionist, Premier Inn guru Joanne commented: “I just speak Portishead and Gordano company, who were using another hotel Gate . chain, to go purple. Lime Solutions,

Scratching your head about sales? Then get TOP TIP scribbling! John, our resident expert on “Go out to see companies boosting business, is here to help. in small groups to make Q: I am keen to improve my sales techniques and generate more sales sales less daunting for for my site. I know that Business those who are shy.” Accounts can help with this. What – Mandy Bambrough, tips do you have to help me explain , South Shields the benefits to our guests?

A: You’re right, Business Accounts are hugely beneficial to our business and to our guests, which is why we’ve been making some changes. Welcome to our special bumper We’re launching a new Business Account website shortly, with improved functionality and additional features to make opening and managing an account edition of Spread the Word! even easier for our guests. To help you sell these new benefits to our guests, each site will receive a DVD showing the step-by-step process of the guest journey. This will include links from

As the busy festive season is nearly here, we Premierinn.com, how to make a new application, registering an account and using the account management section. decided to pack all the sales information and tips The DVD really highlights these fantastic new features along the way so is a you need into a fantastic double issue – designed great tool to help you and your teams learn about the new features. Please make to help your team have a very merry Christmas. sure you use the DVD to help you sell in the Business Account facility to all business Our festive edition is the fourth Spread the Word guests. The more approved applications you secure the greater your chances of newsletter you will have received – and we really being one of our GOING FOR GOLD winning sites! Look out for your DVD and briefing pack early December. want to hear what you think! Let us know by emailing spreadtheword@.com DO Y Have a great Christmas! OU HAVE A QUESTION FOR JOHN? THEN EMAIL Priya Kaler, Editor HIM AT [email protected]

BIG BUSINESS: A fantastic effort by Suzette Cutting, Durham South GM, and Janet Jubb, Newcastle South GM, 2 has seen us become Northumbria Police’s preferred supplier across the North West. nice one ladies! THE

lo o kin g Wearing our bobble hats local for a good cause! low The May Tree Table Table has down Conversation Queen! celebrated its first birthday with a 24-hour static bike ride. Totting FACTORL up 1,164 km, beating the distance between the brand’s Sometimes the best most southerly and business opportunities are northerly restaurants, right on your doorstep “GREAT customer chat the team raised – do make sure you look £765 for charities local and don’t miss out! ShelterBox, WaterAid and the Precious ● Leanne Murphy, Assistant Manager, to them like they are my best friend, Lives Appeal, and Swindon West Premier Inn and Lydiard brings in big businhighlightinge ss”the benefits of Business spread the word with Beefeater Accounts such as free sign up. Once some fantastic press Local eyes: “A company I have told them this, I contact them coverage for the site! were doing motorway works near us. They again and have a general conversation, Bridgend Premier Inn had two rooms booked starting with some chitchat like the and Pantruthyn Farm but I called them to see if weather and what they have been Table Table has also they needed other rooms.” doing. Once I have established a been doing its bit to Great result: “A total of 11 relationship, I just keep up the contact.” spread the word while rooms for four nights a week until supporting WaterAid mid-December – netting £10.5k.” – raising £98 with a have you tried . . ? fun-filled Elvis night. ● Ciarhan Webb, Assistant Manager, Caerphilly (Crossways) Premier Inn and Crossways Brewers Fayre Getting in touch with companies that ● Local eyes: “A lady came in to see place one-off or small bookings. They if she could park five wagons may have potential business waiting THE WORD! to be dished out to you or other sites – SPREADING in our car park. I found especially if they are unhappy with the Cath Evans, Head out they were for a hotels they usually use. Housekeeper at period drama being Caerphilly Crossways filmed locally.” Premier Inn, has Great result: “We been busy boosting negotiated a car park Bring them back! Christmas sales! She rate of £250 and asked came up with a plan the crew in for a – Premier Inn Cardiff (Roath) to tie in her second they came and spent £100.” Team Member Mark Dudley had job – as an Avon a great result when he called rep – with spreading ● Matt Hutchings, General Manager, a dwindling Business Account the seasonal word, Sheffield City Centre (St Mary’s Gate) customer, securing a six-week popping Festive Premier Inn booking worth £2,409. What’s more Feast and Christmas Local eyes: Matt arranged Day leaflets into to meet the Business there is potential for more bookings every month deliveries. Ding dong! Account customer from across the Premier Inn estate – well done Mark! the Yorkshire Ambulance service to see if they needed anything else. Great result: He Leicester’s lucky charm discovered only half their business had been placed Assistant Manager Donna Kemble’s proactive with Premier Inn and stole an approach to capturing business is dramatically extra £55k from Holiday Inn! helping to boost the fortunes of Leicester Braunstone Premier Inn and Observatory Beefeater. ● Kathryn Walker, General Manager, Key to Donna’s success rate has been grabbing Carlisle M6 J44 Premier Inn opportunities when they come her way. Take the Local eyes: “I told my Special Olympics – held recently in Leicester and friend about a wedding attracting people from all over the world. Donna secured we had recently at the large group bookings – driving occupancy to more than hotel, including how 90 per cent. good value for money A massive booking has also recently come in from we are and what an DeMontford University, after guests from the Special effort we went to.” Olympics booking were so wowed by the service Great result:“My friend they received. Watch this space for more info in our booked her wedding with us – January edition. 50 bedrooms, meal for 85 and Donna said: “My tip is get to know every customer 125 evening guests. The balance like a friend, it makes it much easier to make a sale if is about £8,500.” you they enjoy having a chat with you.”

MY MOTTO by Donna Kemble, am Leicester Braunstone: Give great customer service and guests come back, but WOW them and they’ll sell us to others too! 3 EVENTS ROUND-UP Newcastle Centre, saw the hotel also raised a whopping £2,890 invaded by actors and characters We’re all going for WaterAid. from the Star Wars movies and Doctor Who – brining in about to Wembley 2 Birthday £8,500! A huge team effort at the London celebrations 4 PR-tastic Wembley Stadium Premier Inn for Beefeater over the summer saw a massive Caernarfon £100,000 pulled in over 10 days The Plough Beefeater in Dover Guests have been flocking to by focusing on what events were celebrated its 35th birthday in happening at near-by Wembley style in October, bringing some Caernarfon Premier Inn and Harbour Stadium. early Christmas cheer and 2 Table Table after The campaign kicked off with spreading the word in the the team managed AC/DC – with the bar bill topping local town centre. to bag some free £12,000 in a night plus £3,000 coming in from car parking. 3 May the advertising on the A string of Take That concerts sales force be local Heart radio also got revellers in the party station – some of it spirit, with the Wembley team with you! thanks to their Jim raking in £19,000. A two day event held over Royale look-a-like! However, it wasn’t all about a weekend at Premier Inn sales – the big-hearted team An action-packed year, so far! Looking back at how your hard work has been making a difference

work: “We have now received 15 rooms, two nights a week, every week until 20 December, all with the £20 meal deal. The total revenue from this Grabbing a slice of the action! booking is £25,000!” Top Tip: “Be passionate and believe in our commented: “They sold all the hotels as product and offering…then it just comes passionately as if they were their own!” naturally to sell it!” – Pedro Mendes, GM, Premier In South Mimms/Potters Bar.

Proving we are the best A great steal from Proving the Midlands Solus region has more to offer our guests than any of our competitors Travelodge comes easily to Sam Taylor, Operations Manager at Premier Inn South Mimms/Potters Bar. Sandy Bemister knows While calling lapsed users, she spoke to a how a little bit of company called Sound Craft and found out they promotion can go along Stealing from the had decided to use local hotel the Day’s Inn. way when it comes to Sam secured the deal by driving home how bringing in the business. competition! Sound Craft would After Sandy, Lead have everything Receptionist at Premier Inn Well done to Laura Cowell, General Manager under one roof at Oswestry and Oswald’s Premier Inn Chorley South, and Louise Burr, South Mimms/ Cross Table Table, General Manager Premier Inn Chorley, whose Potters Bar – along contacted an organiser powers of persuasion resulted in winning with a happy and of the Eistedfod music a large tender for the company Independent helpful team! Watch festival at Llangollen, the site was awarded five Inspections/ANSA. this space for more rooms although the contact had never used The deal will see six of our hotels in the info in our January Premier Inn before. Chorley area used for all of the company’s edition. However, the business didn’t stop there and booking requirements. What’s more we beat Pedro Mendes, they came back for more – calling Sandy to off competition from Holiday Inn AND Marriott General Manager, reserve 26 rooms for five nights next year worth to bag the business. explained what’s £7,000. The group are also very interested in Regional Account Manager Jacqui Wallis come of Sam’s hard the meal deal – which could potentially bring 4 4 WEDDING WONDERS

First wedding for Bridgend 3

Premier Inn Bridgend and Pantruthyn Farm Table Table got into the wedding business in October – hosting their first ever wedding meal and reception. The ceremony was held round the corner from the hotel, with the happy couple and guests coming back to Table Table for their wedding meal, followed by an evening buffet and disco. The huge success brought in about £2,000 in and beverage sales, £1,470 in accommodation plus 30 breakfasts. Here’s hoping this wedding is the first of many!

Wedding breakfast

The team at the John Milne Table Table and Rochdale Premier Inn were only too happy to oblige when a large party on its way to an Indian wedding celebration stopped off for a spot of breakfast. The wedding was one of three ceremonies to have taken place An action-packed year, so far! this year, with parties continuing to come back to the site time and time again as word spreads between friends and families about our great service and food. General Manager Barry Openshaw commented: “We’re thrilled, Looking back at how your hard work has been making a difference as this year the parties have generated in excess of £3,000 in food and beverage sales.”

in another £3,000. The icing of the cake is that the contact has moved business on block from Spreading the Word Travelodge. Nice work Sandy! Sara Ward, Lead Receptionist at Bridgwater Premier Inn and King Sedgemoor Inn Brewers Fayre, has been taking a stand – at a wedding fayre that is! The breakfast Her efforts at a local event in October club saw Premier Inn goodie bags handed out to visitors and she also organised a prize Team Leader Jason Humphries draw for money off a meal to get those all struck gold recently when he got important contact names in. chatting to a guest enjoying an evening meal at the O’Bridge Brewers Fayre, Taunton. The guest regularly attended a breakfast club meeting at Taunton Holiday Inn but had been disappointed Successful event with the service. Seizing the opportunity, Jason explained how the O’Bridge hosted a club for The team at Ormskirk Premier Inn and Morris Dancers Beefeater 4Networking, one of the best business networking have been making the most of their close proximity to a busy groups in the country. wedding venue – getting in there to Spread the Word about what Helen Redford, Deputy General Manager, a great venue they can provide. went on to deliver an impressive sales pitch over an ‘all you can ’ breakfast. The guest has now given notice to Holiday Inn and started hosting Wales goes wedding crazy meetings at the O’Bridge in November – generatating £7,500 of revenue. Wales got in the wedding spirit in September, when 20 sites got together to attend the Top Tip: “Find out the location of CIA wedding fayre. A proactive team of your nearest Business Network 14 had potential customers buzzing with International breakfast club and excitement about all things Whitbread – steal the business from whoever and no one got past without hearing about is hosting it!” – Mark Hayles, GM, Christmas, restaurant meals, and Business Brewers Fayre. Accounts – as well as weddings! 5 Christmas crackers! Spreading the festive word across the WHR family

What a cracker! Artistic staff at Premier Inn Ashby de la Zouch and Flagstaff Island Brewers Fayre made a creative cracker to hang on the wall –showing the team how they are doing on their sales targets.

FESTIVE CHEER BRINGS TOP TIP “Spread the festive IN BOOKINGS! word by catching early Spreading the festive word has been top of the transport users and agenda for the food and beverage team at Premier Inn Nottingham West and Millers Barn Beefeater. people on their way Waitress Amanda Barron and Bar Team Member to work.” Angela Pickford got in the Christmas spirit and dressed up as Santa and an elf to distribute – Adele H argreaves, DG Christmas leaflets and talk up Millers Barn’s Premier Inn Nottingham WM,est festive offering. and Millers Barn Beefeater Following Amanda and Angela’s, the site great held example a of spreading festive cheer Barnsley bags the bookings Christmas sales day, resulting in 72 bookings. Looks like the team is going to be having a very merry Christmas!

CHRISTMAS PREVIEW Table Table customers were given a glimpse into the world of Christmas thanks to preview days held to kick the season off.

6 chatter All I want for Christmas . . .

John_Forrest Christmas crackers! Brand Operations Director, Table Table: Thank you for all your hard- work so far this year and your dedication to Going for Gold. My Spreading the festive word across the WHR family three Christmas wishes are: Double our covers on Christmas Day, an extra Food for thought . . . £5,000 turnover in P10 and sell an extra What a cracker! room every night. Good luck Artistic staff at Premier Inn Ashby de la Team Zouch and Flagstaff Island Brewers members Fayre made a creative cracker to at Premier Simon_Ewins hang on the wall –showing Inn Stirling Brand Operations Director, the team how they are and Pirnhall Taybarns doing on their Brewers This has been a momentous sales targets. Fayre have year for our Taybarns and been hitting Premier Inn sites. Thank you all for the streets your fantastic commitment and support in food and throughout a hugely busy year. Let’s go Christmas for it in P10 and Spread a Festive Word fancy dress this Christmas. to Spread the Word. Tim_Bowley Brand Operations Director, The Brewers Fayre Christmas song! Beefeater: Christmas to me is our Why not take some inspiration from the Going for Gold workshop in biggest opportunity to delight Sheffield where one musical Brewers Fayre team got tuneful… our guests. We are THE celebration brand. Let’s try to treat every guest as we would “Well I wish it could be Premier every day, a friend at Christmas and show them what Don’t forget the Brewers Fayre there when you stay. a great place Beefeater is to be. They’ve got beer and wine and two for nines when you stay, So let the tills ring out this Christmas! Oh will we win the MINI this Christmas?!” Peter_Blake Sung to the tune of ‘I Wish it Could be Christmas Every Day’ Brand Operations Director, Brewers Fayre: My ‘Christmas Wish’ is for Brewers Fayre to smash its sales targets and for our teams to be totally Guest Obsessed, ensuring that every one of the 1.4 million guests expected to visit us has a fantastic time. My sincerest best wishes to all our teams and their families.

Adam_Nicholls Brand Operations Director, Premier Inn Colocated: ‘Tis the Season to be kind and fair, but don’t forget to Grab Market Share! Have a wonderful Christmas and stay warm from the cold . . . and lets Barnsley bags the bookings always keep GOING FOR GOLD!

Nic Brown Barnsley Taybarns and Premier Inn Sheffield/Barnsley looks set to Brand Operations Director, have a great Christmas – with the team confirming bookings for 539 Premier Inn Solus: guests by the end of October alone! With Christmas around the General Manager Tony Devaney explained: “We called all our corner, my wish is for you guests from last year, ensuring we knew details like their party size to Spread The Word about our £29 room and table requirements before ringing, which really impressed offer. Be truly Guest Obsessed over the them. We’re aiming to beat last’s year’s Christmas Day figure, which festive period so they won’t ever want we’re well on track to do. to stay anywhere else. Thank you for all The key is being well prepared and organised so we’ve doing your hard work this year and best wishes things like role play between staff to try and encourage people to to you and your families for a great book within certain time slots.” Christmas. 7

“Helping your spend- per-head SKY ROCKET!” We know that sales can be daunting, Top Tip: Note down important but those of you who have seen the information during your pre- Phase 2 Going for Gold Training DVD session brief, such as specials, (ask your GM if you haven’t) will names of guests and reasons understand that holding an effective why they are visiting, as well pre-session brief (or buzz session) as your sales targets. as a team is really effective. It can help you increase your spend Don’t know anything about per head and your TIPS! You may not the Phase 2 Going for Gold feel comfortable or confident upselling Training? Your GM or DGM to guests in your restaurant BUT DID should be holding short-take YOU KNOW that research shows that training sessions with you a massive 88 per cent of our guests using the tools they have been actually value team members who given, including a great DVD suggest alternative products? So what which demonstrates how to are you waiting for? Watch the DVD, increase your spend per head make upselling part of your day-to-day and increase your chances of role and you really will help us smash being a Going for Gold winner Paul Hooker’s Brewers Fayre team - getting the competition. – Speak to your GM today! into the Going for Gold Christmas Spirit. BRINGING IN We have already seen some fantastic results come our of the THE ‘GOLD’ Phase 2 training – see below. Here’s a round-up of some of the PERIOD 8 key points, designed to help your spend per head sky rocket . . . Brand Winning site Oakley Hay cTraining in action – proof it works!o Plough Ruislip Highlights: Barn Solihull David Greenall, DGM, Hereford Premier Heald Green Beefeater ★ Knowing a bit about Inn and Starting Gate Beefeater: Yeadon Stoops your guests will help the “Tonight I committed to holding a pre-session Royal Oak Wrotham Heath conversation flow so briefing and what a difference it made. The Balmoral Inn make sure you ask a few team were wowed from the start, it lasted Coach and Horses questions, such as if there no more than 3-4 minutes and we even Coach & Horses is a special reason for their tried the new duck special. Jennifer went Rising Sun visit. The more comfortable on to increase her average spend per head Preston Farm a guest is with you, the that night to £18.01 and Victoria achieved Brewers Brocklebank more likely they are to ask £20.12. That’s a massive £2 increase on their Fayre Pirnhall Inn for your advice and menu averages! Thanks for the encouragement – Windsor House recommendations. we’ve really seen the benefits. ” Goffs Park ★ It’s also essential to Burton House get to know your menu Strawberry Field and wine list, giving you The Oakwood the confidence to answer Going for Gold winners Hornbeam Park questions and make Swinging Bridge Table Table suggestions, such as what We asked two period six winners how they came up trumps: Discovery Quay wine to have with a meal. Holes Bay Make sure you find out Jez Randall, General Manager, Aldershot Premier Inn and Willems Park Callywith about the day’s specials, Brewers Fayre: Antrim try and taste different “Each shift the team had a different target to hit, for instance Monday lunch they’d Taybarns Taybarns Swansea dishes and ask your be tasked to sell size extra portions of garlic bread. This created a friendly rivalry London Docklands (Excel) kitchen manager to talk and drove every person to net a fantastic result.” Leicester (Braunstone South) Premier you through the menu. Dave Vaughan, Enfield Manchester Trafford West Pl Inn Solus ★ Once you’ve got an Premier Inn and Inn on Bournemouth Central (Tulip) understanding of what’s the Park Table Table: Sheffield (Arena) on offer to our guests, “We used the shift briefing COLOCATED you’ll be able to suggest to ensure the team was aware suitable starters, side of what specials to sell. Bar Theresa Lynch Bridgend Central orders, desserts and wine to training was also given to Gary Villiers Coventry Airport help enhance your guests’ ensure ‘large’ was the new Laurance Green Chorley North experiences – and from standard and ‘double up for Andi Teasdale Newcastle South there the sky’s the limit when £1’ became second nature.” Tim O’Sullivan Stafford Hurricane it comes to spend per head! Dom Taylor Southend on Sea

Thank you for all your fantastic story submissions! We’re really keen to hear from Team Members for the next issue. Please send us your hints, tips, success stories and photos using the submission form on the intranet (find it in ‘Communications Centre’) or email [email protected]

spread the word is written and designed by headlines corporate communications, medina house, silbury boulevard, milton keynes mk9 2ae • www.corpnews.co.uk • email: [email protected]