How a Leading UK Hotel Group Used huq to Optimise Site Selection

How a Leading UK Hotel Group Used huq to Optimise Site Selection

Client Overview

As a luxury hotel group with over 30 properties across the UK and Spain, maintaining strong performance across diverse locations was a key priority. However, the group faced challenges in aligning internal performance metrics with external market conditions. Traditional methods of performance assessment lacked the granularity needed to understand guest behaviour, market trends, and local economic shifts. To maintain a competitive edge, the group required data-driven insights to inform their decision-making.

Understanding local market trends and customer behaviour was crucial for optimising our hotel operations. We needed data-driven insights to stay ahead in a competitive landscape.

The Challenge

To optimise performance and enhance strategic planning, the hotel group needed deeper visibility into:

• Understanding how local economic shifts impacted occupancy rates.
• Identifying high-performing locations and areas for expansion.
• Tailoring marketing and operational strategies to visitor demographics and movement patterns.

huq's Solution

"huq's data has provided valuable insights into the external factors affecting our business. Their reports have helped us refine our strategies and make informed decisions, particularly in our flagship locations."

Without real-time, location-based insights, these challenges made it difficult to adapt to changing market conditions and maximise revenue potential.

huq delivered a tailored location intelligence solution through monthly reports, equipping the hotel group with:

• Clear visibility into visitor volumes, enabling proactive adjustments to pricing and promotions.
• Insights into where guests were travelling from, helping refine marketing strategies and outreach efforts.
• Bespoke analysis for key locations, such as their Lake District property, offering deeper understanding of visitor behaviour and seasonality impacts.

How huq's Solution Helped

huq's data empowered the hotel group to make informed, data-driven decisions across multiple business areas:

• Footfall and spending data helped differentiate between internal performance shifts and broader market trends.
• Tailored marketing strategies based on demographic insights led to increased bookings in flagship properties, including Bath and Windsor.
• Identified high-potential locations for future investment, ensuring maximum return on expansion efforts.

Final comments

This leading hotel group needed to ensure that every property was positioned for success in a highly competitive market. With huq's advanced footfall, demographic, and catchment analysis data, they gained the insights needed to strategically expand, optimise existing locations, and enhance operational performance. By making data-backed decisions, the group reduced risk, improved guest experiences, and refined their market strategy with precision.

If your business is looking to gain a competitive edge and make smarter location-based decisions, huq's location intelligence solutions provide the clarity and confidence needed to succeed in a fast-moving market.

"huq's real-world data provided the clarity needed to de-risk decisions and unlock new opportunities, turning our market challenges into measurable successes."

Chief Revenue Officer