EARLY CHANGES LEAD TO 84% PROFIT INCREASE FOR MACDONALD'S CARDRONA HOTEL

4th November 2009

The Macdonald Cardrona Hotel & Country Club has achieved an 84% increase in profit between 2008 and 2009.

The success follows a period of refocusing the hotel's sales and marketing activity to attract leisure guests and smaller golf parties as the business travel market started changing. As a consequence, the hotel's team achieved over 3% sales growth in very challenging times in addition to the impressive growth in profit.

Managing Director and co-owner James Lerche comments:

"Well over a year ago corporate budgets began tightening. We recognised this trend and started adjusting product immediately to ensure we continued to meet the needs of our markets whilst remaining competitive and profitable.

"We offered 'staycations' to families before the term became popular and targeted groups of friends for golfing parties. Both strategies proved really successful and we were able to grow these areas of the business in a short space of time."

He credits a combination of attractive pricing, creative added value and, above all, a flexible approach when dealing with enquiries for the hotel's outstanding results.

Another crucial factor was the hotel's staff. James Lerche reviewed and altered team structures across all areas and decided to change the way the hotel's employees worked.

He explains:

"Our philosophy in the group has always been to involve staff at every level and make them a part of the journey. We shared the challenges which lay ahead with the team right from the start which in turn served to strengthen their commitment."

At the same time, James Lerche and team ensured that the hotel's reputation grew among local residents in the Borders by increasing incentives to join the leisure and golf clubs and offering flexible packages for both. The effects of the Macdonald Cardrona's new approach have been felt throughout the business; the leisure club is now a favourite with locals and the hotel's Renwicks restaurant as well as its two bars have prospered.

Situated in a stunning natural environment in the Tweed valley, only a short drive from Edinburgh, the Macdonald Cardrona Hotel & Country Club is equipped with its own championship golf course, 100 bedrooms and banquet facilities for up to 200. The hotel first opened in 2002 and also offers unrivalled conference facilities and outdoor sports packages.

For more information on the Macdonald Cardrona Hotel and Country Club and the Macdonald Forest Hills Hotel and Resort, please visit the website at www.MacdonaldHotels.co.uk