Back in March, H&C News was able to announce the appointment of Michelle Wells as General Manager of Park Plaza County Hall, joining from smaller sister property, Park Plaza Sherlock Holmes, which she had successfully led as General Manager since 2007.
Park Plaza County Hall is a four-star deluxe 398-bedroom hotel, situated in a prime location moments from the vibrant South Bank and commercial hub of Waterloo – not to mention the Houses of Parliament just across Westminster Bridge.
It was therefore a pleasure to meet Michelle (pictured below) recently to learn more about the opportunities and challenges that a large, Central London hotel presents, including the responsibilities of revenue generation, cost efficiency and the ‘guest experience’ required by the varied and international range of customers staying at the hotel.
Diversity
Michelle’s appointment was described at the time as strengthening the growing number of women occupying Senior Management positions at the hotel, and this in turn reflects an improving mix of genders across hotel industry management generally.
Perhaps this demonstrates a wider change of industry ‘mindset’ whereby the right person for the job can be appointed which, in the case of GM’s, means identifying the person best equipped to operate effectively under direct owners, or management contracts, or franchisees. In every instance, GM’s today need to be very commercially and financially aware, as well as focussed on delivering the right ‘guest experience’ within the constraints of their property and location.
Revenue management
Revenue Managers may be a relatively new role, but are a vital one, and one with which GMs need to work closely and collaboratively.
It’s important to use the available ‘systems’ and data effectively in order to decide rates and the strategies necessary to achieve them. At the same time, it’s necessary to understand the market and competition: no hotel in Central London operates in isolation, and maintaining or increasing rates needs constant attention.
For a GM, however, Gross Operating Profit is important, not just Revenue – GOPPAR not just RevPAR – a subject that frequently recurs in conversations with hoteliers!
And then there are the OTA’s – so often vilified by others, but with whom Michelle believes it’s important to work closely, establishing a good working relationship so that both hotel and OTA achieve the results they require.
Corporate vs family/leisure guests
Park Plaza County Hall has a very strong corporate occupancy during the week, in part the result of its location and six busy meeting rooms, but switches to intensive family and leisure usage at the end of the week and over the week-end.
What’s ‘best’ for corporate guests is not necessarily best for families and children, but the PPHE Group is family-oriented (Park Plaza County Hall apparently leads the way in this) and seeks to provide facilities and activities that will make family stays particularly successful.
Examples range from rooms that can sleep four – ideal for parents and two children – to opening the Italiano restaurant from 5pm in the evening enabling families with children to eat to suit their own timetable as well as before adult guests. The pizza-making courses for children have also enjoyed considerable success with both children and parents.
The result: happy families!
Food & Beverage
As indicated above, the Italiano Restaurant serves great value classic Italian dishes welcomed by families – but also by many other guests, who choose not to eat out.
Like an increasing number of hotels and hotel groups, PPHE recognises the importance of F & B offerings and has appointed a Development Chef to assist the development and delivery of what guests want across the Group.
At the same time, bar areas also need to meet guest expectations, and Park Plaza County Hall is looking at ideas to further develop the offering and ambience of its Spectrum Bar (pictured below).
Women travellers
In a hotel the size of County Hall, it’s easy to focus on filling rooms without paying sufficient attention to the specific needs of the different types of guests.
Just as today’s corporate guests need fast, reliable (and free – it is) WiFi throughout the hotel, so too do women travellers need good security: it may seem simple, but how many hotels ensure that rooms for women travellers are not allocated in remote areas, such as at the end of corridors or round corners?
And healthier menus and eating options are also welcomed, encouraging guests to eat in the hotel.
The challenges to come
The challengesoutlined above are by no means unique to Michelle West and her team, but meeting them certainly keeps everyone busy – not just operationally, but also trying to look ahead to anticipate and prepare for the next challenges that their diverse range of guests from all over the world will present.
In this respect, Michelle’s success in recently completing the General Managers Programme at Cornell University in the United States, a 10-day specialist training course in strategic management, is invaluable, enabling her to stand back from the day to day and identify and develop the elements that will deliver sustainable competitive advantage – whether that’s HR and people, management, technology, asset management, or other innovations.
Cornell has also added a superb network of international contacts who can be tapped for their own experience and insights.
It seems that Park Plaza County Hall is not only in good hands for the present, but is also and already looking to ensure its ongoing and future success.
About Park Plaza County Hall
Park Plaza County Hallis located at 1 Addington St, London, SE1 7RY and offers 398 guest rooms, L’Italiano Restaurant serving great value classic Italian dishes, Spectrum Bar, six function rooms with natural daylight, an Executive Lounge, a fitness suite with sauna, steam and treatment rooms, and free Wi-Fi throughout.
For more information click here
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