Hotel Tech Insider Lamington Group's MD on Aligning Tech for Extended Stay
Dec 10, 2024
Stuart Godwin, Managing Director of Lamington Group, reveals how his team increased direct bookings to over 50%. He discusses the innovative Room 2 concept, blending serviced apartments and traditional hotels to cater to diverse guests. Godwin emphasizes the importance of a user-friendly booking engine, reducing friction in reservations. He also shares insights into the Hometown Club loyalty program, which fosters brand loyalty with instant rewards. Tune in for valuable strategies on enhancing the guest experience through technology!
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Lamington Group's Growth Journey
- Lamington Group evolved from serviced apartments into the Room 2 product combining serviced apartments, Airbnb, and hotel features.
- They currently operate five hotels with nearly 400 keys, targeting 5,000 keys by 2030, showing an aggressive growth plan.
Flexibility Drives Wide Appeal
- The Room 2 product focuses on flexibility with in-room kitchenettes catering to corporate, leisure, and relocation guests.
- This flexibility allows longer stays and appeals to diverse guest segments beyond typical short hotel visits.
Use a Flexible Cloud PMS
- A cloud-based PMS like Muse acts as a central hub enabling easy integration with various tools.
- Using such a flexible PMS allows hotels to agilely plug and play solutions as their needs evolve.