Hoxton hotels owner plans bold new identity for Gleneagles

07 October 2015 by
Hoxton hotels owner plans bold new identity for Gleneagles

Gleneagles hotel will have a bold new identity under Hoxton hotels owner Ennismore, according to chief executive Sharan Pasricha.

Speaking to The Caterer ahead of his appearance at The Caterer Summit, which takes place at Jumeirah Carlton Tower, London on 13 November, Pasricha said both the Hoxton and Gleneagles were iconic brands, but that the latter hotel had to be brought up to date.

"We were bold in our ambitions for the Hoxton, because we knew what it could become - and that will be the same for Gleneagles," he said. "At the same time, we have retained the original DNA of the Hoxton, and we intend to do the same with Gleneagles. We are creative operators and like to roll our sleeves up to grow and run our businesses."

Investment is planned across the estate, but a significant focus will be food and beverage and updating the digital strategy, in line with the emphasis at the Hoxton.

"The property is best known for golf, but with 850 acres of beautiful Scottish countryside, there is the potential to do a lot more," he said. "The food and beverage is very successful, but I don't think the hotel has scratched the surface of what can be done. We also need to look at the bedrooms and leisure propositions.

"As the operator, as well as the investor, we shall be coming at it from a different angle to Diageo - we can think outside the box and be bold and creative in our investment."

Pascricha plans to challenge the status quo at the business "particularly with regards to the digital strategy - the analytics, social media and revenue management", but also in terms of food and beverage, leisure and human resources.

"We have a strong financial background, so that will help when it comes to capital projects and deploying capital," he added. "But first, before we do anything, we need to fully understand the brand."

Pasricha will be among a host of high profile speakers at The Caterer Summit. Highlights will include a keynote speech from Corbin & King co-founder Jeremy King; analysis on delivering hospitality in an ever-changing landscape from David Taylor, chief operating officer of a new hotel brand for Starwood Capital; Hawksmoor owner Will Beckett and Northcote Group director of wines Craig Bancroft.

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