Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

Owner of Great Northern hotel to expand portfolio

05 October 2015 by
Owner of Great Northern hotel to expand portfolio

The owner of London's Great Northern hotel could open up to eight hotels over the next 12 years.

Jeremy Robson divulged his plans for expansion prior to a party to celebrate the agreement for the Great Northern (pictured) to become the first hotel in Europe to join the Tribute Portfolio, the new collection of independent properties launched by Starwood Hotels & Resorts earlier this year.

Robson, of asset management company Ram, explained that work is already underway to develop a 65-bedroom hotel in the French ski resort of Courchevel from two adjacent hotels he has acquired, while a third hotel in Barbados is also on the cards.

With regards to other hotels, Robson said there was "no constraint on location" and that a second hotel in the UK was a possibility.

Robson said that the Courchevel hotel would be a good fit for Tribute, which Starwood hopes to see expand to around 100 hotels by 2020. The brand has currently signed up eight hotels: six in the US and one in Japan, as well as the Great Northern.

Michael Wale, president, EAME, Starwood Hotels & Resorts, said that the UK and the rest of Europe has more transaction than the US for an independent brand like Tribute Portfolio because of its larger pool of unbranded hotels.

"Independent owners like Jeremy want to align with the economic engine of the global sales organisation provided by Starwood and the customer base of the Starwood Preferred Guest loyalty programme, while retaining the individuality of his hotel," he explained.

Robson said that while the Great Northern had been full and received a lot of critical acclaim in the two years since it opened, it had been tough to drive up revenue because of the high operational gearing within the property.

"Although we pay a fee to Starwood, going with Tribute will dramatically reduce the cost of sales, compared with selling rooms through the online travel agents," he said.

Robson revealed that future plans for the Great Northern include a gym on the roof of the hotel and a Martini lounge for residents on the first floor, adjacent to the Plum + Spilt Milk restaurant.


Great Northern hotel considers brand arrangement >>


Mark Sargeant to launch restaurant at London's Great Northern hotel >>


Great Northern hotel reopens in London after 12 years >>


*Looking for a job? See all the current hotel vacancies available with The Caterer* Jobs >>

Latest video from The Caterer

TagsHotels
The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Check mark icon
Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.

close

Ad Blocker detected

We have noticed you are using an adblocker and – although we support freedom of choice – we would like to ask you to enable ads on our site. They are an important revenue source which supports free access of our website's content, especially during the COVID-19 crisis.

trade tracker pixel tracking