In the UK it has 23 sites ranging from Bridgwater to the west, Hadley Heath in Worcestershire to the north to Haslemere, Surrey to the east.
During the pandemic the company used the time to invest in its hotel sites, upgrading and improving rooms. It also used the time to conduct a property strategy review which also identified sites and property on sites that could be transferred into accommodation.
Moving business forward
The judges felt that what the company had managed to achieve in such a short time was staggering. The judges were impressed with its move into a more premium offer. It was thought that the company had gone from strength-to-strength capitalising on the time during lockdown to develop the business and kick start their strategy to move the business forward.
Its rooms are designed to offer the wow factor but with a relaxed ‘home from home’ feeling. The business is constantly looking at new ways to innovate from adding fridges in some of the rooms to offering beer and prosecco and sweet treats as complimentary extras.
The judges were impressed with the company focus on developing the rooms business with the employed a new rooms and events revenue manager who is responsible for driving direct bookings and revenues. This has been a success and has already seen a reduction in reliance on online travel agents.
Pets is an important focus for the business with pet-friendly rooms with treats, towels and bowls proving successful. The company has also partnered with more specialist booking engines such as Pets Pajamas and Epicurean to appeal to residents with dogs.
The judges felt that Liberation Group had a warmth and passion for the business, which shone through.