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| Salon Consulting is a UK based LLP which works on strategic hospitality-related projects for investors, funders, government, regulators, entrepreneurs, operators and developers. Salon works across three global sectors: Hotels & Resorts, Tourism & Leisure and Foodservice | |
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Sol Melia
Sol Meliá manages the 20,000 bed Istraturist Resort in Umag, Croatia (located in the northern tip of The lstra Peninsula on the border with Slovenia). After some eight year of operations, the company wished to reposition the resort, extend its seasonality and develop new facilities that would help it attract new market segments- identifying the investment requirements, timeline and development strategy that would help it achieve its goals. Salon partners were engaged to develop the asset management plan that addressed these long term objectives. The plan covered all major asset classes located in the resort (hotel, apartment and bungalow complexes, marinas, sports & leisure facilities and supporting amenities.
Bracknell Forest Borough Council
This UK local authority had a potentially attractive community sports centre within a schools campus context, but it was felt that the foodservice offer was a weak link. Salon was commissioned to carry out qualitative research among users and local opinion formers in order to inform a development strategy for the site. We looked at local benchmarks, met with all key stakeholders and proposed a cost-effective pragmatic solution, together with sketch design, costings and an implementation timeline.
British Waterways
British Waterways is responsible for a significant proportion of the UK’s inland waterways, notably canals and rivers. BW is keen to exploit the commercial utility of this estate and Salon worked with the client to explore the potential to attract visitors in a variety of projects. Salon’s work included early strategic work on what became Waterside Pub Partnerships, a conceptual waterside hub-inn & outpost, various site feasibility studies, revitalisation strategies for national visitor attractions including Standedge Tunnel and Anderton Boat Lift and various related change management and communications projects.
Capricorn Ventures
This leading Uk venture capitalist was interested in exploring acquisitions opportunities within the food service/ A3 segment . Salon on advised on strategy and appraised a number of target brands, using mystery shoppers and exit polls to examine reputation, customer service, brand equity and longevity issues. Cocoon
A highly innovative pampering/ healthcare proposition has been developed using Alexander Technique principal. The promoters believed there were significant sales opportunities in the global luxury hotel and spa markets. Salon was commissioned to validate this hypothesis and develop a market entry strategy. we created a data-base, proposed marketing channels and promotional tactics, made introductions for early pilot sales and generally advised on product, pricing and posotioning tactics.
Jeronimo Martins
A major retailer and distributor in Portugal and Poland, Jeronimo Martins was seeking strategic growth through the food-service channels. Salon prepared a strategic framework for entering the foodservice markets, identifying suitable operators for the clients to partner with. Salon initiated negotiations with selected leading franchisors through to successful conclusions and was retained advising on implementation and operational aspects.
Land Securities
As part of its billion euro commercial property portfolio, Land Securities owns a prestigious award-wining mixed-use mall in central Scotland. Land Securities recognised the opportunity for enhancing levels of shopper amenity and enjoyment through the foodservice and leisure components in the mix. Salon was appointed to review these activities -which included a Multiplex cinema, several food courts and an ice-rink-and validate the development opportunity. We proposed a radical masterplan for segmenting and repositioning the food and leisure mix, which gave the mall wide market appeal and a genuinely sustainable point-of- difference. We also presented a road-map indicating best-practice for implementing the growth plan over several phases to ensure the organisation owned and delivered the strategy.
Portugal Tourist Office
Portugal has a rich tourist heritage but in an increasingly competitive market. this government department wanted to understand perceptions and attitudes towardes the portuguese tourist product as well as conditions and trends in key source markets. salon lead a wide team regularly reporting back from a number of European source markets-- it self logistically challenging- and making recommendations for evolving the propositions.
Punch Taverns
This market leading pub operator was going through a period of intensive change. working with a major London graphic design agency, Salon was engaged to assist with the launch of a new Retailer Agreement. We researched the needs and attitudes of a cross-section of retaillers (tenants), area managers, prospective retailers and other stakeholders.we appraised competitive tenancy offers and advised on the structure and content of the new Asreement. we were retained to assist with the implementation aspects and the subsequent technical and team training.
QUIESS
A highly innovative pampering/ healthcare proposition developed using Alexander Technique principles. The promoters believed there were significant sales opportunities in the global luxury hotel and spa markets. Salon was commissioned to validate this hypothesis and develop a market entry strategy. We created a data-base, proposed marketing channels and promotional tactics, made introductions for early pilot sales and generally advised on product, pricing and positioning tactics.
Potugal Tourist Office
Portugal has a rich tourist heritage, but in an increasingly competitive market. This government department wanted to understand perceptions and attitudes towards the Portuguese tourist product as well as conditions and trends in key source markets. Salon lead a large team regularly reporting back from a number of European source markets and making recommendations for evolving the propositions.
Banimmo
Banimmo is a Belgium based real estate investment fund that focuses on repositioning undervalued/under-utilised buildings. As part of its activities is has repositioned assets into conference hotels in France and Belgium. These properties are operated by Dolce Hotels & Resorts.
Salon has assisted Banimmo with its expansion and investment activities, identifying and analysing several development opportunities across Europe. We have analysed the financial viability of facility expansions in the existing assets and we have undertaken in-depth market and site-specific market analysis to determine the suitability of these for development of conference centre hotels.
Arthur D. Little
Arthur D. Little (ADL) is one of the world’s leading global strategy, innovation and technology firms. Salon Consulting has established a strategic alliance with ADL, acting as their real estate, hotel and tourism industry experts in projects in the Middle East and elsewhere. The partnership has worked together on assignments for hotel chains, resort developers and real estate investment firms.
Excelsior Vittoria
Salon was commissioned to provide supplementary advice to a long-standing client.
The client’s family has for many years owned one of the most prestigious luxury hotels in Southern Italy. A highly seasonal destination, and with customers requiring ever improved facilities at luxury hotels, the client wants to ensure that improvements / proposed extensions to the existing hotel provide the optimum mix of facilities and that the service standards represent the very best in the region. Accordingly, he commissioned the Salon team to:
 research whether a destination spa would enable him to a) increase high- season selling prices, b) extend the season and c) create off-season ‘pampering short-break’ demand;
provide a detailed market and financial feasibility study for a new spa facility as well as financial illustrations showing the effect that the new spa would have on hotel volumes and thus, profitability;
consider and make recommendations, from a master-planning perspective, on the facility mix within the whole estate; and review service quality standards and recommend where and how improvements could be delivered.
As a result of the Salon team’s work, the client has now:
commissioned the design and development of a spa facility;
agreed the facility mix to be created within the refurbished villa;
implemented a new organisation structure. This makes people more accountable, provides improved communication lines and implements a more comprehensive training regime, all of which should result in sustained improvement to service levels.
QATARI
Arthur D little, the management consultancy group won an assignment to help a major sovereign wealth fund in the Gulf to grow through its formation phase and transform itself into a global leader in the real estate investment market. Salon were sub-contracted for their expertise within the hospitality industry, a sector that was to take up 80% or more of the fund’s investment and development programme.
One partner, supported by other partners on an ad-hoc basis, was to work with ADL and the client’s executive officers for over a year, providing industry knowledge and expertise to guide decisions on:
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Company vision
- Company transformation
- Company and organisation structure
- Strategy formulation
- Market positioning and branding
- Best practise in the hospitality development industry
- The development chain
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- Value chain process
- Human resource development andorganisation
- Industry segmentation
- Risk management
- Project tracking
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The fund was set up in 2006 as a real estate investment vehicle, originally with a few staff and little work. Over the years this has grown to a company capitalised at over US$1.0billion with 20 on-going projects, each with a value of several hundred million dollars. With over 220 staff it was thought the old company structure could not cope and it was essential the company re-invent itself in order to become a major player in its field. ADL and Salon helped the company through this process and is still in touch with its chief officers, providing ad hoc advice and commentary when sought. We meet on visits to the Middle East and enjoy good relations with a dynamic and truly global leader in real estate development and investment.Bom Sucesso (Acordo/Tiara)
On behalf of the promoter (Acordo) and the potential hotel operator, we undertook a detailed market and feasibility study for a 5-star hotel and villas development in Bom Sucesso, north of Lisbon, Portugal. The project is Europe’s first design resort whose signature concept is the development of homes designed by a multitude of internationally acclaimed Portuguese architects such as Alvaro Siza Vieira – all working together within a predefined set of parameters to offer a unique resort experience. In addition to the market and financial analysis our work included a detailed exercise in concept definition in order to ensure that all elements of the lodging and villas worked together to achieve the greatest operational and market efficiencies.
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