Park Avenue hotel targets increased turnover from external markets

Belfast’s Park Avenue Hotel is targeting increased business from the Great Britain and Republic of Ireland markets thanks to support from Invest Northern Ireland.

Following a £5 million infrastructure upgrade, the hotel is rolling out a marketing and IT investment strategy, totalling almost £170,000, backed by Invest NI and the European Regional Development Fund.

The investment will enable the hotel to revamp its computer systems and implement a major marketing campaign targeting previous and first time visitors to Northern Ireland from across the Republic of Ireland and the UK.

The marketing campaign will position the Park Avenue as a high quality, independently-owned accommodation option in Belfast, following its recent success in achieving four-star status. Parallel to this, improvements to the hotel’s IT systems will deliver more streamlined operations and efficiency savings.

Kevin McCann, Invest NI’s Director of Transport, Construction and Tourism, says: “The Park Avenue Hotel has a long tradition of warm and friendly customer service and recently invested heavily to successfully upgrade its star rating. The owners are now seeking to gain the maximum return from their investment by targeting external markets and promoting the newly improved accommodation available at their hotel.

“By focusing its efforts on the high value boutique hotel segment, the Park Avenue is well placed to overcome the challenges of the global economic downturn and improve both turnover and room occupancy rates.”

The hotel currently generates over 80 per cent of its revenue from outside Northern Ireland. Mandy Martin, Director and General Manager of the Park Avenue Hotel, hopes to build on this further: “We have invested extensively in improving both the physical appearance of the hotel and the standard of service expected by premium customers.

“However, it is essential that we communicate these improvements to our key target markets. This investment, backed by Invest NI, will enable us to carry out significant branding, market research, advertising and PR that will enhance the image of the hotel around the UK and Republic of Ireland, and internationally. Alongside this our improved website makes booking online even easier.”

Ms Martin adds: “We are one of Belfast’s premier accommodation choices and hope to see the positive effect on our bottom line soon as visitor numbers increase.”