Case Study: Delta Milton Keynes
Background
The Delta Milton Keynes was historically part of a larger hotel group that viewed the property as a secondary asset. As a result, the hotel received limited investment and gradually fell into disrepair.
Challenges on Takeover
When BGAM assumed management of the property, the hotel was facing multiple operational and strategic issues following its de-badging and transition to an independent status. Key challenges included:
- A lack of GDS codes and brand recognition, severely impacting bookings.
- The property’s condition had deteriorated, requiring immediate refurbishment.
- Revenue and sales positioning had eroded after losing brand affiliation.
- Multiple layers of bureaucracy, a legacy of being a minor asset within a large portfolio.
BGAM’s Strategic Actions
BGAM implemented a comprehensive plan focusing on the following areas:
- Refurbishment: A major renovation was carried out, starting with the lobby, bar, and restaurant to modernize guest-facing spaces.
- F&B Innovation: A new food and beverage concept was introduced, improving kitchen efficiency, increasing spend per occupied room (SPOR), and driving higher profit margins.
- Commercial Strategy: BGAM leveraged its experienced Sales and Revenue teams to reposition the hotel and maximize revenue potential.
- Franchise Partnership: The team identified and secured the most suitable franchise partner to strengthen the property’s market presence.
Results
The property became the first Delta by Marriott hotel in the UK, a milestone achieved through BGAM’s swift and coordinated refurbishment and IT execution. The newly introduced F&B concept proved highly successful, and the team has since completed a full guestroom refurbishment.
These initiatives have delivered:
- A significant reduction in operating costs.
- Streamlined operations and improved efficiency.
- A stronger, more competitive asset with enhanced performance and profitability.