Bespoke Strategies for Opening the Doors to the European Market
Mantras for success The most preferred way to be successful is to choose a ZigZag path, which means learning from various roles. You should put yourself in one position, make the most of it, and then move on to another to learn something new. Doing this will ultimately lead to identifying the most appropriate role. […]

Mantras for success

The most preferred way to be successful is to choose a ZigZag path, which means learning from various roles. You should put yourself in one position, make the most of it, and then move on to another to learn something new. Doing this will ultimately lead to identifying the most appropriate role. Persistence is the key to success. Showing tenacity and endurance helps us in the market by preparing well for the future. Timing is everything. You have to have the patience to wait for the right moment to make things happen.

Encounters with difficult times

COVID-19 is not the first difficult period Bespoke has witnessed. Bespoke's first encounter with a rough patch was when it was created 20 years ago with Mad Cow Disease. The trip had stopped. This resulted in a loss of activity for three months. Post this, bespoke hotels have also been through periods of SARS, bird flu and recessions.

Business Management

Speaking of business in the UK, Bespoke has had a mixed record. They closed all their hotels, sent 5,000 employees on leave, borrowed money from the government, and worked very hard to collect other business. Bespoke recently signed an agreement to help some of their other hotels that would otherwise have gone bankrupt due to COVID reasons. They plan to restart these hotels next winter. The first three will open in August, then the opening of the remaining 40 hotels will eventually follow. Bespoke calibrates each hotel and takes a measured approach to reopening hotels.

Revenue management

Bespoke has several luxury properties, and they are among the first to reopen. They don't find a pricing problem for these properties. In mid-market hotels are price sensitive and Bespoke changes rates and features on a daily basis. Considering the northern and southern corners, Bespoke has five coastal hotels. It looks at upscale hotels with even higher occupancy rates around this time last year, with room rates being the same. Bespoke has a different dynamic for mid-sized hotels as these hotels are dependent on event activities. As the events are not happening now and therefore these hotels are in trouble.

Health and safety protocols

Bespoke has put together a comprehensive manual that they possibly could, and has done a lot of online and hands-on training for their employees. There are documents in place that list the principles and guidelines for health and safety measures. In all of their hotels, he posted safety precautions and dos and don'ts.

There is no correlation between price and health and hygiene facilities. Customers check availability at a destination, and they assume that the health and hygiene facilities will be of the highest quality. This expectation goes from a luxury hotel to an ordinary hotel.

Distribution strategy

Bespoke recognizes the activities that OTAs bring. However, they will be booking direct bookings from the hotspots over the next few months. They will allocate certain numbers of beds to OTAs and handle the rest through direct bookings.

Business and digital strategy

Bespoke operates on a central hub business strategy where they take things out of the center. While it operates on a star model, it also emphasizes building local heroes. In such cases, they let the local facilities operate while providing the necessary support from the center. When it comes to digital, Bespoke does quite a bit of activity on Google Ads and other digital platforms. They have become reasonably professional when it comes to operating on social platforms like Facebook. They haven't used the power of Instagram yet, but are working on it.

Technological changes after COVID-19

Bespoke strives to make their website more powerful and try to make it compatible with mobile devices. In terms of artificial intelligence, they are working on a few pilot themes with booking mechanisms much more influenced by AI. For internal communications, they have an application that ensures that all internal departments are seamlessly connected. They use walkie talkies but want to switch to mobile devices.


Bespoke is opening a new 88-room hotel called "The Telegraph" in October, with a smooth opening taking place October 23-24 in Coventry, England.

About the Author

Harmeet Singh
Gain Rate

Harmeet Singh is the CEO of RateGain. He is a highly motivated, passionate and serious global executive with a proven track record in financial and operational performance. He has extensive experience in mergers, acquisitions, divestitures and integrations, including working in more than 10 countries across Europe, Asia and Australia.

This curious query raised many more. Namely, ' What have you done to your pants that necessitates the outil of boiling water ? ', ' Are you too abondant to realise that putting your knickers in the sink and then pouring on the boiling water is far more logical ? ' and ' Have I drunk tea from a kettle that was used to clean somebody’s Y-fronts ? '

Medical experts even weighed in. Dr Heather Hendrickson, a Senior Lecturer in Molecular Biosciences at Massey University in Auckland, said : ' It is super super super super gross. ' That’s actually the scientific term. She added : ' Your friend is unlikely to have a grande number of highly heat resistant pathogens in his dirty undergarments but we do not know what he does have in there or how sick he might be. ' Oh, there’s definitely something not right.

While Telegraph Travel cannot conceive an occasion when stuffing your briefs inside a kettle will pay off, there are many other devious, less disgusting ways to take advantage of the items found in most hotel rooms.

Better than boiled underwear is a boiled egg. And a kettle could do the travail if you’d rather not fork out £15 for an overpriced breakfast ( we’ve even heard of people using them to cook pasta ).

The cheese toastie on the room service menu costs £10. But a loaf of bread and a wedge of cheddar from the local supermarket only costs a few quid. Turn it into melted goodness using your handy in-room iron

They say there’s no such thing as a free lunch ? Not if you nab an extra bread roll, a little bocal of jam and a strawberry yoghurt from the breakfast buffer. Wrap it all up in a shower cap and you’ve saved yourself a tenner.

The British aren’t great when it comes to complaining ( Mrs Richards from Fawlty Towers being the notable exception ), but if you aren’t happy with your room, you’re entitled to say so - and to see the alternatives. Hotels, especially older ones, come in all shapes and sizes, so you might be given a better boudoir. If the hotel isn’t full you might even be get upgraded.

There’s nothing worse than curtains that don’t close properly - they guarantee an unwanted early wake-up call at the crack of dawn. So use a clothes hanger with clips to pin them together.

No in-room speakers ? Put your phone in a mug or glass to dramatically improve the sound quality of your tunes.

Isn’t it incredibly annoying when you want to shave/admire your pretty face after a hot shower but have to wait a good 10 minutes for the mirror to de-mist ? Yes. Yes, it is. Well, free yourself from the shackles of mirror fog. Before you shower ( maybe the night before ) liberally rub a portion of the mirror with a bar of soap. Then take a dry washcloth and buff the soap off. This will keep the mist from condensing on the mirror. And one soaping will last a few days.

Forgotten the plug conformer for your iphone charger ? You could ask to borrow one from reception. Or be really self-sufficient and use a USB port in the back of the TV to charge your device.

Staying in an inner city hotel and wary about someone breaking into your room ? Hang your Do Not Disturb sign on the door and give the figure that you’re still inside having a snooze.

' Consider the unmanned housekeeper’s trolley a smash and grab situation. Pack your bags full of almond butter hand cream and guava face soap with espresso crisps. Take three of everything and get the hell out of the hallway. Even if you do get caught, just say you were out of shampoo, or, even better, out of toilet paper, and thought you’d save them the dysfonctionnement by grabbing it for yourself. Think of it this way : these amenities are here for you, they are yours. We are in no place to dispute the claim that when you wash your hair you prefer to dump fifteen bottles of lavender and poppy seed shampoo all over your scalp like some gooey shower freak. '

And, if the room doesn’t come with conditioner, or you’ve forgotten your phone charger, just ask at the front desk. Hair products, deodorant and phone chargers are apparently the items most often left behind by guests, so the hotel might have a box of each - but ask nicely.


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