Malmaison & Hotel du Vin
Transforming Meeting & Event Sales Processes
Headquarters
London, England
Type
Hotel Group
Number of Hotels
35Â
Region
United Kingdon
Company Size
+2,500 employees
UpMail Users
+70 user accounts
About Malmaison & Hotel du Vin
Malmaison and Hotel du Vin are two of the UK’s premier boutique and lifestyle hotel brands, known for their stylish, eclectic charm and dedication to doing the simple things brilliantly. Across their 35 boutique properties, guests can enjoy luxurious accommodations, vibrant bars and bistros, and distinctive venues perfect for meetings and events.
The Challenge
The Meetings and Events (M&E) segment plays a crucial role in driving revenue and profit for both brands. To maximize its potential, a dedicated team was tasked with reviewing the sales process for handling M&E enquiries and identifying areas for improvement.
Key aspects of the review included:
- The quality and content of each proposal
- Workflow efficiencies at both individual and team levels
- Customer response times
- Conversion rates
The Solution
UpMail was selected as the ideal solution for Malmaison & Hotel du Vin due to its flexibility, robust measurement capabilities, and user-friendly interface. Additionally, the team expressed a positive outlook on adopting UpMail, recognizing its potential to streamline processes and improve communication.
UpMail provided a fully integrated solution with Outlook, enabling each sales team member to respond to new leads directly from their email accounts. Each proposal was highly customizable and on-brand, designed to deliver the most relevant content based on the prospect’s needs and interests—leading to higher conversion rates. The platform also facilitated clear brand differentiation between the two brands, utilizing distinct colors, logos, and images in their templates.
Moreover, UpMail delivered valuable insights by informing salespeople when prospects opened their emails and which content they engaged with, such as virtual tours, room categories, or F&B offerings. This information proved instrumental in guiding the team to determine the next best steps in the sales process.
Following several consultative sessions, a clear onboarding strategy, and a comprehensive training schedule, UpMail was successfully rolled out to the Malmaison and Hotel du Vin M&E team for use in all corporate, social, and wedding enquiries.
The Result
The impact of UpMail on the business has been evident, as the Sales team has fully embraced the platform due to its user-friendly interface and ability to personalize each proposal. Group and M&E revenues have seen continued growth across the estate, particularly in social events.
Key outcomes include:
- A 100% adoption rate within the team
- Standardization of the enquiry handling process
- Consistent brand delivery at every customer touchpoint
- Shortened customer response times
“The look and feel of our proposals have been modernised and transformed by UpMail.”
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Drive sales consistency with UpMail's flexible and easy-to-use hotel sales solution.