Boutique hotel booking service Mr & Mrs Smith achieved a record first quarter, with an impressive 28% growth in revenue compared to the same period last year, reflecting the ongoing expansion of the boutique hotel travel sector.
March was the biggest ever month of sales since Mr & Mrs Smith began taking bookings for boutique hotels in 2005. Global bookings increased by 24% compared to the same period last year, with nearly £4.5m worth of room-nights booked through Mr & Mrs Smith online and by phone.
Popularity of boutique hotels + booking service
Smith CEO James Lohan has attributed this success to a winning combination of the uniqueness and efficacy of the company’s 24/7 hybrid booking service and the ongoing popularity of boutique rather than chain hotels around the world.
Demand for independent hotels offering bespoke, high-quality experiences has grown dramatically over the last decade – even global chains are now working with renowned designers to bring their own boutique brands to the market.
James Lohan comments:
“When we started Mr & Mrs Smith in 2003, we looked very hard and could find only 41 boutique hotels in the whole of the UK that made the cut. Now, that collection has grown to nearly 150, clearly demonstrating just how much the sector has transformed over the last 11 years.
“With so many suppliers trying to jump on the boutique bandwagon, customers are looking for reliably unique hotel experiences – which Mr & Mrs Smith has always tried to provide. We still visit every hotel that we invite to join us to ensure that our customers have best choice of high-quality boutique hotels – from the tiniest restaurant with rooms in Wales, to the blow-out beach retreat in the Riviera Maya – and can book them easily, 24 hours a day.”
Online booking service
Online bookings are driven through mrandmrssmith.com, an innovative and inspirational website showcasing the curated hotel collection, backed up by a proprietary inventory management system which pulls through live hotel-room availability to enable real-time bookings. Offline bookings are managed by an in-house team of 30 experienced consultants in London, New York and Melbourne, providing expert 24-hour phone inspiration and support.
The company’s significant sales growth in the first quarter of the year can also be attributed to increased marketing focuses on honeymoons and long-haul holidays and a new site dedicated to child-friendly travel: smithandfamily.co.uk.
Case study
Dormy House, (pictured above) an independently-owned converted 17th-century farmhouse in the Cotswolds, credits Mr & Mrs Smith as playing a significant part in the hotel’s success. Chris Ward, Commercial Director, Dormy House said:
“Since re-opening Dormy House in the middle of 2013, Mr & Mrs Smith has been our most valued partner. They have played a big part in putting the newly refurbished hotel firmly on the map for anyone looking for a stylish and relaxed break in the Cotswolds. They are so easy to work with and continue to deliver fantastic results for us. It is no wonder they have such a great reputation among hoteliers.”