Hotels join forces to target US tourist trade

From left to right: Sue Beverley International Trade Adviser UKTI North East; Katie Scott marketing manager Rockliffe Hall Hotel; Wendy Benson Director of Sales and Marketing Seaham Hall Hotel; Nola Collinson Director of Sales Lumley Castle Hotel.
From left to right: Sue Beverley International Trade Adviser UKTI North East; Katie Scott marketing manager Rockliffe Hall Hotel; Wendy Benson Director of Sales and Marketing Seaham Hall Hotel; Nola Collinson Director of Sales Lumley Castle Hotel.

A Northumbrian hotel has joined forces with three of its peers elsewhere in the North East to target the US tourist market.

Matfen Hall Hotel has teamed up with Seaham Hall, Rockliffe Hall and Lumley Castle, all in County Durham, and tourism experts at UK Trade and Investment (UKTI) to highlight to American travellers the range of luxury destinations available in the region.

UKTI International Trade Adviser Sue Beverley said: “UKTI carried out a piece of research to identify the top 10 markets for prestigious UK hotels and suggested to the four hotels that they get together to discuss a joint marketing approach – to make the appeal stronger and benefit from pooling marketing resources.

“We also put them in touch with UKTI in New York, who skyped with them and provided a list of agencies and operators for them to contact.

“As a result, the group has now formed into a brand and is engaging with other operators in the North East, such as visitor attractions, to do some tactical campaign marketing into the US.”

Wendy Benson, Sales Director at Seaham Hall, said: “By working together, prestigious hotels can help visitors from the US see the North East as a whole as a target destination, as they do with the Lake District and the Cotswolds, for example.

“UKTI’s support meant that we could find out more accurately which markets to target and which parts of our offer were most attractive to US visitors.”