HRS Hotel Excellence Awards
Excellence in Innovation
nitenite cityhotels, Birmingham
In his address, British Hospitality Association CEO Bob Cotton, issued a rallying call for the larger hotel chains to learn from their independent counterparts.
“I am pleased to see the strength of good ideas from smaller businesses,” he said, adding: “Those who have to live by their wits. Maybe we need to encourage the corporates to come up with those good ideas.”
Presenting the awards HRS commercial director UK, Grant Appleton, said: “The judges had to make some really tough decisions. Each winner deserves its place on the podium, knowing they’ve beaten a really competitive set.”
The blue riband award carried off by nitenite for Excellence in Innovation was earned against a brace of strong competition in the UK’s second city of Birmingham.
Ironically, nitenite was the first hotel group ABTN talked to at the awards hundreds of feet over London’s skyline and marketing manager Kat Bailey explained afterwards the key to success.
“We are completely different,” she said simply. “We are providing luxury for less with a four star micro-boutique hotel on a miniature scale.”
Open for just 20 months, the 104-room hotel is up against stiff Birmingham city centre rivals, but nonetheless has ambitious plans to expand in London, Bristol, Liverpool, Leeds, Manchester and further afield in Berlin.
“We find great locations and adapt our product to them,” said Bailey.