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Almarose Hotels & Resorts launch a new market leading Meeting & Events proposition


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Driven by over 18 months of research and development, the new, innovative delegate offering has launched throughout the Almarose hotel portfolio. A concept set to 'challenge the norm’ and move away from the negative perception that's associated with hotel conferencing.


Contemporary “grazing” food based on high street trends rather than tradition is at the heart of a package of measures that Almarose Hotels & Resorts intends will shake up what they regard as out of touch for the MICE market.


This new proposition has been brought together by key members of the senior leadership team Philip Gardner (Commercial Director) and Steven Bench (Divisional Director), at Almarose Hotel & Resorts with the aim to lead the way within the MICE industry, stand out from the crowd and position themselves as the number one meetings & events brand in the UK.


As part of the Aprirose Group, Almarose have a wealth of experience and knowledge of the hotel and resort market, and are uniquely positioned to offer something genuinely different. The launch of this new delegate offering, is available across the entire portfolio which includes over 2,800 bedrooms, 220 meeting & conference rooms along with 18 spas and 7 golf resorts.


Breaking away from old fashioned and dated delegate packages, and Almarose wanted to define what great experience looks like for event professionals and event attendees. Now fully implemented across their 20 hotels around the UK, their ‘It’s all in the detail’ concept includes modern technology, innovative meeting room design and creative & contemporary food menus proven to boost and sustain energy and concentration.


Aimed at agents and direct corporate bookers, the proposition also means perks for event organisers such as a free hotel stay the night before their meeting*, a dedicated host there to assist from start to finish, a goodie bag for the organiser and the promise of agency commission claims paid promptly.


Commercial Director, Philip Gardner speaks on the launch of this offering,


“The vision with 'It’s all in the detail' is to stand out within the marketplace and showcase that, as a management company, we are making an impact and driving the MICE sector forward.


The extensive research involved, followed by the delivery of this new M & E proposition demonstrates the Almarose values; to challenge the norm, lead the way, empower our teams and create memorable experiences.”


Backed by in-depth customer research, the hotel management company have developed a range of balanced, healthy and tasty delegate menus that not only showcase the ‘best of British’ produce but that are statistically proven to improve delegate attention span, efficiency and creative thinking – meaning a further return on investment for companies hosting employee engagement events.


The new food concept is described as ‘high-street’ inspired, it includes salads, grains, seeds, pulses, fish, vegetable and vegan options served grazing style, proven to give guests increased energy and drive throughout the day. The dreaded after lunch ‘graveyard’ slot at the company conference where minds start to wander and focus is lost is now a thing of the past.


Executive Chef Julian Prosser explains the thought process on his menu, which is now served across all the Almarose managed properties,


Hotels are way behind the eating trends of the public. People don’t want heavy food these days, traditionally people are offered cottage pie or lasagne, the kind of lunches that make people feel tired and disengaged. This new concept is designed to give our conference visitors power, focus and heightened alertness for the whole day.


We worked with top nutritionist Theresa Milman and award-winning chef Paul Galer to develop the menus. Galer especially has written a number of books on heightened performance through food. The food ideas are teamed with lots of hydration pairings in the form of smoothies and juices to further boost performance of our guests"

This new proposition complements the company’s brand promise to empower their hotel teams to create memorable guest experiences.


To launch and establish this exciting new meeting & events offering across their hotels, Almarose will be hosting a series of industry surveys and discussions.


Specific hotels; Crewe Hall, Chesford Grange, DoubleTree by Hilton Oxford Belfry and The Queens, already have a large presence within the market for events, so this new proposition is expected to champion the brand further in terms of national presence.

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