Hotel La Tour, a new £24m concept hotel scheduled to open in Birmingham in February 2012, is giving away the keys to its executive business floor for organisers signing up for events. The move is part of a loyalty scheme designed to build marketing momentum pre-opening.
The hotel’s offer will give conference and event organisers and trainers unlimited access to Auden Rooms meetings space.
Executive Club membership will, post-opening, be exclusive to organisers of events at the city centre hotel.
MD Jane Schofield was part of the ex-Hayley conferences team that sold out to Permira in a £358m deal in 2007. She told CN that meetings space is “central to the 174-room four-star hotel.
“Birmingham is ready for something new. We believe this is an excellent time to launch Hotel La Tour. Times continue to be tough but the right standards and pricing will attract the business which is out there”.
The new hotel will have nine meeting and conference rooms accommodating 120 guests, plus a business concierge team and breakout areas.
Membership of the scheme will give access to all future Hotel La Tour developments. The company plans to open five venues in the next five years.
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