W&F October 2017

www.wealthandfinance-news.com 38 Wealth & Finance International - October 2017 A wonderful sign, the elegant Palladian mansion that is Lucknam Park sits within a private 500-acre estate, and has unrivalled facilities including a world class spa, an equestrian centre, wellbeing house, cookery school, children’s playhouse and two restaurants, the Michelin starred Restaurant Hywel Jones and a contemporary Brasserie. Essentially, Claire’s role of Managing Director encompasses all strategic and financial decision making and full operational responsibility for the hotel. The core business comes from the UK, with a mix of corporate and leisure, the latter being predominant and often choosing Lucknam for special occasions. Claire explains what techniques she implements in order to ensure staff provide guests with the best possible customer service, “In an effort to stay at the very top of our game, I encourage my senior team to look at best practice both within and outside our industry to ensure every aspect of our business is as good and consistent as it can possibly be. I focus on sustainable competitive advantage, routinely looking at maximizing our strengths and minimizing any weaknesses, continually looking at niche markets which we could embrace. “Fundamentally, I believe I have managed change and enhanced our facilities without losing the core beauty and history of the property. In the first six months of this year, I launched the Hideaway (children’s playhouse) with both fabulously traditional activities as well as high tech interactive games, Keepers Cottage which is a self-catering cottage with full range of services too, giving the ultimate in flexibility, the relaunch of our Michelin starred restaurant and the rebranding of our spa to Espa with all the required structural and operational changes to be one of just three branded Espa spas in the UK.” Providing memorable experiences to all guests and visitors, Claire cannot speak highly enough of the exceptional staff she employs. She alludes to the stringent recruitment structure utilised by the establishment, something which contributes greatly to Claire’s and the venue’s achievements. “Lucknam Park is a fabulous property which is beautifully maintained. However, the heart of our business are its people. We have over 150 staff for 42 rooms, delivering truly personal service. The quality of our recruitment is a vital foundation, getting the right people in the first place, not easy in our location. It does not matter how passionate I am or how much drive I have, it is down to everyone buying in to it. It is vital to employ people with the right attitude, many of the skills required are trainable, attitude is far more difficult to train. Our culture focusses on a willingness to want to do it – not because you have to but because you want to. “Pride of Performance encompasses everything that we are about. This message starts at interview stage and then at induction, our company and personal values are reiterated. Our clearly defined standards and planned training is paramount, and we review both internally and via our guest feedback. There is constant encouragement to develop staff to meet their own and the aspirations of the property. It creates loyalty and they feel valued which also drives engagement.” Financially, Lucknam Park has done well over the past year. Claire talks about developing each department, ensuring they work to their strengths, mentioning specifically how she has empowered her departmental managers and implemented a structured approach to all things business. “Proudly, we have enjoyed strong performance over the last year with 14.3% growth in revenue and a 36.0% growth in profit year on year. I have further empowered my departmental managers in respect of control of both expenditure and sales, with a more focused and structured approach to revenue, identifying opportunities for growth and pursuing them through to execution.” In her concluding comments, Claire discusses what the major challenges will be for the venue going forwards. She mentions recruitment, before commenting on her plans the future, and how desperate she is to continue the success of Lucknam Park. The Hotel may be similar in many ways to other hotels, but its team spirit is certainly unique. “Recruitment will continue to be one of our major challenges. Our industry continues to face changes with the power of the OTA’s, combined with more competition and a potentially slowing economy and I need to ensure we are as well prepared as possible for that scenario. “Regarding my plans for the future, I am always looking to the future and am reviewing a number of possible projects to improve and expand the facilities for guests. However, we need to continue to maintain superior value and competitive advantage through our very valuable asset, our people. It is easy to replicate our facilities but very difficult to emulate the spirit of our team.” Lucknam Park is a multi-award winning 42-bedroom country house hotel, with 5AA red stars and 5-star Gold award with Visit England and is considered to be one of the best hotels in England. We invited Claire Randall to tell us more about the venue, and discuss being featured in 2017 Business Elite Award and MD of the Year. Refining Luxury 1709WF04 Company: Lucknam Park Contact: Claire Randall Address: Colerne, Chippenham, Wiltshire, SN14 8AZ, UK Website: www.lucknampark.co.uk