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Cairn Hotel Group has announced two promotions within its commercial leadership team as part of a companywide drive to accelerate growth and innovation.
Sarah Powell-Abrams joins the commercial leadership team as director of marketing following four years as head of marketing at the group.
Powell-Abrams’ appointment to director of marketing follows a series of high-impact achievements that have redefined the group’s marketing activity. Under her leadership, direct web revenue has grown by 19.4%, gift voucher revenue has increased by over 54% and website conversions have risen by more than 13%.
She has spearheaded some of the group’s most brand-defining projects to date, including the rebrand of Elmbank Hotel to the Tapestry Collection by Hilton and the relaunch of The Harrogate Spa at Doubletree by Hilton Majestic Hotel and Spa.
Furthermore, Clare Hughes has stepped into the role of director of sales following a successful six-year tenure at the group. Hughes first joined the business in 2019 as director of sales and marketing for Holiday Inn Birmingham, before progressing to head of sales.
She has led the diversification of the group’s meetings and events offering, resulting in a 12% year-on-year uplift in conversion, and has driven innovation across F&B with new menu strategies across the portfolio.
Hughes has also played a central role in leading sales and conversion strategies across the group, growing the meetings and events pipeline year-on-year.
The appointments strengthen a newly established commercial leadership team, led by commercial director, Tina O’Hara.
O’Hara said: “These promotions mark an important step in our journey towards becoming a more structured, forward-thinking hospitality business. Sarah and Clare have both played pivotal roles in accelerating commercial success throughout their time at the group, and we’re delighted to see them move into roles that will allow them to deliver even greater impact as we continue to evolve our brand and unlock new growth opportunities across our portfolio.
“With Gregory also bringing valuable expertise in revenue strategy, we now have a well-rounded commercial leadership team that’s strongly positioned to drive performance and support our ambitious growth targets.”
