The group said the new identity focuses on its “planned investment in people, both its own Folk members and its guests”.
Independently owned, the hotels include the 15th Century Swan at Lavenham Hotel and Spa; The Brudenell and White Lion in Aldeburgh; The Crown at Woodbridge; Crown and Castle in Orford; Thorpeness Golf Club and Hotel and the Thorpeness Country Club.
Some £500,000 has also been invested in IT and new marketing systems including redesigned websites for the group and each individual hotel. A new EPOS booking system has been introduced across all properties including a move to ResDiary to centralise room and restaurant reservations, plus central food and liquor procurement.
The new ‘Folklore’ team training system with rewards and recognition for the Hotel Folk will be fully integrated by Easter. This will allow the Folk to spend more time in front of hotel guests enhancing their experience with new and greater values. Improvements and upgrades to the various properties are also ongoing.
Jenny Hill, COO at The Hotel Folk, said: “The hospitality industry is all about people. Our aim is to ensure we have the very best teams across all sectors of the industry from bed makers to baristas and chefs to sommeliers, each carefully trained to be an expert in their own sphere. We believe our guests’ experience should exceed expectations every time they visit one of our hotels.”