Technology boosts Christmas bookings for TCG


Henry's Christmas PiccadillyManaged pub and bar group TCG has already achieved a major uplift in festive bookings for Christmas 2013 compared to the same point last year.

The company has introduced a new party planning tool at sites with high levels of functions trade such as the Henry’s Café Bars in London. It helps to convert enquiries, particularly from corporate customers, into firm bookings.

It is also rolling out its online reservation system through online booking and customer marketing specialist LiveRes across the entire estate after a trial that boosted bookings by an average of 20 per cent per site.

TCG chief operating officer Nigel Wright said: “We’re delighted with this level of pre-bookings with four months still to go before the start of the festive season.

“Many businesses want to have their Christmas entertainment plans for staff and clients in place in good time, and our investment in IT solutions that make it easier for the customer to book their festive event with us has been money well spent.”

He added: “We have also created a very strong festive offer for our customers, whether they want a sit-down meal or a buffet option. Added to which, we have continued to recruit and develop a team of talented sales managers for our key sites, who are making a huge difference to our ability to seek out corporate function customers and convert a higher proportion of enquiries into firm reservations.”

Kate Coppinger, sales and events manager for Henry’s Café Bar in Covent Garden, London, said: “The new party planning tool is a godsend for a busy site like Henry’s. It automates the routine parts of managing function bookings, which frees me up to do more ‘value added’ work with our customers to make sure their party at Henry’s is the best they’ve ever had. And that brings in repeat business and referrals, so it’s a good investment of my time.”

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