Expanding Horizons: How Clermont Hotel Group is Driving Growth with HBX Group

We love supporting bold ambitions by helping hotels serve a global audience. That’s what HBX Group is known for. With a global reach of over 60,000 travel distributors in 135 markets and 7.8 billion daily searches on our B2B travel network, we connect properties to the right travellers at the right time.
 

HBX Group have been supporting leading London hotel operator, Clermont Hotel Group (CHG) with targeted, strategic distribution, helping them connect with high-value international markets. This case study looks at how we worked with CHG to expand their audience.

About Clermont Hotel Group

Clermont Hotel Group, one of London’s leading hotel owner-operators, encompasses four unique brands, offering a rich and diverse portfolio spanning 14 hotels with over 4,000 bedrooms and 100+ meeting and event spaces across the capital.
 

Their portfolio includes renowned brands such as The Clermont, Royal Horseguards Hotel, The Cumberland and Thistle Hotels, with all hotels delivering a unique experience, connecting guests to London’s culture and heritage.
 

CHG is more than a leading hotel operator, it offers guests tailored experiences, as well as experiential dining, premium event spaces, and high-quality accommodation. CHG evolves to meet the needs of the modern traveller with their portfolio, enabling the consistent delivery of exceptional moments across their brands, creating space for every guest.
 

Why this partnership?

CHG’s partnership with HBX Group was put in place to expand their reach and build on their strong market position as one of the leading hotel operators in London.
 

As an independent hotel chain with a dominant London footprint in some iconic landmark locations, the ability to connect with hotel guests around the world is an ongoing challenge. CHG’s Director of Global Account Management, Dan Miller explains: ‘The main objective of our strategic partnership with HBX Group is to expand our presence and showcase our leading London offering to a global audience.’
 

Choosing HBX Group

CHG’s decision to collaborate with HBX Group was a strategic move to simplify a growing distribution challenge. Over recent years, hotel distribution has become increasingly complicated, with the group working across multiple platforms, from online travel agencies to GDS, and with emerging technologies. This patchwork approach lacked efficiency and focus, as Dan Miller states:
 

‘The distribution landscape is becoming ever more complex and fragmented. What our strategic partnership with HBX Group does, is allowing us to streamline that distribution and be incredibly targeted in the type and profile of customers that we're looking to attract to our hotels.’
 

By leveraging HBX Group's B2B distribution strategy, CHG could target the exact customer profiles they wanted to reach, rather than casting a wide and inefficient net. This included global reach that CHG could not achieve on its own, as Miller explains: ‘Our third-party partnerships, of which HBX Group is an incredibly important one, really allow us to attract global customers through targeted distribution and sales and marketing strategies that would otherwise be out of reach.’
 

A partnership with HBX Group ensures hotels can grow without competing with their direct channels. We complement existing strategies rather than replace them. For CHG, our role went beyond technology and access – we also worked closely with the group to align with their business goals. Over 12 to 18 months, our two teams worked closely to ensure the B2B distribution strategy met CHG’s objectives.
 

Through our network, CHG was able to reap the following benefits:
 

• Reach untapped and fragmented markets.
   
• Attract guests who book in advance, stay longer, and spend more.
   
• Operate with confidence using our transparent pricing model, controlled distribution, and high-tech solutions that keep daily operations running smoothly.
   
• Eliminate hidden fees with clear commercial conditions.
   
• Remove the burden of collection risk.
   
• Save on marketing costs while expanding into new markets.
   
• Receive service and operational support at every step.
   

The outcomes: measurable, market-driven growth

The results of this partnership were immediate and measurable. Within just a few months of expanding our collaboration, CHG experienced:
 

• Higher international bookings, driven by access to HBX Group’s vast global distribution network.
   
• Streamlined distribution processes, reducing operational complexity and enabling the team to focus on strategic growth.
   
• Targeted customer acquisition, bringing in guests from new markets that matched CHG’s ideal profile.
   

Reflecting on the journey, Miller says: ‘We set out to evolve our partnership about 18 months ago and are now ready to start moving forward with our strategic direction. The support we've received from HBX Group has been really quite impressive! I've enjoyed working with them. It has been challenging, but we've reached a point where we've achieved the strategic objectives both parties set out to deliver.’
 

Why should you choose HBX Group?

Miller’s advice to other hotels is simple: be crystal clear on your objectives from the very beginning and make them the foundation of all discussions. If you know what you want to achieve, the target is not far! 

‘Once you've established what you want to achieve, there are multiple routes you can take. What I found with HBX Group on this journey is that they've been flexible in facilitating what we're looking to achieve from a partnership. And that has been probably the most important element of this whole process.’
 

At HBX Group, our mission is to simplify global hotel distribution while empowering hotel groups like CHG and yours to maximise revenue and stand out in the hospitality world.
 

With us, you gain instant access to a global market without the need to negotiate individual contracts with each distributor. Our booking engines are built for the right guests to find and book your property.
 

Moreover, you gain:
 

• Access to over 60,000 travel distributors worldwide.
   
• Visibility in 135+ markets, including long-haul and regional travellers.
   
• Zero conflict with your direct channels, as we sell exclusively through trusted B2B partners.
   
• A dedicated onboarding and support team from day one.
   

If you’re ready to grow your hotel, become our partner today.
 

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