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Nitenite hotel reports 30 per cent increase in sales since it was rescued from administration

The Birmingham city centre based Nitenite hotel has seen a 30 per cent increase in sales since it was rescued from administration by local hotelier and businessman, Harj Mattu, earlier this year.
Harj took over the hotel in March of this year, after the previous owners, Nitenite Holdings, entered administration back in 2006.  Since the buyout Harj has introduced a new senior management team and invested over a £1 million in refurbishing the building.

Harj said: “We are delighted to see a 30 per cent increase in sales since taking over Nitenite, it’s definitely a positive sign we are taking the hotel in the right direction.  When we took over the hotel it was averaging at 35 per cent occupancy, and today we have an average occupancy rate of 70 per cent.

“Since March we have taken on a new General Manager to lead the team, and have recruited a Head of Marketing and Communications to get the brand back out there and renew a lot of lapsed relationships with the corporate market.

“We are also investing heavily in the building and have just completed the first phase of our wider refurbishment plans, which has seen a complete revamp of the lobby area,  introducing a more ‘urban’ and ‘industrial’ look and feel, inspired by what we have seen in popular hotels across New York and Tokyo.

“The second phase will focus on re-designing the rooms to bring them in line with the hotels new image to further define Nitenite’s brand positioning as a micro-boutique hotel.  We are also looking at significantly enhancing our technology offering – we have already replaced the plasmas in all 104 rooms with the latest LG energy efficient high definition LED televisions and will be replacing our lighting and heating control panels over the coming months.”

As well as modernising the existing hotel, Harj and his team have also started planning for the build of eleven serviced studio apartments, which will be located on the ground floor of the hotel.

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