Birmingham City
Brand: Ramada
Status: Operational
No. Beds: 90 beds
Address: 160 Wharfside Street, The Mailbox, Birmingham, B1 1RL
Purchase and Re-branding of Birmingham City Centre Hotel (2007)
Shiva identified a profitable investment opportunity in the Days Inn Hotel, located in Birmingham’s city centre. Having not been updated since opening, the hotel was somewhat out of place in an area which had seen significant regeneration and indeed become one of the most sought after locations in the city.
From multiple bids, Shiva was selected as the preferred buyer due to a strong track record of rapid transaction turnaround times and effective hotelier partnerships. Given the local market structure and customer base, Shiva re-positioned the brand towards a more affluent customer segment, transitioning from the ‘Days Inn’ to the higher quality ‘Ramada’ core brand and refurbishing the hotel in a young, contemporary style. Shiva also placed their highly experienced management team in charge of operations. The resultant increase in quality and service enabled the room rate to rise and combined with careful management of costs, had had a direct impact on the bottom line.
Overview
Ideally located in the heart of Birmingham’s city centre, and convenient for the International Convention Centre and the National Indoor Arena, the newly refurbished Ramada Birmingham has ninety stylish rooms perfectly complementing the surrounding vibrant shopping and entertainment Mailbox area. With a restaurant overlooking the waterfront as well as corporate meeting room facilities, the hotel is a popular choice with all.
