Swallow Hotels has poached former Hilton UK marketer Mark Taylor to lead its new marketing team ahead of extensive expansion plans. The hotel chain is planning to open 100 new hotels over the next year.
Taylor, who was previously director of consumer marketing at Hilton UK & Ireland, will be responsible for re-establishing the Swallow brand and for developing the marketing team, which has been split from the sales function. He will take over the role imminently.
The sales function will be overseen by Simon Downes, who previously oversaw the combined department. Downes and Taylor will report to Swallow chief executive Peter Gray.
Taylor says: “The brand became a little lost and recognition fell away in the past five years”, and adds that the company will now focus on developing its brand in the middle market.
He says a new identity will be introduced and Swallow Hotels is developing a new marketing strategy.
Taylor says he hopes to use partnerships to develop the brand and has no plans to review the chain’s advertising or media.
He will continue to work with marketing agency WAA.
The chain has 129 hotels across the UK, including the London and Edinburgh Inns.