About Us
"We know exactly what it takes to survive and thrive in our industry."
The Hotel Touch are hoteliers with complimentary skills and experience who have come together to provide support to other hoteliers at various stages of development to help them deliver, 'above industry performance'.
Over the past 16 years, we've managed, owned and operated hotels, all with bank debt and our own equity, so we know how to survive and thrive in this industry. When it is your own money and your livelihood depends on it, your focus is pretty sharp!
We have experienced the highs and lows and learned over the years how to do more than just survive in tough economic periods, by using our creativity, applying logic and conducting research.
The Hotel Touch don’t spend our 'way out' to generate unprofitable revenue streams, moreover we find sales and cost opportunities we can exploit, then execute them so that they work and increase profitability.
It is too easy to apply 'general management' rather than really focussing on the aspects that are genuinely going to make a difference to sales and profitability. Most hoteliers know what to do but executing it in the right way to make the difference depends on time, expertise and experience.
Meet the Consultants
Martin Wicks
Director
“I firmly believe, even in these difficult “pandemic” times, we can shape our fortunes by exploring the concerns, the opportunities, the outcomes and then taking the appropriate action.”
Martin Wicks has over 25 years’ experience across many facets of the hotel industry including financial, operational, sales and marketing and asset management.
He has worked with and for public and independent hotel companies in the UK and internationally including senior roles with Hilton International, Holiday Inn, Queens Moat Hotels, Sarova Hotels, Forestdale Hotels and Zoffany Hotels.
Martin set up his own successful company Ashdale hotels in 2004 as a response to the changing environment of the Hotel industry. More recently, he founded The Hotel Touch as a response to the demand for his services by previous employers, industry colleagues and financial institutions. He credits his success to a determination to shape outcomes by applying proactive techniques, creativity and analysis and developing cultures intent on excellence.
Martin's open style enables strategic decision making and execution and as an active operator he is fully aware of the ever- changing challenges the industry faces.
When he's not working, Martin enjoys windsurfing - he can even be found on the North Sea when weather permits!
Jude Hudson
Revenue and Web Development Director
“A systematic approach aligned with a creative outlook that inspires and makes our customers sit-up, can often be the difference, and where I can influence that and convert to improved sales and profitability then it is incredibly satisfying.”
Jude Hudson has spent her career working with privately owned hotels, international corporate brands, consortiums, OTA’s and most recently with Ashdale Hotels. She now forms part of The Hotel Touch management team.
At The Hotel Touch, Jude brings a real depth of expertise to the dark arts of rooms revenue generation, yield, web development and optimisation. She is able to
simplify and articulate the key areas that will ultimately make a difference to the success of rooms management and marketing strategies.
Jude has achieved considerable success with the implementation of specific hotel bespoke sales projects as well as maximizing consortia sales and marketing programs. Her research and
analysis skills help determine the most effective route for clients and are fully supported with evidence.
In her spare time, Jude likes to stay ahead by studying the constantly changing hospitality trends!
Pippa Westley
Finance Director
"My experience in both Operations and Accounting has been invaluable in moving forward the businesses I have worked for, and developing standards and procedures, conducive with improving profitability."
Pippa is Finance Director for The Hotel Touch. She has worked within the hotel industry for more than 30 years working with companies to include Holiday Inn, Queens Moat Houses, Sodexo, Principal Hotels, Sarova Hotels, Ashdale Hotels and Best Western International.
As well as performing the standard management accounts functions, much of Pippa's role
involves problem solving and 'detective' audit work to present findings to our clients that result in improved profitability, change of strategy and areas of concern or confirmation that policies and procedures are being adhered to.
Pippa is a very committed individual who strives to add value to the business in all areas. She excels in creating new challenges, reviewing systems, and creating more robust ones.
Outside the office, travelling is one of Pippa's passions; she has visited many corners of the world and continues to visit and explore more countries whenever she can.
"The Hotel Touch are 'doers' rather than just 'talkers' and we have the systems, knowledge and application to help grow your profitability."
Martin Wicks, Director, The Hotel Touch
