Sandman Signature Aberdeen Hotel
From Unknown to Market Leader
A 218-room hotel opening in Aberdeen at the height of an oil & gas downturn. An unknown brand in Scotland entering an oversaturated market dominated by global chains.
Despite the challenges we built an award-winning launch strategy that generated £1.2M in the first year and made Sandman one of the city’s most recognisable hotels.
( Client )Sandman Signature Aberdeen Hotel
( Service )Pre-Opening Strategy + Sales and Marketing Strategy
( Timeline )12 months
AWARD-WINNING STRATEGY
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AWARD-WINNING STRATEGY /
The Challenge
Sandman Hotel Group was preparing to open its first UK property: a 218-bedroom hotel in Aberdeen.
The odds were stacked against them:
An oversaturated hotel market dominated by international chains.
The oil & gas downturn, wiping out the city’s main source of occupancy.
A brand that was completely unknown in Scotland.
The target? Achieve a successful launch when the entire industry said it couldn’t be done.
The Strategy
Instead of chasing a shrinking oil & gas market, we reframed Sandman entirely:
White-Space Research → competitor benchmarking revealed untapped opportunities.
Diversified Demand → repositioned the hotel as a lifestyle-driven property, appealing to leisure guests, locals, and new corporate audiences.
Pre-Opening Blueprint → built a 360° sales & marketing plan: digital campaigns, PR, partnerships, and direct sales outreach.
Category Repositioning → shifted perception from ‘unknown newcomer’ to ‘Aberdeen’s must-visit hotel’.
Results
The outcome was nothing short of transformational:
£1.2 Million GBP revenue generated in the first year, against all market forecasts.
Award-winning Sales & Marketing strategy, recognised across the hospitality industry.
Sandman became the most recognisable hotel in Aberdeen, second only to the city’s 5-star property.
Proved that with the right strategy, ‘impossible’ launches can flip markets.
People said it couldn’t be done.
We turned it into an award-winning launch that shifted the market and generated £1.2M in year one.
Awards & Accolades
Sales & Marketing Manager of the Year (Regional)
Winner 2019
Recognised for driving record-breaking hotel growth through disruptive strategy.
Regional Rising Star
Winner 2019
Awarded for industry innovation and redefining what ‘success’ looks like in hospitality marketing.
Sales & Marketing Manager of the Year (National)
Finalist 2020
One of the UK’s top finalists for delivering transformative, high-impact brand results.
