Working in partnership with Lancaster University, Charter carried out research into levels of marketing competence and marketing need amongst hotels in Blackpool.
Charter developed a marketing benchmark for use by advisors and others to gather a range of data and improve business support. In response to the research, Charter developed a marketing Toolkit to support tourism businesses and undertook in-depth one-to-one support to specific tourism organisations in part to set benchmarks of best and good practice.
This support has been converted into strategic planning for the partner hotels to enable them to improve business performance and results.
The Toolkit has been further developed for use by tourism businesses across the Northwest as a whole.