Confederation of  Tourism and Hospitality (CTH)

The courage to face change allows a company to reach its potential. BQu not only informs business decisions, we directly contribute to business growth with our value-added solutions.

Working in close partnership with professional and private institutions, CTH (Confederation of Hospitality and Tourism) provides qualifications across a variety of different levels. Their partners range from major international employers to select universities and Ofqual, the government regulator. Facing increased budget pressures as a result of predicted changes in funding and legislation, CTH wanted to investigate ways to sure up existing business by increasing student engagement and to look at ways to create new leads.

After BQu were personally recommended to CTH, we sat down and put together the options available. Through consultation, we agreed to research industry information that would be of use to CTH’s existing student base and use this research create a newsletter, with BQu taking responsibility for its general management and distribution. On the back of the newsletter’s success, the project developed into additional email campaigns and even came to include the management of an online resource site.

Newsletter management

With the intention of attracting new students and providing existing ones with more value-added benefits, BQu began organising a CTH newsletter. To ensure that it was a high quality production, it was necessary to conduct market research, looking at competitor editions alongside those produced by the wider industry. Having decided what direction the newsletter should take, we moved on to compiling the content, carrying out research of many different industry sources. In developing the newsletter, it was essential to focus on the importance of communicating CTH’s brand appropriately. We also had to make sure that we met all deadlines on time, as reliability is key to attracting a loyal audience.

To review the popularity of the newsletters, we collated a set of statistics, identifying the rate of success. These showed extremely positive results, which convinced CTH to contract BQu for our production and management duties, while also introducing additional projects.

Email campaigns and online resource site

A natural progression from using newsletters to increase engagement with the student population was to carry out a series of targeted email campaigns. Using details that had been previously collected in conjunction with information supplied by the client, BQu developed emails designed to take the overall project a step further. These were tracked with advanced statistical software enabling future campaigns to have an even greater reach.

These successes were followed by a request for BQu to handle the management of a CTH student resource site. Under our guidance, the remit of this site has grown considerably, so that it is now a base where both students and tutors can routinely access CTH qualification resources. Features that it now hosts include study materials, e-library services, a web directory, recommended readings and even a job portal. Our team of developers continue to update and improve this site, keeping CTH ahead of their competition.

Services that promote success

By conducting in-depth research into both the market and the source material, BQu has created the perfect foundation for CTH’s future growth. Using a team made up of top quality international developers, researchers and writers, we have delivered value-added solutions at an affordable cost. BQu continues to produce CTH’s monthly newsletter, organise email campaigns and to develop the resource base. This expansion of media and facilities has not only had a significant effect on student enrolment figures, it has also generated a rise in investment opportunities.