Assured Hotels (AH) were appointed in July 2023 to stabilise and prepare Middleton Hall Estate for sale. The estate comprised seven holiday-let properties with 54 bedrooms, but performance had deteriorated due to “a lack of compliance, sales and marketing” and an overreliance on seasonal peaks. Combined with pandemic‑driven debt and weak off‑season cash flow, the business was unable to stand alone.

With low margins suppressing market value and lenders showing limited appetite for leisure assets, the strategy shifted from immediate disposal to rebuilding value through EBITDA growth.

Despite a strong location near the A1 and Northumbrian coast, the estate lacked year‑round visibility. AH implemented a diversified sales and marketing plan to drive off‑season demand:

• Expanded distribution through additional OTA partnerships, including niche long‑stay agents.
• Targeted Google PPC, evolving from traditional holiday‑let audiences to corporate and events markets to fill larger properties.
• Direct marketing, using the historic database and new social channels to issue offers and stimulate repeat and new business.

Operational improvements enabled further expansion. With an on‑site manager and AH’s central support, the team delivered a 5‑bedroom conversion and a 2‑bedroom completion, adding 20% more capacity, funded largely from trading cash.

The turnaround delivered strong financial uplift, with the uploaded document noting expectations of “over 30% revenue growth” and EBITDA increasing “by over 50%.” This performance unlocked confidence in future development potential and materially improved value and saleability.

In late 2025, the strengthened asset was successfully sold to a new owner. AH retained post‑sale to support a structured transition, ensuring continuity of operations, guest experience, financial reporting to a stretching budget and the ongoing development pipeline.

For further information or to discuss support in any area of hotel & hospitality please contact us on:
e. mgriffin@assuredhotels.co.uk t. 0203 916 5658

Or complete the form below.