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Switch Management Ltd was awarded the contract for Park Regis Birmingham following a tender process against three other management companies.
Following a competitive review, we were selected based on our commitment to double-digit growth, our proven hospitality expertise, and our consistent delivery of the ‘Switch gold standard’.
The Switch team has now managed Park Regis for five years, and the hotel continues to exceed business targets and surpass guest expectations.
Here, find out more about the flagship hotel in our portfolio, and how Switch’s industry-leading management services deliver tangible results to maximise asset value.
Our initial tender proposal understood the banking covenants and expectations of Park Regis’ owners and committed to exceed those targets.
This was proven when, in 2018/19, Switch surpassed all covenant targets and achieved an EBITDA figure that was 30% higher than the best comparison from the other management companies.
We maintained a sharp focus on driving the EBITDA, allowing us to move our debt to NatWest, which made a significant impact on our funding costs.
Today, we have doubled the EBITDA at Park Regis and all of the NatWest covenants have been achieved. Thanks to our strategic approach, the hotel now has a stabilised EBITDA that can be grown each year, past the banking targets.
With a strong reputation for transforming spaces and businesses alike, we were very proud when NatWest recommended Switch to consult on one of their hotel deals that was not performing to expectations - a reflection of our team’s industry knowledge and expertise.
Under Switch’s management, Park Regis has become renowned for its exceptional customer service and industry-leading facilities.
The hotel’s award-winning team is at the heart of its success. As a people-driven and values-led business, we are dedicated to training every single employee in house, to help ensure the team consistently delivers a personal and professional service.
Switch’s investment in people is for the long term and this is underpinned by our Employee First culture. Park Regis has 89% employee satisfaction (2023-24) and 55% of employees have more than 12 months service, with a staff turnover rate of just 7% (YTD).
Ongoing investment continues to strengthen the hotel’s offering. In 2018, £650,000 was spent on the 16th floor opening of ‘Sky Loft’ - a 1,250 sq. ft. open-plan conference space, with floor to ceiling windows boasting a 360° view of the city. As the city’s “go to” conference destination, the hotel continues to secure repeat bookings for major corporate clients.
Further enhancing the guest experience, May 2022 saw the opening of a premium and authentic Indian restaurant, INDUS, with a menu of traditional dishes that explores Pan Asian flavours across Northern India. In 2023, Park Regis completed a £15,000 refurbishment of its outdoor terrace, transforming the space into a modern and stylish oasis.
The hotel also uses its central position within Birmingham to help make a difference, with an active CSR programme as well as a partnership with University College Birmingham. During the 2022 Commonwealth Games, which shone a global spotlight on the city, Park Regis was the only hotel in Birmingham chosen to host competing athletes and international delegates.
Driven by our four core values - Integrity, Agility, Excellence and Collaboration - Park Regis continues to cement its place as the city’s leading independent hotel. As well as securing widespread industry recognition, the hotel consistently garners five-star reviews from guests and clients, reflecting the 200-strong team’s expertise and dedication.
Park Regis’ Tripadvisor ranking against other Birmingham hotels increased from 36th (March 2023) to 13th (January 2025), and the hotel won a prestigious Travellers’ Choice Award in early 2024, based on providing consistently exceptional service with a score of 8+. It is now listed among the top 10% of hotels worldwide.
In 2023, the venue was named in the top three for ‘Hotel of the Year’ at the M&IT Awards, which followed receipt of the Gold award for Best UK Hotel at the 2022 and 2021 ceremonies.
With a deep understanding of the hotel model and market, we continue to maximise returns for the business. For example, Park Regis did not achieve a £1million month until 2023 - and in the next financial year, we surpassed a £1million month six times.
John Angus, Managing Director at Switch Management, said:
“Park Regis Birmingham is a prime example of the added value we can provide through our asset and hotel management services. From financial analysis and commercial strategy to ongoing operational management, we take a solutions-driven approach to every project to ensure the best results.
“Switch’s unrivalled hospitality expertise and services have been proven to help increase revenue, boost profits, and build value for owners and shareholders, with our experts working in close collaboration with on-site teams to maximise returns. Park Regis is a fantastic asset to Birmingham’s hospitality scene and has firmly cemented its position as one of the city’s leading hotels.”
For more information about Park Regis Birmingham, click here.