Motive behind motel group’s management change
ASURE’s future assured as pioneering managers announce retirement
Following a decision to hang up their keys and retire after 15 years at the helm of the ASURE Accommodation Group, founders and managing husband and wife team, Doug Robinson and Dorothy Nolan have sold their shares in the business to Wellington-based Motive Group.
The share sale sees the business development and management service provider effectively taking over the management of ASURE and its member marketing and distribution channels with immediate effect.
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ASURE was founded in 2007 when Doug and Dorothy, owners of the Sundowner Motel in Blenheim since 2001, saw an opportunity to found their own accommodation group following the collapse of Best Western NZ (BWNZ).
Along with two other like-minded property owners in Hamilton and Tauranga, they formed the New Zealand Accommodation Group Limited trading as ASURE Accommodation Group.
Today, the group consists of more than 40 motels, apartments, motor inns, and motor lodges throughout NZ, at its very core an ethos built on solid values embracing quality, independently owned and operated accommodation properties with genuinely helpful and friendly hosts.
Doug and Dorothy say while the group’s beginnings were small, the many years of industry experience the first members offered the fledgling organisation, along with varied business and valuable hospitality marketing ideas and knowledge, created a collective that other accommodation providers wanted to be part of.
“They had a prime opportunity to add real value to their properties. With valuable contributions from members, the group has been able to implement business and marketing strategies leading to ASURE’s growth and expanding its share of the market,” they said.
Building on its initial success, and attracting ever-more like-minded accommodation operators, the overall concept continue to be developed over the years with loyalty programs supported by an accommodation group directory’ to build brand awareness, an online booking portal, a dedicated travel agents portal, a mobile app and an ‘ASURECARD’ system encouraging guests to book via the portal in order to receive discounted rates across the membership.
And four years ago, Doug and Dorothy made the decision to take the brand beyond New Zealand’s shores when ASURE joined the worldwide Global Alliance of Private Hotels (GAPH) with alliance members in Norway, Sweden, Denmark, Germany, France and Austria and Australia where the ‘ASURECARD’ can be used via Golden Chain Australia’s portal.
Doug and Dorothy can be confident their carefully-nurtured ‘baby’ is going to safe and steady hands at Motive Group.
The company’s Managing Director, Adam Cunningham owns several service related businesses throughout New Zealand.
These include a multi-site hotel and serviced apartment company, urban backpacker, conference centre, online marketing group, security services and business development consulting company.
Founded in 2006, the company’s CV also includes Ohtel, a new luxury 5-star hotel opened in downtown Auckland last year and just this year, Motive launched Habitat, an accommodation management company with Auckland boutique property Hotel DeBrett as its first hotel.
“The ASURE Accommodation Group deal aligns well to Motive’s core values of providing up to the moment business profiling and booking connections and a genuine focus on guest care and satisfaction,” Mr Cunningham, said.
“ASURE values are very strong and all we can do is help meld those values with current and future guest requirements.
“Success of any property in the guests’ eyes is success for ASURE as a whole; all we can do is build on that.”
And what does the future hold for Doug and Dorothy now they made the decision to step down?
Octogenarian Doug has announced his plans to “totally relax” while Dorothy’s plans revolve around getting back into and enjoying New Zealand’s great outdoors with walking, E-Biking and tramping.
Mike Parker-Brown is a UK-trained and qualified journalist and an award-winning travel communicator with more than 30 years experience.
Since 2002, Mike has worked as a freelance writer and PR consultant providing his services to major organisations in Australia and internationally in the tourism, aviation, hospitality, recruitment and export marketing sectors.
