One connected tech stack has transformed operations and bookings across more than 120 pubs and inns.
Butcombe Boutique Inns is more than a group of pubs with rooms. Each of its 120 plus properties is individually designed, offering award-winning food, local character, and a style of service that feels genuinely personal. Behind the scenes, running more than 400 rooms across a fast-growing estate demands a tech stack that is as connected and efficient as the guest experience.
Held back by disconnected systems and limited reporting
When Butcombe acquired 16 Cirrus Inns in 2022, the properties were running on a PMS that created serious challenges. There was no group-wide reporting, which meant teams were manually piecing together data across multiple sites. Insights were limited, making analysis slow and clunky. The PMS did not integrate with the EPOS (Electronic Point of Sale), the complete till system that links payments, stock, and sales data across the business. This made stock control and sales management far more complicated than they needed to be.
For a business the size of Butcombe, these issues created more than just frustration. The lack of visibility across the estate slowed down decision-making and made it harder for the leadership team to spot opportunities or address problems quickly. Staff spent valuable hours exporting, reformatting, and combining spreadsheets, when they could have been focusing on guests or revenue strategy.
“We needed something modern, connected, and able to grow with us,” says Elliot Price-Clee, Rooms & Events Revenue Manager.
An efficient solution, with visibility across the market
Butcombe implemented a combined tech stack powered by Zonal Hotel Solutions and SiteMinder. Zonal now provides the PMS, EPOS, Guest Ordering, Loyalty, Kitchen and Recipe Management, and Business Intelligence reporting. SiteMinder delivers both channel management and GDS connectivity along with Insights, providing extensive reporting capabilities.
Together, the two systems give Butcombe a powerful, integrated experience. Zonal streamlines daily hotel operations and reporting, while SiteMinder ensures the business can distribute rates widely, stay visible across multiple online channels, and update those rates instantly when needed. This combination means that Butcombe can operate with precision and compete effectively for bookings.
“Using Zonal and SiteMinder has really changed the way we work,” says Elliot.
“We can set up a new OTA rate in minutes now instead of hours. Building rates is smooth and efficient, and reporting is consolidated into a single, clear view. Our teams spend less time wrestling with systems and more time focusing on strategy.”
Faster operations, stronger performance
The results of this combined approach have been transformative. Automation features such as auto rate hurdles save the team around eight hours every week.
“Our average call time dropped from four minutes and twenty-three seconds to just two minutes,” says Elliot. “That efficiency means more bookings, more quickly.”
The Central Reservation portal has allowed the team to handle around one hundred additional calls each week, which directly translates into more converted bookings.
Elliot adds: “It’s taken the hard work out of complicated tasks and given us greater control with much less effort.”
The business has also seen impressive financial results. Butcombe achieved like-for-like growth of 9.8% across pubs and inns in the first half of 2025. Drinks sales increased by 13%, food sales by 8%, and accommodation revenue by 4.1%. Loyalty has strengthened too, with active users increasing by 17.6% year-on-year.
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A partnership built for long-term success
Rolling out 16 new sites in just three months was no small feat, yet the process exceeded expectations.
“The team at Zonal were flexible, supportive, and adapted whenever plans had to change,” says Elliot. “The whole process exceeded expectations.”
That strong start has carried through into the long term. Butcombe rarely needs support thanks to the reliability of the system, but when they do, the team is always responsive and helpful. For Elliot, this level of partnership is just as important as the technology itself.
Looking ahead, the combined strength of Zonal and SiteMinder gives Butcombe the confidence to scale even further. With operations running smoothly and distribution powering visibility, the group is well positioned to adapt to market shifts and deliver for both new and returning guests.
His advice to other hoteliers is clear:
“Look beyond the basics. The right setup should not only help you manage bookings but also drive sales and support your wider business goals. Zonal and SiteMinder provide everything in one place with no hidden costs, and their roadmap continues to deliver features that make sense for operators.”
Thank you for the amazing feedback, Elliot, and we look forward to this partnership continuing to power Butcombe’s success into the future.