One stack of connected technology has transformed operations and bookings at more than 120 pubs and inns.

Butcombe Boutique Inns is more than just a group of pubs with rooms. Each of its 120-plus properties is individually designed, offering award-winning food, local character and a service style that feels truly personal. Behind the scenes, running more than 400 rooms in a fast-growing region requires a suite of technology that is as connected and efficient as the guest experience.

Hampered by disconnected systems and limited reporting

When Butcombe acquired 16 Cirrus Inns in 2022, the property was running a PMS that created serious challenges. There was no group-wide reporting, meaning the team manually collected data across multiple locations. Limited insight makes analysis slow and clumsy. PMS is not integrated with EPOS (Electronic Point of Sale), a complete cashier system that connects payment, stock and sales data across the business. This makes stock control and sales management much more complicated than it needs to be.

For a company the size of Butcombe, these problems cause more than just frustration. A lack of visibility across regions slows decision making and makes it difficult for leadership teams to see opportunities or address problems quickly. Staff spent hours exporting, reformatting, and merging spreadsheets, when they should have been focused on guests or revenue strategy.

“We needed something that was modern, connected and could grow with us,” said Elliot Price-Clee, Room & Event Revenue Manager.

Efficient solutions, with visibility across the market

Butcombe implemented a combined technology stack supported by Zonal Hotel Solutions and SiteMinder. Zonal now provides PMS, EPOS, Guest Bookings, Loyalty, Kitchen and Recipe Management, and Business Intelligence reporting. SiteMinder provides channel management and GDS connectivity along with Insights, providing extensive reporting capabilities.

Together, the two systems provide Butcombe with a powerful and integrated experience. Zonal simplifies daily hotel operations and reporting, while SiteMinder ensures businesses can distribute rates widely, remain visible across multiple online channels, and update those rates instantly when needed. This combination means Butcombe can operate with precision and compete effectively for bookings.

“Using Zonal and SiteMinder has completely changed the way we work,” Elliot said.

“We can set new OTA rates in minutes instead of hours. Rate creation is smooth and efficient, and reporting is consolidated into one clear view. Our team spends less time wrangling with systems and more time focusing on strategy.”

Faster operation, stronger performance

The results of this combined approach are transformative. Automation features like automatic rate hurdles save the team about eight hours each week.

“Our average call time dropped from four minutes and twenty-three seconds to just two minutes,” Elliot said. “Those efficiencies mean more orders and more quickly.”

The Central Reservations Portal has enabled the team to handle approximately one hundred additional calls each week, which directly translates into more bookings being converted.

Elliot adds: “This takes the hard work out of complex tasks and gives us greater control with much less effort.”

The business also showed impressive financial results. Butcombe achieved like-for-like growth of 9.8% across pubs and accommodation in the first half of 2025. Drinks sales increased by 13%, food sales by 8% and accommodation revenue by 4.1%. Loyalty is also getting stronger, with active users increasing by 17.6% year-on-year.

Greater demand, less work

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Partnerships built for long-term success

Launching 16 new sites in just three months is no small feat, but the process exceeded expectations.

“The team at Zonal is flexible, supportive and adapts whenever plans need to change,” Elliot said. “The entire process exceeded expectations.”

This strong start has continued over the long term. Butcombe rarely needed support thanks to the reliability of the system, but when they did, the team was always responsive and helpful. For Elliot, this level of partnership is as important as the technology itself.

Looking ahead, the combined strengths of Zonal and SiteMinder give Butcombe the confidence to develop further. With operations running smoothly and distribution increasing visibility, the group is well positioned to adapt to market changes and serve new and existing 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 broader 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 great feedback, Elliot, and we hope this partnership continues to strengthen Butcombe’s future success.