Acorns 2021: Andy Durma, 27
General manager, Roomzzz Aparthotel Newcastle City
Nominator Samantha Clamp, operations director, Roomzzz Aparthotels
Through sheer hard work and agility, Andy Durma went from being a casual housekeeper at Premier Inn to managing Roomzzz Aparthotel Newcastle City within just three years.
During his five years in the role, he has also played key roles in the opening of Roomzzz in London Stratford and Manchester Corn Exchange.
Perhaps his biggest challenge, however, has been overseeing the multimillion-pound investment that added 74 units to the Newcastle property during the pandemic. Unfazed, he came up with a new revenue stream by offering the local student community in Newcastle short-term rental accommodation. This proved so successful that he was made responsible for promoting the business in the same way across all other locations.
During the first lockdown, his hotel recorded enviable results by accommodating key workers. In March 2020, occupancy was 100% and average room rate was £57.76. Overall, his sales initiatives generated £32,000 profit.
Along the way, he has mentored an apprentice and kept his team close by offering regular one-to-one sessions, coaching and training to ensure they felt supported.
It's no surprise, then, that he is credited with a string of awards, including Highly Commended Serviced Apartment Rising Star of the Year 2018 at the ASAP Awards and Roomzzz Aparthotel Newcastle City being declared the Best UK Hotel Overall at the 2019 Boutique Hotel Guest Experience Awards.
What is the most positive people change you see for your sector post-restrictions?
"I've realised that in difficult times, the business model can be adjusted and still be successful, but only if every member of the team is commercially aware and believes in the product. This can only be achieved by continuous, open and honest communication."
Photography: Hospitality Media/Adrian Franklin
