TGt Meets…Erin Turnbull of Abbey Hotel Bath

In this interesting TGt Meets, learn about Abbey Hotel Bath's own Erin Turnball, from what her role entails to industry advice.

Describe your role at Abbey Hotel Bath.

I oversee all aspects of creative and physical marketing for the hotel, which is a super varied role that involves anything from setting up decorations all the way up to managing the activation of our large media events, all to ensure we can make our guest experience the as magical and reflective of our amazing city as possible.

What was a key turning point in your career that led you to your current role?

I was in my second year of film school when COVID hit, which massively changed the landscape for filmmaking and the creative industry as a whole. I knew I wanted to use my creative skills in my career, but being a full-time filmmaker just wasn’t feasible during a global pandemic, so I took some online courses to learn the basics of marketing during lockdown. I realised I could use my passion for storytelling to bring experiences to life for consumers & clients and haven’t looked back since.

What are the unique features at Abbey Hotel Bath that you believe set it apart from other boutique hotels?

The most striking element of Abbey Hotel is its sheer presence on North Parade. The Georgian townhouses we occupy epitomise Bathonian history, and inside we’ve combined eras with eclectic decor that speaks to the multi-faceted history of this city. We proudly display masterpieces from local artists across the property, and in the bar, our unique suspended glassware ‘chandelier’ must be seen to be believed. What sets us apart is our down-to-earth, friendly team who treat every guest as a welcome friend, and provide a bespoke experience for all who visit.

What’s your favourite aspect of your job?

I love that my role can vary depending on the season or if there are local events going on in Bath. Nothing about hospitality is boring, and no two days are the same. Getting to meet such a wide range of people with such varying interests, passions and expertise is so rewarding also.

In what ways is creative marketing changing the operation of hotels and guests’ experiences?

Today, no one can deny the influence of social media and the power of storytelling to convert leads into business. What’s great about hospitality is that it needs the human element to take a guest’s experience from a 7/10 to a 10/10. Creative marketing connects human emotion to hotel operations by weaving a story through the very heart of it. Consumers make decisions based on tangible things like cost and logistics, but it’s the sensory experiences that tell us whether we made the right decision. Creative marketing is selling to the senses first, and the brain second.

What advice would you give to someone beginning in creative marketing in the hospitality industry that you wish you had?

The biggest piece of advice I can give is to trust your instincts and remember that you are your first target audience. Being a creative in a corporate world can make you feel out of your depth, but it is a lucrative skill that many wish they could hone.