Luxury Hospitality Magazine interviews Paul Russel, General Manager at the recently refurbished Norton Park Hotel, Spa and Manor House.
Paul is an accomplished leader in the luxury hospitality sector, with decades of experience at high-profile venues, including Heythrop Park Resort; Paul’s leadership at Norton Park is defined by a commitment to sustainability, modernisation, and team development, elevating guest satisfaction and operational efficiency. His strategic vision continues to position Norton Park as a premier destination, seamlessly blending history, luxury, and versatility to cater to both leisure and business guests.
Paul, with your extensive experience in the hospitality industry, what do you see as the key trends and challenges currently shaping the sector?
Recruitment remains one of the most pressing challenges, not just in hospitality but across many industries. To attract talent, we need to reshape the perception of hospitality as a vibrant and rewarding career choice. It’s about creating engaging, dynamic, and enjoyable work environments. Hospitality is an industry full of opportunities, and I’ve personally experienced immense satisfaction throughout my career. If we can showcase the rewarding aspects of this industry, we’ll be better positioned to draw more people in.
How has the current hotel landscape evolved, particularly in the face of rising costs, and what strategies have you implemented at Norton Park Hotel to adapt to these?
The surge in operating expenses—whether it’s utilities, food, beverage costs, or increases in the minimum wage—has certainly put pressure on profitability. At Norton Park, we’ve focused on mitigating these challenges by investing in energy-efficient systems and smarter BMS (Building Management Systems) solutions to optimise our utility usage. We’ve also upgraded older equipment to more modern alternatives, which helps in both reducing costs and improving sustainability. Equally, we continue to prioritise investment in our team’s training and wellbeing, which not only improves service quality but also reduces staff turnover, ensuring we remain competitive in a tough market.
With your extensive background in planning major events, how have you seen the demands and expectations for business conferences and events change in recent years, and how is Norton Park Hotel adapting to meet those needs?
We’ve seen a clear shift towards shorter lead times for event bookings, even for large-scale gatherings with over 200 delegates. In the past, these events were planned a year in advance, but today, clients have greater choice and often expect more flexibility in terms of dates and arrangements. This means we have to be more agile and responsive, ensuring we provide a seamless service and exceptional value for money right from the initial enquiry to the event itself. Our focus is on understanding client expectations and delivering memorable experiences that meet their evolving needs.
As leisure travel continues to rebound, what unique offerings does Norton Park Hotel, Spa, and Manor House provide to attract and retain guests in this competitive market?
Norton Park’s location between Winchester and Basingstoke, with easy access to the New Forest, Southampton, and Bournemouth, places us in an enviable position. Our 55 acres of scenic parkland create a tranquil setting, while our 300-year-old Manor House, with 13 bedrooms available for exclusive hire, offers a unique blend of history and luxury. We also have a full-service hotel featuring a spa, leisure facilities, and large conference rooms, along with a characterful Tithe Barn, which allows us to cater to a wide range of needs—from weddings and corporate events to weekend getaways. This variety enables us to appeal to both business and leisure guests, ensuring we offer something distinctive for every visitor.
Can you share some insights into how the recent refurbishment of Norton Park Hotel has enhanced guest satisfaction and overall operations?
We’ve invested significantly in refurbishing our bar, lounge, and restaurant areas, and it’s made a real difference to both guest experience and our operational capacity. The updated spaces have not only enhanced the overall ambience but also increased the number of guests we can comfortably accommodate. This has been particularly beneficial during busy periods like weekends and holidays, when we often see a high volume of breakfast covers. The renovations reflect our commitment to delivering a luxurious and welcoming environment for our guests, while also allowing us to manage high demand more efficiently.
During your time at Heythrop Park Resort, you more than doubled the resort’s profits. What key strategies contributed to that success, and how are you applying similar principles at Norton Park?
Heythrop Park was a distinctive property with over 350 bedrooms, 550 acres of land, and a wide range of facilities, making it highly attractive for large-scale events. However, we faced a constraint with the main banqueting suite, which could only seat 265 guests, limiting our ability to host larger functions. To address this, we added an 800-cover marquee, significantly expanding our capacity and creating new revenue opportunities. The lesson here is to identify the unique strengths of a property and optimise them to meet market demand. At Norton Park, we’re similarly focused on positioning the hotel as a premier venue for exclusive private hire events, and we continue to develop this niche, building on our reputation as a preferred destination for major corporate clients.
You’ve successfully managed multiple sites with significant turnovers in the past. How do you approach managing a team and operations to ensure consistent growth across all areas of a hotel?
The foundation of any successful operation is a strong team. I firmly believe in the principle of ‘hire for attitude, train for skill’. A good leader can inspire and develop a great team, and in turn, a great team creates exceptional guest experiences. By focusing on recruiting individuals with a positive attitude, genuine passion for service, and a meticulous attention to detail, we ensure that we have the right people in place. From there, it’s about continuous development and empowering the team to take ownership of their roles, which ultimately drives consistent growth across all areas of the business.
With your experience in the golf sector at Botley Park Hotel, how important is it for hotels to diversify their offerings, and how does Norton Park cater to different guest needs?
Diversification is key for any business, particularly in hospitality, as it allows us to adapt to fluctuating demands. For instance, when our F&B departments face challenges, our spa and leisure facilities often perform well, and if room occupancy dips, events and conferences can help bridge the gap. The aim is to create a well-balanced mix of offerings that cater to different segments, ensuring a steady stream of business year-round. Norton Park’s variety of facilities enables us to remain resilient and profitable, regardless of external market conditions.
In your career, you’ve had the unique experience of planning high-profile events for government officials, including the British Prime Minister. What have these experiences taught you about handling high-stakes events?
I have been very fortunate to be involved in numerous high-profile events, where safety, security, and attention to detail are paramount. Having the support of a strong team, both in the lead-up to and during these events, has been essential in ensuring success for myself, the hotel, and the conference organisers. I am extremely grateful to everyone involved. Their dedication, whether through working beyond their scheduled hours, late-night meetings, or demonstrating flexibility to accommodate our guests’ requests, has created many memorable experiences for both myself and the team.
Looking ahead, what are your goals for Norton Park Hotel, Spa, and Manor House in the coming year, and how do you plan to continue driving success in such a dynamic industry?
Our main priorities for Norton Park in 2025 include focusing on team well-being, enhancing recruitment efforts, and upgrading our facilities to elevate the guest experience. We are committed to investing in the long-term development of the hotel, ensuring it remains an outstanding destination for both leisure and business guests.
Finally, why should our readers visit Norton Park Hotel, Spa and Manor House?
Norton Park offers exclusive private manor house hire, a charming Tithe Barn for weddings, and versatile event spaces accommodating up to 250 delegates. We also provide park-and-sail packages for cruise-goers and a picturesque setting in 55 acres of parkland, ideal for dog walks. Guests can explore nearby attractions such as the New Forest, Boomtown, Carfest, and Peppa Pig World, with Stonehenge and the South Coast only a short drive away.
