It’s not all about rooms – turning golf into a real profit centre for hotel owners

Michels & Taylor has played a pivotal role in the revitalisation of the golf business at The Abbey Hotel, Redditch. As one of M&T’s managed leisure hotels, the recent introduction of Inrange® Golf Technology has transformed the previously underperforming 26-bay driving range, increasing monthly turnover by over 300%.

This innovation is part of a broader redevelopment strategy that includes restoring the access road, car park and building, as well as submitting a planning application for future expansion which, if secured, will add further significant value to the owners.

M&T’s Director of Spa, Leisure & Golf, Marc Wood, recognised that the existing 18-hole golf course needed a careful and targeted redesign to meet a growing demand for shorter playing times and the importance now place on year-round golf. The course continues to be re-imagined, reducing its overall length, revitalising or replacing five greens and three tees, and installing over 4km of new irrigation pipework to ensure optimal playing conditions throughout the year.

M&T has led every stage of the project from golfer profiling and design to cost and project management, and the course is expected to be completed this month, with full playability by Spring 2026 to minimise revenue disruption.

If you’d like to know more about M&T’s Spa, Leisure & Golf support, call Hugh on +44 (0) 20 8905 2500 or email hugh.taylor@michelsandtaylor.com.