About HerdUP
Built on experience, not ego. We help hotels grow stronger, smarter and more resilient.
Helping hotels grow stronger, smarter and more resilient.
To help hotels grow stronger, smarter and more resilient by aligning people, technology and commercial strategy – delivering sustainable performance and long-term value.
Experience You Can Trust
Our teams span revenue, sales and marketing specialists with deep, diverse experience.
International and UK market experience
Exposure across city, regional and resort destinations
Expertise in both branded and independent hotels
Experience with small properties through to complex portfolios
Revenue Management
Highly experienced revenue managers with deep system knowledge and a proven track record across all UK market types.
Sales
Sales professionals experienced in corporate, leisure and group sales, GDS environments and national account strategies.
Marketing
Senior-level commercial advisors supporting owners, investors and asset managers with strategic and operational marketing expertise, ensuring commercial decisions translate into measurable financial outcomes.
We don't believe in one-size-fits-all solutions – we build what works for your hotel, your market and your ambition.
The H-E-R-D-U-P Framework
Six core principles that guide everything we do.
Human
People are at the centre of everything we do – your teams, your guests, your partners. Supported, empowered people deliver lasting commercial success.
Ethical
Integrity underpins every decision. We act transparently, fairly and responsibly – always doing what's right for our clients and their teams.
Results-Driven
We focus on measurable, sustainable outcomes. Human insight combined with intelligent technology delivers meaningful performance.
Dynamic
Hotels evolve – and so do we. Our services flex to match your needs, from advisory support to fully embedded commercial leadership.
Unity
True performance comes from alignment. We bring people, systems and commercial disciplines together to create clarity and momentum.
Progress
We move hotels forward. Through continuous improvement, innovation and better decision-making, progress compounds over time.
Ready to join the herd?
Let's talk about how we can support your hotel's commercial success.
Get in Touch