The first time we walked into one of the Choice Hotels, someone at reception was chatting to a guest like they’d known them for years. Turns out, they had. That guest had been coming every summer for over a decade.
That’s the kind of place Choice Hotels is.
It’s a family business with five hotels across Blackpool and the Lake District. Three of them – The Cliffs, The Claremont and The Viking – sit proudly along the seafront and are part of the fabric of the town. With 538 rooms, over 400 staff and more than 30,000 guests a year, it’s a big operation, but it never feels corporate. It feels personal.
We work closely with Eddie Nelder, one of the directors. The business was founded by his grandmother, and it’s still run with the same energy, care and commitment she started it with.
Our role is to support the team with social media and influencer activity across the three Blackpool hotels. That includes content planning, copywriting, photography, campaign ideas and creator partnerships. Each hotel has its own tone and audience, and we shape the content accordingly, always keeping things consistent, useful and guest-focused.
But what really stands out is the team.
Eddie brings calm focus and clear purpose to the job. Living with dyslexia shaped how he works, leads and communicates. It’s also influenced the wider values of the business – from the way people are supported day to day, to projects that give something back to the community.
Outside the hotels, Eddie’s a key figure in the town. He sits on the Blackpool Tourism BID board, chairs both the North and South Regeneration Groups, and is part of the Responsible Business Network, helping young people into work. He’s also completed an Ironman, cycled the length of the UK, climbed Mont Blanc and raised thousands for charity – but you’d never hear that from him.
In fact, all of the hotels have been fundraising to send a local teacher on specialist dyslexia training – a simple but powerful initiative that reflects exactly what this business is about.
We’re proud to play a small part in it.