Chris_MortonWHO ARE WE ?

CMA specialises in the hotel, restaurant, leisure and tourism industries. Based on practical, industry operating and marketing experience, the firm offers a range of specific consulting services aimed at helping operators, investors and public sector agencies to maximise market opportunities and increase economic profit and reward.

Through practical experience and past consulting assignments your needs and situations are understand and empathised with.

Services include hotel and restaurant feasibility studies and market planning reviews; catering development and operating assessments; leisure and health & fitness site and business reviews; operator assessments and business coaching.

CMA was initially based on the 17 years operating experience gained by Chris Morton running hotels, restaurants, bars, health and fitness clubs, catering services at a number of conference and exhibition centres and outside catering operations.

Within this period Chris managed two London based restaurant groups operating a range of restaurants from a 1 star Michelin restaurant to a range of popular eating houses, opened one of the UK’s first health and fitness centres, managed a 3 Star hotel and took it to a 4 star status, developed a conference & exhibition catering division and managed a growing 11 unit hotel company.

In 1994 Chris joined international hotel & tourism consultants Pannell Kerr Forster Associates and spent three years undertaking hotel feasibility studies on four different continents.

CMA was formed in 1991 and has undertaken a hotel feasibility studies, market reviews, restaurant and health & fitness studies. Catering reviews and tender reviews have also been public sector organisations including NHS Trusts and public sector organisations including museums and visitor attractions.

CMA also specialises in market analysis through demographic market reviews. We have developed effective leisure market models to assess the demand for leisure and health & fitness developments and regularly assist local authorities in understanding the levels of demand for leisure activities. Over the last 10 years regular clients have included Virgin Active for whom we have undertaken numerous site demand assessments, whilst also assist them to profile their existing users, thereby identifying marketing opportunities.

This core team is assisted by other specialists include Graham Bancroft, a leisure retail specialist and Rory Malcolm, a specialist leisure market analyst. Through a range of contacts – including leisure architects, economists and market researchers – we are also able to field multi-disciplinary teams to meet the needs of most assignments.

Finally, Chris has worked closely with the International Oil Pollution Compensation Fund for more than 16 years assisting them to gauge the impact of oil spills on tourism businesses and assessing the levels of economic loss suffered by individual businesses. This work has included area and business assessments in the UK, France, Spain, Japan, the Philippines and S Korea.