Ballymena’s Adair Arms at the heart of McKeever Hotels’ five-year growth strategy

Iris Houston, General Manager of Adair Arms Hotel (left) and McKeever Hotels Board.

The Adair Arms Hotel in Ballymena is set to play a key role in an ambitious new five-year growth strategy launched by McKeever Hotels, as the family-owned hospitality group sets its sights on further expansion across Ireland and beyond.

The plan, titled ‘Beyond Now’, was unveiled by Managing Director Eddie McKeever at a stakeholder event, outlining the company’s vision for growth, performance and sustainability as the pillars of its continued success.

Building on what the group describes as “the positive performance of the last three years”, McKeever Hotels’ new strategy reflects the World Tourism Organisation’s 2030 vision to enhance the guest journey through sustainability, personalised experiences, and technology.

“While our strategy remains growth focused, we want to do so in a way which creates a harmonious balance between success, family values, service excellence and community culture,” said Managing Director, Eddie McKeever.

Adair Arms: A Local Landmark with Strategic Importance

Adair Arms Hotel, Ballymena

Located in the heart of Ballymena, the Adair Arms Hotel has long been a cornerstone of McKeever Hotels’ portfolio, and continues to be central to the group’s long-term vision.

The property not only represents the brand’s commitment to service excellence and community engagement, but also its roots in Northern Ireland’s vibrant hospitality sector.

As part of the group’s £3 million capital investment programme, the Adair Arms — alongside other properties — will benefit from upgrades and operational improvements aimed at driving growth and guest satisfaction.

Expansion and Innovation Across the Group

McKeever Hotels, which now operates seven properties including The Lodge in Coleraine and the Armagh City Hotel, has achieved a group turnover exceeding £25 million. The company plans to expand further, with potential new opportunities in the Republic of Ireland and Scotland.

The new strategy aims to increase occupancy by around 10%, driven by competitive pricing, an enhanced guest experience, and the introduction of a Central Reservations System (CRS).

“The data-driven system will become a central hub for all bookings, enabling smarter pricing, improved profitability and enhanced guest loyalty,” Mr McKeever explained.

“It will also help us to deepen understanding of customer preferences and tailor experiences accordingly.”

Commitment to Food, Sustainability and Community

Dining in the Adair Arms, Ballymena

A newly appointed Group Food & Beverage Executive will oversee innovation across all hotels, supported by a centralised purchasing platform designed to improve efficiency and cost-effectiveness.

The group also remains committed to Northern Ireland’s renowned agri-food sector, with each hotel showcasing local produce and signature dishes — including the distinctive ‘McKeever Breakfast’ experience.

Sustainability remains a defining feature of the company’s ethos. The group’s ESG priorities include investing in renewable energy, improving operational efficiency, and strengthening community partnerships through local employment and supplier support.

Looking Ahead to 2030

As McKeever Hotels approaches its 40th anniversary in 2026, the business continues to look forward with confidence.

“Our strategy sets out a clear path for continued growth, innovation and community impact,” said Mr McKeever.

“By 2030 we have the potential to employ 600 people with a Group turnover of £45m, all of which will be driven and underpinned by the family values that have successfully defined the brand for the past four decades.”