Case Study 11: Regional Victoria 13 self-contained apartments

Opportunity 

The property had been operational for 10+ years and was achieving a consistent performance year-on-year in terms of occupancy, ADR and REVPAR. With the appointment of a new Sales & Marketing Manager, it was determined that there was opportunity for growth in occupancy, top line revenue and nett profit – which would be undertaken through the execution of a new strategic plan incorporating a variety of new sales and marketing initiatives; together with a review of the existing booking platforms which were not being fully maximised. 

Actions 

• RevenYou was referred to the property with a view to implement a new online reservations and sales channel distribution model which was undertaken as follows: 

• Established a new online booking platform for the property’s website to enable bookings 24/7, and loaded dynamic rates and selection of accommodation packages - supported by new sell strategies to leverage high-demand periods and encourage bookings during identified need periods.   

• To drive incremental revenue growth a range of upsell extras were loaded including local touring experiences, hamper and wine sales. 

• Utilising the existing PMS and Channel Manager, reconfigured and mapped the delivery of live inventory 24/7, dynamic rates and seasonal rate packages to those sales distribution channels identified as integral to the property’s future growth strategy - this included both OTA’s and ITO’s.  

• Reviewed all distribution channel listings to optimise for sale with 100%-page scores. 

• Undertook training with the onsite team to increase their knowledge and understanding of the systems being used.

• Implemented new revenue templates for the monthly revenue strategy meetings 

Outcomes 

Within two years the property had achieved: 

• 12% growth in occupancy, delivered a $60 growth in annual REVPAR and 38% growth in nett profit. 

• One in four bookings from their website pre-purchased extras. 

• The property increased their direct booking ratio. 

• The property increased their international bookings by approximately 8%. 

• Reservations staff were no longer having to top up individual distribution channel inventory – allowing them to focus their time on the guest experience. 

• After the initial two-day contract, RevenYou’s role transitioned to undertaking quarterly half-day health-checks onsite with the property.