Case Study 5: Hobart Central
Property
Location: Hobart central
Type of Accommodation: Pub with ensuite accommodation
Number of Rooms: 11
Opportunity
The owners purchased this property in 2021 and began the process of renovating what was quite a rundown and unloved business. After the pub was fully refurbished, the accommodation was upgraded with new bathrooms and furnishings, new carpet laid and all rooms painted.
The owner is an experienced food and beverage operator but with limited knowledge of running an accommodation business. RevenYou was retained to set up their PMS, design a new website and implement strategies that would deliver a profitable business.
Actions
RevenYou built a dedicated accommodation website using Squarespace.
Incorporating Google Analytics and SEO optimised.
RevenYou built a cost-effective technology network that kept labour costs low:
PMS and Channel Manager with dynamic pricing strategy.
Added appropriate distribution partners to target corporate and leisure bookings.
Implemented a corporate rate strategy that sales could take to prospective clients.
Contracted competitive government rates.
Created a contactless check-in and check-out procedure.
Implemented pre-stay emails and SMS messaging to ensure all arriving customers were prepared for contactless check-in.
Implemented post-stay emails to ensure a constant stream of positive reviews.
Once a clear pricing strategy was in place and distribution networks spring cleaned, the sales and marketing team were onboarded and implemented the following initiatives:
Established social media channels for the onsite team to share regular updates.
Undertook a telephone sales blitz targeting local corporate clients, group business and event accommodation opportunities.
Reviewed the SEO score quarterly to ensure continued increase in website ranking.
Utilised the food and beverage database, together with the growing accommodation database to target direct bookings for new and repeat bookings.
Outcomes
Throughout 2022, the hotel increased ADR by $21 per night and increased top line room revenue by $146.5k.
The new owner is very happy with the results.
Return on Investment Outcome: For every $1 invested in RevenYou, $8 in revenue was generated.
