Case Study 4: Regional Queensland

Property

Location: Regional Queensland

Type of Accommodation: 4-star Resort Town

Number of Rooms: 41

Opportunity

Family owned for 20+ years, the property had been struggling pre-covid due to a downturn in visitor numbers to the region. Not seeing any direct benefit from the significant growth experienced throughout the area during 2020 and 2021, the owner was referred to RevenYou by their PMS supplier.

RevenYou was brought onboard with the objectives of correcting the hotel’s underperformance; and in conjunction with a new onsite manager, focus on capturing greater market share and delivering similar growth to that being experienced by their direct competitor set.

Actions

RevenYou reviewed the PMS, Channel Manager, and distribution network and implemented:

• Dynamic pricing strategy.

• Added appropriate distribution partners to target corporate and leisure bookings.

• Added a GDS distribution partner.

• Shut wholesale rate channels which were not performing due to closed borders.

• Implemented a corporate rate strategy that sales could take to prospective clients.

• Contracted competitive government rates.

• Implemented pre-stay emails and SMS messaging to ensure all arriving customers were prepared for contactless check-in

• Implemented post-stay emails to generate a constant stream of positive reviews.

  On the development, and implementation, of a new pricing strategy and the refresh of distribution channels, the sales and marketing team undertook the following:

• Established social media channels for the onsite team to share regular updates.

• Local corporate telephone sales blitz targeting new clients.

• Introduced the hotel to corporate travel management companies.

• Undertook a telephone sales campaign targeting group and event accommodation.

• Developed and uploaded a range of packages and promotions to increase the hotel’s offer, and assist with SEO and website ranking.

• Reviewed Google Analytics and actioned change where necessary.

• Trained the onsite manager in the collection of usable guest information data for sales and marketing purposes – using this data to encourage more direct bookings.

Outcomes

• For the 2022 calendar period, the hotel increased occupancy by 29%, ADR by $20 per night and increased gross room revenue by $670k.

• We are now working with the owner at their three other hotels - applying similar, but tailored, revenue management, sales and marketing strategies.

Return on Investment Outcome: For every $1 invested in RevenYou, $24 in revenue was generated