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Case Studies
Case 1: Private label representation - medium size hotel group
An Asian luxury hotel group previously represented in the GDS and online travel agencies by a luxury marketing and reservation services company desired to find a more efficient means to market its hotels. Roommarketer was brought in to first help define the project objectives and establish the project scope. Once the project objectives were clearly defined, roommarketer developed a customized request for proposal and sent it out to the companies best suited to meet the client's needs. All responses to the RFP were evaluated using weighted criteria to help assign importance to critical needs. A formal recommendation from roommarketer was made, and roommarketer was involved in helping negotiate an agreement that exceeded industry standards on behalf of the client. A comprehensive media plan and critical path were established for the implementation phase, and roommarketer managed the transition from the former vendor to the new one. Regular communication between roommarketer, the vendor and the client ensured that all challenges were quickly identified so that solutions could be developed and implemented. Despite millions of dollars in GDS revenue at risk, a successful transition was made to a new central reservations system.
Net result: The client achieved a 50% reduction in net reservation fees through electronic channels while experiencing GDS growth well above the industry average.
Case 2: Hotel descriptive content analysis and enhancement - medium size hotel group
A European luxury hotel group using a reservations and marketing services company to manage its GDS content desired to drive more revenue through the GDS channel. Roommarketer was retained to perform a complete audit and reconstruction of each property's descriptive and policy information in all four global distribution systems as well as the central reservations system. Using its proprietary process, roommarketer reconstructed all of the information for each property in a manner that maximized the opportunities resident in each system.
Net result: The client reported a zero-based net revenue increase of USD 2.2 million dollars, a 65% increase in GDS room nights.
Case 3: On property distribution analysis - 330 room U.S. city center hotel
A luxury hotel in a major U.S. city center with 330 rooms, 40% group business and 60% transient business was concerned that the transient part of their business was not achieving its full potential. Roommarketer was retained to conduct an educational workshop for both management and key operational staff involved in managing rates and inventory. In addition to the educational workshop, roommarketer also conducted an audit of reservations and revenue management procedures used at the property. As a result of a thorough examination of the property's central reservations system terminal, roommarketer discovered a substantial inventory management error. Roommarketer provided a complete detailed analysis with recommendations that resulted in a transition to a successful new system of inventory management.
Net result: An increase in GDS room nights from 400 to 1,200 per month. This equated to USD 160,000 per month or USD 1,920,000 incremental revenue per year.
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