The collection had been trying to move away from the traditional room only bookings to sell more offers and experiences to increase their direct booking revenues. This was proving a difficult challenge for the group and progress was slow.
The shift in the direct booking business and the uptake of the offers and experiences was low, with room only sales still dominating. Their existing booking engine was not converting sufficient direct business and did not provide an enhanced and appealing guest journey to increase the number of offers and experiences sold.
In April 2021 the Robert Parker Hotel collection put their trust in Profitroom to help achieve their commercial business objectives, specifically focusing on their direct booking strategy.
Working collaboratively to optimise their online guest booking journey, Profitroom ensured they showcased their offers and experiences for the highest conversions.
Profitroom also ensured that the right personalised and automated messages were in place along all of the pre and post stay booking touchpoints to enhance the guest experience and increase the loyalty of guests.
Within the Profitroom Suite, the team at Robert Parker Collection were able to access live reporting for the entire group, in addition to viewing properties individually. This is helping to assess demand analysis and inform future marketing decisions and offer and experience creation for each property.
The group has also generated an additional 2,200 prospective guest emails to communicate with, all gathered with GDPR consent via the booking engine.
In just four weeks Profitroom were able to exceed all expectations for the group and were able to demonstrate strong results.
"In just four weeks we have seen the highest sales of our packages/experiences and a long planned focus on reducing the level of BB's has been achieved. This is leading to a positive impact across the group. Our direct business in this short space of time has already risen by over 20% to 60%."
Adam Reeves, Chief Executive Officer, The Robert Parker Hotel Collection
The Profitroom Suite helped to achieve the commercial goals for the group within just four weeks. It will be extremely exciting to see how far the direct business and uptake of packages and experiences will continue to grow.
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