Case Study  ·  Hospitality Technology

How Chatrium took control of their digital front door

Thailand  ·  Myanmar  ·  Japan

Watch the case study See the results ↓
+293%Avg Transaction Value per User
+149%Session Conversion
−55%Bounce Rate
+50%Avg Transaction Value
+46%Engagement Rate
+69%Views per Session
Watch the case study

The transformation, in their own words

Supasin Limcharoen (Director of Data Analytics, Chatrium), Marisa Nolan (Regional Director APAC, Profitroom), and Leigh Engelbrecht (Regional Customer Success Manager, Enterprise, Profitroom) share what the partnership looked like from both sides, and what the results meant in practice.

Chatrium Grand Bangkok Lobby Lounge
The Decision

Why Chatrium chose one partner over many vendors

Bangkok's luxury market doesn't forgive fragmented technology. Neither does Chatrium.

Operating properties across Thailand, Myanmar, and Japan, Chatrium had a clear choice: keep piecing together separate vendors for website, booking engine, CRM, and loyalty, or build a unified ecosystem with a single strategic partner.

They chose integration. And deployed Profitroom's complete platform across every market.

Thailand Myanmar Japan Multi-property
The Challenge

Three problems that were costing Chatrium control

Booking engine from one vendor. Channel manager from another. CRM from a third. Each system worked in isolation, none communicated. Data lived in silos, guest information was scattered, and revenue managers couldn't see the complete picture.

01

Data in silos

Guest information scattered across disconnected systems. No unified view of booking history, preferences, or loyalty status. Revenue decisions made on incomplete data.

02

Staff as system administrators

Teams spending up to three hours per property per day on manual updates, data reconciliation, and platform switching, time that should have gone to guests.

03

Revenue left on the table

Loyalty members received generic communication. Corporate rates required manual verification. Package upsell was inconsistent across channels and properties.

"We were managing multiple systems that didn't communicate. Our teams were spending hours manually updating information, and we were missing revenue opportunities that should have been captured automatically."
Supasin Limcharoen  ·  Director of Data Analytics, Chatrium Hotels & Residences
The Solution

Six Profitroom products. One connected platform.

Chatrium implemented Profitroom's platform across Thailand, Myanmar, and Japan, replacing fragmented vendors with a single connected system where every component shares data in real time.

01 · Booking

Booking Engine 360

Seamless checkout with dynamic package presentation and real-time availability. Mobile-first, conversion-focused from first click to confirmed reservation.

02 · Website

Conversion-Optimised Website

Built to turn browsers into bookers. Rich content, fast load times, and the technical foundations that help AI find and recommend the property.

03 · Offers

Personalised Offers

Turn offline enquiries into bookable online proposals instantly. Hotel teams send guests a tailored stay offer with a clickable booking link before the conversation even ends.

04 · Packages

Extras

Sophisticated bundling that surfaces experiences at the moment guests are most ready to buy, driving transaction values, not just room nights.

05 · Loyalty

Loyalty Programme

First-party guest data owned entirely by Chatrium. Personalised communication, lasting relationships, and re-acquisition without paying OTA commission.

06 · B2B

Corporate Connect

A dedicated B2B portal for negotiated rates. Corporate bookings processed automatically, no manual verification, no rate discrepancies.

The power
of integration

When the website converts, the booking engine captures, and loyalty builds the relationship, every moment in the guest journey becomes an opportunity. From first click to post-stay, that's what one connected platform makes possible.

"We weren't looking for multiple vendors. We were looking for a strategic partner who could deliver a complete ecosystem. When everything works together seamlessly, you can focus on optimisation rather than integration."
Supasin Limcharoen  ·  Director of Data Analytics, Chatrium Hotels & Residences
The Results

Six metrics. All moving in the right direction.

Results measured across all Chatrium properties at 12 months post-implementation, with the partnership continuing to compound.

+293%Average Transaction Value per User

Guests aren't booking rooms, they're booking experiences. Packages and add-ons became the norm, not the exception.

+149%Session Conversion Rate

The website went from digital brochure to booking machine. More visitors completing their journey to a confirmed reservation.

−55%Bounce Rate

Visitors who arrive now stay and engage, drawn through an experience designed to convert at every step of the journey.

+50%Average Transaction Value

Higher-value bookings across the board as the platform surfaces packages and upsell at the right moment in the journey.

+46%Engagement Rate

Guests spend more time in the booking journey, exploring packages and experiences before confirming their stay.

+69%Views per Session

Deeper browsing patterns and stronger package engagement throughout the consideration and booking phase.

"When we saw transaction value per user increase by 293%, it validated our entire approach. Guests aren't just booking rooms, they're engaging with packages and experiences. The integrated system makes that seamless."
Supasin Limcharoen  ·  Director of Data Analytics, Chatrium Hotels & Residences
Operational Impact

What changed for the Chatrium team

Within six months of implementation, manual workarounds had largely disappeared. Within a year, the operational transformation was as significant as the commercial results.

"Our team went from managing systems to managing strategy. Now we focus on what actually drives revenue: optimising packages, refining pricing, improving the guest experience."
Supasin Limcharoen  ·  Director of Data Analytics, Chatrium Hotels & Residences

Staff efficiency

Around three hours per property per day previously spent on manual updates and data reconciliation, now redirected entirely to guest service and revenue optimisation.

Real-time visibility

Complete, unified view of guest behaviour across all properties. Real-time dashboards replaced the fragmented reports that previously required manual compilation.

Strategic independence

Reduced OTA dependency through stronger direct booking performance. Guest data owned entirely by Chatrium, enabling genuine long-term relationships.

Faster decision-making

Pricing changes, package adjustments, and promotional responses now take minutes, not days. Integrated data means revenue managers can act on insight immediately.

Chatrium Grand Bangkok Guest Room
The Partnership

From implementation to optimisation. A partnership that compounded.

"The transformation has been remarkable, they quickly mastered Profitroom, supported by its user-friendly platform, online training resources, and dedicated support team. This allowed them to focus on strategy from the start and fully optimise their website and booking engine from go-live."
Leigh Engelbrecht  ·  Regional Customer Success Manager, Enterprise, Profitroom
"Across Southeast Asia, I speak to hotel groups every week who are dealing with the same fragmentation Chatrium faced. Their story is a blueprint. The technology isn't the hard part, the decision to commit to one integrated approach is. Chatrium made that decision, and the results speak for themselves."
Marisa Nolan  ·  Regional Director APAC, Profitroom

Leigh Engelbrecht, Regional Customer Success Manager (Enterprise), guided the Chatrium team from implementation through to ongoing optimisation. Marisa Nolan, Regional Director APAC, led the partnership from the outset and continues to work closely with the Chatrium team across Thailand, Myanmar, and Japan.

Scaling Success

Chatrium Rawai Phuket: deploying a proven system from day one

With results established across Thailand, Myanmar, and Japan, the integrated platform now provides the infrastructure for Chatrium's next phase of growth.

In 2026, Chatrium launches Chatrium Rawai Phuket, their first full resort property. Rather than spending months building new technology infrastructure, they'll deploy their proven ecosystem from day one.

"For Chatrium Rawai Phuket, we're deploying a system we've already proven. The infrastructure that delivered these results is ready to scale from day one, that's a significant competitive advantage."
Supasin Limcharoen  ·  Director of Data Analytics, Chatrium Hotels & Residences
Chatrium Rawai Phuket
Chatrium Rawai Phuket Opening 2026  ·  First full resort property
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About Chatrium Hotels & Residences

Thailand · Myanmar · Japan

Chatrium Hotels & Residences is a premier independent hotel group based in Bangkok, Thailand, known for its luxury, tailored comfort, and warm, personalised Thai hospitality. Founded in 2008 by City Realty Co., Ltd., the group focuses on providing remarkable experiences across its portfolio of city hotels and serviced apartments in Thailand, Japan, and Myanmar.

About Profitroom

Integrated technology for hotels worldwide

Profitroom provides integrated technology solutions for hotels worldwide. Trusted by over 4,500 hotels across 50+ markets, our platform combines website, booking engine, packages, CRM, loyalty, and distribution into one seamless ecosystem, giving hotels the tools to own their guest relationships and grow direct revenue.

Profitroom × Chatrium Hotels & Residences

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