The challenge: rebuilding without disrupting demand

Bodmin Jail Hotel was not simply connecting a new booking engine.

The hotel's rate and package structure needed to be reviewed and rebuilt, with room types, rate codes and availability aligned across its wider distribution environment.

This meant rebuilding key elements of the hotel's commercial and distribution setup while maintaining an active booking pipeline.

With bookings continuing throughout the migration, maintaining rate parity, availability and a seamless guest booking experience was essential.

Just as importantly, the new setup needed to provide a stronger foundation for how the hotel would manage revenue, drive direct bookings and build longer-term guest relationships.

A collaborative approach to going live

Speed mattered, but so did getting the foundations and strategy right.

Rather than approaching the implementation as a series of separate handovers, Profitroom specialists worked onsite alongside the Bodmin Jail Hotel team, bringing together revenue, distribution and technology expertise.

Together, the teams reviewed the hotel's existing commercial setup and mapped what the future booking journey needed to look like before rebuilding the underlying structure.

Audit and rebuild

Room types, rates and packages were reviewed against the hotel's existing setup and what the team wanted to sell going forward.

The new structure was then rebuilt across the hotel's booking and distribution environment, creating greater consistency and a stronger foundation for direct sales.

Connect and align

Once the new structure was in place, distribution channels were resynchronised and parity checked to ensure rates and availability were aligned before going live to guests.

In total, 18 distribution channels were resynchronised as part of the implementation.

Put revenue strategy at the centre

The implementation was also the beginning of Bodmin Jail Hotel's partnership with Profitroom RevenuePro.

RevenuePro brings specialist revenue management expertise together with technology and data, giving the hotel ongoing strategic support to optimise pricing, distribution and commercial performance.

Crucially, revenue strategy was part of the implementation from the outset. Profitroom's revenue specialists worked alongside the wider implementation team, allowing commercial decisions around rates, packages and distribution to inform the setup rather than being addressed after launch.

Build beyond the booking

The new setup extended beyond revenue management and distribution.

Bodmin Jail Hotel also launched Profitroom Booking Engine 360, Loyalty, Marketing Automation and AI Agent, creating a more connected ecosystem across the guest booking journey.

The result was not simply a new technology setup, but a stronger foundation for attracting, converting and retaining direct guests.

With different workstreams progressing in parallel, Bodmin Jail Hotel went from onsite kickoff to go-live in just seven days.

“

The trust the Bodmin Jail Hotel team placed in us from the outset made a huge difference. They gave us the opportunity to really get under the skin of their commercial setup, understand what they wanted to achieve and work together on the right strategy, rather than simply implementing technology. There was a huge amount of work happening behind the scenes across revenue, rates, packages and distribution, but because both teams were aligned and making decisions together, we were able to move incredibly quickly. Going live in seven days was a fantastic achievement, but for me the real success is that we built the right commercial foundations for the hotel to keep growing from.

Michael Jones Regional Revenue Services Manager, Profitroom

The impact was immediate

The speed of the implementation was quickly followed by commercial results.

From 28 July to 20 August, Bodmin Jail Hotel generated:

376 confirmed direct bookings

£132,720 in gross booking value

Performance also strengthened as the hotel moved beyond its first few days live.

During 28 to 31 July, the booking conversion rate stood at 4.57%, generating £14,651 in gross booking value.

From 1 to 20 August, conversion increased to 5.61%, with another 334 direct bookings and £118,069 in booking value.

The early year-on-year picture was equally positive, with direct performance during the first 21 days reported at 38% ahead of the same period last year.

“

We were impressed by how quickly the whole implementation came together. Having the Profitroom team onsite and working closely with our teams made what could have been a complex migration feel incredibly smooth. To be fully live within seven days was a great achievement, but what has been even more encouraging is how quickly we’ve started to see results, with strong direct booking performance from the very first weeks.

Amanda Harper Director of Hospitality, Bodmin Jail Hotel

Early adoption across the Profitroom ecosystem

The first few weeks have also shown encouraging adoption beyond the booking engine.

Within its first 14 days, 417 guests had enrolled in Bodmin Jail Hotel's loyalty programme, with 14 bookings attributed to loyalty members.

The Profitroom AI Agent also began contributing to direct revenue, generating four bookings from its first four successful offers, worth £2,428 in booking value.

Marketing Automation provides the hotel with the foundation to build longer-term guest relationships through more relevant communication, while personalised offers and vouchers create additional opportunities to encourage guests to book direct.

Together with RevenuePro and Booking Engine 360, these tools give Bodmin Jail Hotel a connected approach to revenue management, direct conversion and guest retention.

Building a stronger commercial foundation

Bodmin Jail Hotel already had strong demand. The opportunity was to create a commercial and technology setup capable of capturing more of that demand directly while giving the hotel greater consistency across revenue strategy, rates, distribution and guest communications.

Rather than treating revenue management, distribution, booking technology and guest engagement as separate projects, the teams worked together from the outset.

The result was a rapid route to go-live, followed almost immediately by strong commercial momentum.

And this is still only the beginning.

7 days to go live.

376 confirmed direct bookings.

More than £132,000 in direct booking value within 3.5 weeks.

Direct performance 38% ahead year on year within the first 21 days.

Ready to strengthen your hotel's direct revenue?

Bodmin Jail Hotel's early results show what can happen when technology, revenue strategy and hotel teams work together from the start.

Whether you're looking to increase direct bookings, strengthen your revenue strategy, improve conversion or create a more connected guest journey, Profitroom can help you build the foundations for sustainable growth.

Talk to the Profitroom team and discover what your hotel could achieve.