F E AT U R E A R T I C L E
in hand, revenue managers can identify guests who are
not only repeat customers but they can now use the
right automated data to identify those with higher
check values in the restaurant, high-rolling gamers,
guests who consistently book full-day spa treatments,
or those that are regular shoppers in the retail shops.
Using Technology to Increase Revenue
Forward-thinking hoteliers begin to build relationships
from the moment a guest steps foot on their property, and
that is where a loyalty program can give them an edge.
More and more brands are offering consumers the ability
to create detailed guest profiles that include itineraries,
interests, and preferences. Information retrieved from
online profiles can, in turn, be used to drive revenue.
Marketers will have access to the data they need to target
high-value guests, and booking agents will have the
background they need to deliver personalized offers based
on a guest’s history. Incentives like discounts at on-
property retail shops, restaurants, or the spa can help
build loyalty and generate repeat business.
In an increasingly digital, data-centric business,
hoteliers can leverage a consumer’s reliance on digital
technology by aggregating every piece of intelligence
they can. Arming operations staff with that
knowledge will help them anticipate a guest’s needs
and offer a more intimate, tailored level of service.
It’s important to reward high-value guests with
actions while they’re on property. Recognize them by
name when they check in and remember the pillow
they like. By offering extras like exclusive access
to concierge floors or cocktail hours for booking
directly, guests receive the elevated experience they
want. Hoteliers want to offer those perks to the most
profitable guests, and if they are going to accomplish
this goal, revenue management, sales, and marketing
need to be in synergy. If the people in operations can’t
execute during the guest’s stay, they lose a significant
opportunity to strengthen loyalty, and might just send
the guest right back to shopping OTAs.
Positioning for Success
Business Intelligence is also valuable in assessing a
property’s current position in the marketplace and
highlighting opportunities for gaining a bigger piece
of the pie. Analyzing the data can help revenue
managers quickly identify trends, more accurately
forecast demand, and proactively optimize pricing,
all while offering insights into strategies that can help
increase revenue and accelerate hotel growth.
The Westgate Las Vegas, a long-standing Rainmaker
customer, has been using revintel at their property since
2016. Geno Iafrate, President & General Manager of the
Westgate Las Vegas, explains the importance of having
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connected systems to gather information. “We have a
multifaceted business that requires a keen and detailed
understanding of every area at every level. This is of the
utmost importance in our revenue management practices,
as it helps us to both forecast accurately and to turn the
data that the system provides into actionable strategies. To
get the granular level view of the integrated data we need,
a seamless and solid integration between our PMS, our
RMS and all other systems relevant to the process is a
critical factor.”
Revenue managers have access to a mountain of
relevant information to help them analyze, monitor and
evaluate their property’s performance. Examining the
competition is important, but it’s not everything. Each
hotelier must design an attainable set of metrics to evaluate
their own success. BI data can offer insight into both past
performance and future expectations. Revenue managers
can use analysis and tracking to compare metrics year-over-
year and then weigh in guest and employee satisfaction,
social media scores, and staff retention levels. After
crunching all those numbers, what is the bottom line?
When the revenue is climbing and there are rooms
available for the most valuable guests, they know they are
measuring and acting on the right data points.
In an increasingly diverse and rapidly growing
marketplace, the most important competitor for any
given property might just be the property itself. It is all
too easy, even natural, to focus on the competition.
However, a smart marketing intelligence tool, along
with an integrated revenue management system, can
help you monitor and account for your comp set. Once
the right tools are in place you can focus that time on
making better decisions based on actionable data that
reveals what’s working and what’s not within your own
property. Revenue managers must ask the right
questions and measure what matters. This is key to
understanding guest behavior and getting actionable
data to make better decisions. Using automated tools to
analyze data, revenue managers can intelligently
determine whether it’s time to tweak the business model
or make a change in strategy.
Rainmaker’s revintel is the industry’s top business
intelligence tool. The insights coming from revintel
help properties all over the world understand the
pulse of their business and guide decision making
processes so that they understand not only what
makes their property tick, but also the why behind it.
Learn more about Rainmaker’s revenue
optimization tools, including
the industry’s top business
intelligence tool, revintel at
www.letitrain.com