Profiles in Success: Online Packages, Guest Engagement, Mobile Strategy Reward Independent Operator
January 28, 2014 4:42am
Lodging Hospitality Management Launches New '2-Click' Micro-Visual Website; Increases Direct Booking and Revenue with Maestro ResWave Dynamic Packages, Social Media Links, Mobile Reservations, and More
January 28, 2014 - Lodging Hospitality Management (LHM) thought that its two independent properties had solid, interesting websites. Until they looked at the numbers.
LHM operates 17 hotels in the St. Louis area. It knows how to run both chain properties and independents. Along with its Hilton, Sheraton, IHG, and Choice flags, it operates two luxury indies, The Cheshire and The Seven Gables Inn.
"We have these unique boutique properties in St. Louis, so we filled their websites with colorful stories about the hotels. We thought guests would be interested and engage with us; but that was not the case," said Todd Hotaling, LHM's Corporate Director of Revenue Management. "We evaluated the metrics last year and found we were not getting the eyeballs." LHM just powered up two new sites that are completely different. "We want to engage guests so we went micro and visual. The new sites leverage NORTHWIND's Maestro ResWave web booking system to drive guest engagement and reservations, rather than just display interesting content." NORTHWIND provides Maestro™ Enterprise Property Management hotel software solutions for the industry's leading independent hotels, resorts, and multi-property groups. Click here to learn more about Maestro's solutions for profitability and productivity.
"Our objective was to have visitors book reservations, and I wanted a two-click process," Hotaling said. "We use the ResWave booking engine to accomplish this." LHM worked with NORTHWIND to build ResWave into the new website design to accomplish its booking objective for reservations, packages, and group contracts. "Visitors want to see our rooms and amenities. ResWave engages them with booking buttons directly on attractive room photos. If you see a room you like, just click on its image to book." Hotaling noted that visitors need confidence they are booking with the property, not a 3rd party company. LHM also benefits from not having to pay OTA fees thanks to direct web booking.
The keys to online success: Inspiration, search, validation, and booking
"We studied how people engage with us to book a room. We found four booking-decision steps: inspiration, search, validation, and booking. Maestro helps us communicate with people in all these stages to drive bookings," Hotaling explained.
Mobile capability and social media booking engagement also play a large part in LHM's new online strategy. "Guests do business via mobile today. ResWave is mobile optimized, and this drives bookings by making it easy to search and reserve from a smartphone. We also have direct web booking capability on our social media sites," said Hotaling. "Facebook and Twitter are the two most important social media channels for our hotels. Maestro helped us build integrated booking links into our social media pages. We regularly engage in conversations about our properties, and visitors can use ResWave's 'book-it' button without leaving the site."
Online packages are also a good revenue source for LHM. "There are two stages to buying packages. Guests make the purchase decision first, and then add amenities. ResWave supports this process very effectively," Hotaling said. "ResWave provides an easy package booking process and enables guests to purchase package add-ons anytime after they book. We visually display revenue-generating amenities, like chocolate strawberries, and guests add them. To increase RevPAR, we engage guests with pictures and room upgrade verbiage in ResWave. Offering amenity choices gives guests the power to create a richer stay."
LHM saw that many guests book packages far in the future and confirm their booking as the arrival date gets closer. "We use our Maestro property management system to engage guests with automatic email reminders and amenity offers that link to our booking engine," said Hotaling. "Our properties have four excellent outlets and ResWave makes it easy to offer discounted dining reservations as package amenities. Engaging guests with personalized communications is very effective. We position our amenities with their benefits. For example, a complimentary breakfast saves time and provides convenience; it is not just free food. Benefit messaging works and the package add-ons drive ancillary revenue at our properties through ResWave."
For a demo of the Maestro Property Management Suite featuring the ResWave Booking Engine, please contact NORTHWIND at 1.888.667.8488 or email firstname.lastname@example.org.
Exchange ideas and connect with NORTHWIND on:
boutique hotel software
Contact: Ivana Johnston - Sales & Marketing
905-940-1923 Toll Free: 1-888-667-8488
Contact: for Media: Julie Keyser-Squires, APR Softscribe Inc.
Maestro PMS Localised Capabilities, International 24/7 Support Wows UK Clients
Texas Strong, Houston Hotel Operators Still Keeping Doors Open to Support Hurricane Harvey Relief Efforts
Aptech's PVNG Web-Based Enterprise Accounting Goes Live at 2 Hotel Companies
Maestro PMS at HX in New York: Full-Service & Multi-Property Independents Get Powerful Mobile & App Based Profitability Tools
Maestro PMS Delivers Savvy Mobile Strategies that Enrich the Guest Journey from Direct Booking to Check Out
"Our Operation Is Effortless and Guests Feel It" - Success Stories By Maestro PMS Clients from Large Scale Resorts to Boutique Indies
Aptech's Execuvue® Delivers Next-Day Portfolio Analysis for Multiproperty Operators
Maestro PMS Integrated Guest Loyalty System Gives Independent Property Groups A Brand Loyalty Advantage
The Power of Integrated Back Office Solution for Hotels and Hotel Chains
Maestro PMS Integrates with Listrak Digital Marketing to Increase Bookings, Guest Loyalty
Maestro PMS Earns Repeat Business from Clients with Growing Portfolios
Use This Technology to Ensure a Seamless Post-Stay Guest Experience
Maestro PMS eLearning Simplifies Training, Boosts Staff Productivity for Independents
Three Hotel Companies Select Aptech PVNG Enterprise Accounting
The Common Online Guest Journey Begins With Only a Room Booking - Maestro PMS Offers Deeper Engagement with Integrated Online Spa and Activities Booking for Independents
HITEC News: Maestro PMS Adds Integrated Digital E-Signature Reservation and Sales & Catering Contract Execution to List of 600+ Supported Interfaces
Top Hotel Management Company Implements Aptech’s Execuvue® Business Intelligence System
Why Do Companies Give up on Customer Service as They Grow?
Glacier House Hotels Installs Aptech’s PVNG Web-Based Enterprise Accounting
Maestro PMS Brings Newest Cloud, Tablet, Mobile Solutions for Independents to HITEC
Please login or register to post a comment.