Profiles in Success: Red Jacket Resorts' eCommerce + Upsell Boost Revenue, Guest Service at 7 Hotels
March 12, 2014 1:55am
Maestro ResWave2 Maximizes Profits for Indie Chain with Direct Online Booking, 360 Degree Guest View and Dynamic Yield Management for Optimized Rates
March 12, 2014 - Red Jacket Resorts sells sunny days by the ocean. Its five seasonal Cape Cod resorts offer beachfront accommodations with relaxing outdoor activities that include fishing, golf, bicycling, and whale watching. The company also offers skiing and family adventures at its two New Hampshire resorts in the scenic White Mountains. Red Jacket relies on one centralized system to manage reservations, create dynamic packages, provide online booking, yield manage rates, and handle digital marketing and eCommerce for all seven unique resorts: the Maestro Multi-Property Management system.
Red Jacket Resorts selected Maestro after evaluating six systems over a year's time. "We wanted a system that strengthened Red Jacket's personalized service and guest recognition while it optimized rates for all resorts," said Vice President Kenneth Smith. "Maestro Multi-Property with its excellent digital marketing, direct ResWave2 booking, and a fully-integrated database was the best system. We manage all our properties on the Maestro Multi-Property PMS."
NORTHWIND-Maestro PMS provides the Maestro™ Enterprise Property Management hotel software and reservation 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.
Maestro drives demand, converts package-driven booking to increase revenue
"Our Cape Cod resorts are seasonal, so we have to maximize occupancy while they are open," said Smith. "The Maestro Multi-Property Management System plays a large part in their success. We rely on its online digital marketing and eCommerce capabilities to create demand. We convert that demand with Maestro's ResWave2 online booking engine with integrated dynamic yield management.
Our northern Mountain View and Fox Ridge resorts are year-round properties that are more package-driven for each season. We manage their online package booking and oversee their operations with the same Maestro system. The result is that we have a valuable database of all Red Jacket's guests to support our loyalty programs and targeted promotions."
Personalized digital marketing promotions boost guest response
Red Jacket attracts guests from across New England, with most driving to its resorts from Boston and southern Maine. The company mines its fully-integrated Maestro database to create eCommerce and digital marketing that attracts guests with personalized email promotions. "Our digital marketing email promotions are effective because they target guest's activity preferences and favored activities from Maestro's guest database. Maestro's Guest History database is the best we have ever used," said Smith.
"Guests respond to our promotions because the offers are personal. They can reserve directly from our promotion emails or book online with Maestro ResWave2 booking engine. Direct booking is convenient and reduces our cost per booking." Maestro optimizes rates for all Red Jacket Resorts properties online channels and in its reservation office.
Streamlined online process cross-sells properties, encourages guests to 'book now'
"Cross selling our Cape Cod resorts seamlessly is essential to guest satisfaction - and our bottom line," Smith said. "We have several oceanfront resorts and we use Maestro to cross-sell them like they were one property." Red Jacket has so many unique resorts and room types; it turned to Maestro to simplify its online booking process. "Maestro's ResWave2 booking engine lists each room with photos and full descriptions so guests can instantly click the 'book now' button as soon as they see what they like. They can upgrade themselves based on the photos and pick the best room for their family. This makes booking easy and increases occupancy."
Red Jacket maximizes revenue and centrally optimizes rates in real time for all its properties and packages by room type, demand fluctuation, and date. "Maestro does a great job of dynamically rate-optimizing our packages by rate plan while enabling guests to upsell themselves by adding amenities," said Smith. "We use Maestro every day to yield manage our Cape Cod resorts during our 10-week season."
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.
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