Distribution Solution from TravelCLICK
Case Study: Kapalua Villas Increases Website Bookings and Web ADR
|CHICAGO – (April 20, 2006) The Kapalua Villas is part of Maui
Land & Pine, Maui’s largest property owner. Along with white-sand
beaches and world-class golf and tennis, the 23,000-acre resort offers
over 20 unique shops and restaurants. In 2005, it was named among
the Top 25 Hawaii hotels by Travel + Leisure magazine.
“We experienced immediate results after implementing iHotelier,” Dean Yamashita, Director of Sales and Marketing at Kapalua Villas. The case study below illustrates how this luxury resort used an integrated distribution approach combining advanced reservations technology and market intelligence to increase web site bookings several times over.
A development company, Kapalua Villas’ focus is on growing investors’ asset values. As part of its strategy, the company sought to increase direct consumer business with an online booking solution that could communicate the essence of its guest experience. On the GDS, the company’s goal was to win back its fair share of business within the local marketplace. It was also important to Kapalua Villas to partner with a company that could provide local, tactical support.
Kapalua Villas implemented an integrated distribution solution from TravelCLICK including the iHotelier Central Reservation System (CRS), electronic marketing programs and several market intelligence services. Together, the solutions create a powerful combination of knowledge and technology to drive revenue.
The iHotelier CRS featuring its advanced booking engine, OneScreen, suited Kapalua Villas’ need to feature its guest rooms online with rich room photography and captivating descriptions. The booking engine creates a fully interactive guest shopping experience by simultaneously displaying rates and inventory. iHotelier's dynamic packaging component enables Kapalua Villas to creatively merchandise the property’s golf and tennis packages, beach views, as well as other amenities and services. Plus, the group booking interface enabled the resort to target lucrative group business and drive incremental revenues. Kapalua Villas takes advantage of pay-per-click technology to drive online traffic to their web site.
In addition, the iHotelier CRS allows the company to manage its GDS inventory easily and efficiently. Kapalua Villas also utilizes travel agent marketing to target agents that are actively booking travel in Hawaii, ultimately building brand awareness and growing market share.
The use of ChannelManager to push rates and inventory on to travel sites rounds out the company's distribution efforts. To complement these efforts, Kapalua Villas relies on TravelCLICK’s competitive reporting tools as a key part of its planning. With TravelCLICK’s rate shopping tool, RateVIEW, the resort monitors rate parity, best rate guarantees and competitor pricing. FuturePACE shows changes in projected market demand, while Hotelligence highlights the hotel’s position on rate and availability compared to its competitors. All of the data products are used together to give a holistic view of the competitive environment and to drive the resort’s pricing and revenue management strategy.
Kapalua Villa’s results were dramatic. After implementing the iHotelier CRS in June 2005, the resort experienced immediate performance improvement: a 620 percent increase in average monthly website revenue and a 417 percent increase in GDS. At the same time, website average daily rate (ADR) increased 45 percent while other retail channels were up only 5 percent. One Screen yields higher rates because guests can easily search availability, buying the category that fits their needs rather than cheapest price. Guests also reported that it was easier to book using the OneScreen booking engine. With the growth in revenue delivered by TravelCLICK solutions, Maui Land & Pine now considers Kapalua Villas the top performer in its portfolio.
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|Web Marketing Association Awards TravelCLICK iHotelier Website Booking Engine with 2006 Best Interactive Application for Hotel and Lodging Industry / April 2006|
|Major Hotel Chains Grow Internet Reservations 26.8 Percent in 2005 / March 2006|
|TravelCLICK Names David Marshall Chief Architect; Industry Veteran to Advance TravelCLICK’s Hotel Revenue Delivery Platform / March 2006|
|The Ritz London Selects TravelCLICK iHotelier as Its Central Reservations System; Website Booking Revenues Up 44% / March 2006|
|TravelCLICK Showcases Integrated Distribution Solutions for Hotels at ITB Berlin; International Casinos and European Estates Alike Choose the iHotelier CRS / March 2006|
|Travelocity and TravelCLICK Collaborate to Provide Data for Rate Shopping Tool / February 2006|
|Shutters on the Beach and Hotel Casa del Mar Select TravelCLICK’s iHotelier CRS for Enhanced Website Booking Solution; Cutting-Edge Booking Engine Complements Website Branding, Increases Online Revenue and Enhances the Guest Experience for Luxury Independent Hotels / February 2006|
|Best Western International Partners With TravelCLICK; Hotel Chain Endorses TravelCLICK’s Hotel Solutions including Competitive Intelligence, Travel Agent Media and Preferred Placement Products / February 2006|
|TravelCLICK Launches International Call Center Supporting iHotelier CRS Customers Worldwide / January 2006|
|Ireland’s Carton House Selects TravelCLICK for Central Reservation System Solution / January 2006|
|TravelCLICK’s iHotelier Selected by The Island Hotel Newport Beach for Central Reservation System Solution / December 2005|
|TravelCLICK Distribution Management Solution Supports Multiple Pricing Layers Across Major Distribution Models / December 2005|
|Sabre Travel Network and TravelCLICK Launch Enhancement to Hotel Spotlight; New Precision Path Analytical Tool Now Available / November 2005|
|TravelCLICK Acquires Vantis International Corporation; Vantis Customers Gain a Full Range of Revenue-Building Reservations and Decision-Support Solutions / October 2005|
|TravelCLICK, Amadeus, Galileo, Sabre and Worldspan Join Efforts to Help Hurricane and Earthquake Victims / October 2005|
|TravelCLICK Announces Call For Entries for The 2005 E-Marketer of the Year Awards / September 2005|
|TravelCLICK Names New CFO and CIO / September 2005|
|BTG-Jianguo Hotels and Resorts Selects TravelCLICK’s iHotelier Central Reservation System / August 2005|
|Wynn Las Vegas, Chicago Convention and Tourism Bureau Select TravelCLICK’s iHotelier CRS Platform / June 2005|
|TravelCLICK Names Robert Post as President and Chief Executive Officer / May 2005|
|Accor North America Hotels Selects TravelCLICK’s ChannelManager / April 2005|
|Major Hotel Chains Grow Internet Reservations Over 22% in 2004; Brand Websites Increase Volume of Reservations Over 31% / April 2005|
|Major Hotel Chains Grew Internet Reservations by 24% 2004 YTD; TravelCLICK Reports eTRAK Results from 30 Leading Brands / January 2005|
|TravelCLICK Expands Commitment to iHotelier / August 2004|