09 April, 2018
Revenue up by 21% for award winning Bryn Meadows Hotel using Guestline
Bryn Meadows, a leading golf and spa hotel in South Wales, has increased revenue by 21% year on year using Guestline’s cloud based property management system, Rezlynx.
The team at Bryn Meadows wanted one fully integrated solution that could provide an overview of multiple applications and systems. The business had outgrown its previous system, which could not provide them with the functionality they now required, and overseas support was proving impractical and long-winded.
Opting for Rezlynx PMS, Advanced Conference and Banqueting manager, EPoS, Online booking manager, Channel Manager, Online ticket sales and integrations to Blue Runner (loyalty) and Prem Core (spa and leisure), provided the team with one platform on which to manage all day to day operations whilst improving processes and driving additional revenue.
We moved across to Guestline’s Rezlynx PMS in April 2017 and all the team especially loved the conference and banqueting module, especially the delegate booking procedure. This enabled us to co-ordinate over 7,500 covers successfully and have the most successful month to date with regards to bookings and sales revenue.
Rate management is now a simple and automated process, which has accounted for a 13% increase in average room rates and higher occupancy. This in turn has driven guest spend across the resort which has attributed to an increase in yield of 21%.
The systems give us more transparency of sales performance to indicate where we need to direct our resources and make improvements, which again helps to influence targets and revenue.
Cerys John, Sales & Marketing Manager at Bryn Meadows
During 2017, revenue increased by 21% through a combination of effective rate management, non-residential sales and increased spend per guest through setting up special offers and packages. The hotel has implemented multiple strategies since installing Guestline’s online booking module (on the hotel website) which, along with the Price Assure module (which assures bookers of the best rate when booking direct), has resulted in their OTA commissions bill being reduced by 30% over the last year. During high occupancy, they can also set higher rates on OTAs and flex the base rate to ensure their own website offers the most competitive price.
For OTA bookings, the hotel staff are encouraged to capture the guest’s email address during their stay. The hotel then send a post stay email to guests with a 10% discount code or promotional package (or similar) when they re-book. They also send them a reminder email a year later to promote the wide range of spa/golf breaks and facilities on offer at the hotel to encourage the guests to come back, direct!
Bryn Meadows, is one of the top destinations for events, spa breaks and golf breaks in Wales, comprising of 42 bedrooms, extensive leisure and spa facilities, a 18 hole championship golf course, sports bar, restaurant plus conference, event and wedding function rooms.
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