Customer Profile

Rick Stein Group

Rick and Jill Stein opened The Seafood Restaurant in 1975, since then the family run business has grown considerably and now includes eight properties offering accommodation:-

The Seafood Restaurant - 16 rooms
St Petroc’s Hotel - 10 rooms
Rick Stein’s Cafe - 3 rooms
St Edmunds House - 6 rooms
Prospect House - 4 rooms
Bryn Cottage - 1 bedroom cottage
Stein’s at Treone Farm - 3 self-catering properties
Martindale - self catering properties

Challenges:

The group required a more up-to-date management system that would enable them to manage reservations more effectively and profitably.

The team wanted to manage their rates more regularly and set up innovative packages to drive occupancy as well as providing a quick and simple online booking process for their customers.

Solutions:

Benefits:

Higher rates:

By reviewing rates and occupancy more closely, the group can flex their rates and set rules to maximise revenue. The group now set rules on length of stay and can flex the rate during busy periods. They also offer late availability discounted rates when necessary. This has resulted in an increase in their ARR of 5.4% year on year.

Increased online bookings:

Direct online bookings have increased by over 10% year on year with the use of OBM. Online bookings through their own website (the group don’t sell rooms through third party channels) now represent over 40% of total bookings which has reduced the calls and workload for their reservation team.

Improved revenue:

By setting up packages that include upsells such as dinner at one of Rick Stein’s restaurants, signed recipe books and sparkling wine, the group are maximising revenue per booking without the need to discount. It is simple to upload packages and also helps drive occupancy out of season.

Effective reporting:

The group benefit from the simple financial reporting functionality where they can review revenue streams and sales performance and forecast accordingly.

Ability to cross sell across all properties:

By having one central reservation team and one planner for the group’s entire room stock, the staff can sell rooms across all properties and manage bookings from one site. The front desk teams at each hotel then manage the check-ins on site.

Use-friendly system:

The team find the systems user friendly and versatile. When they were first installed, the staff found it was easy to learn all the functionality and they now manage operations more effectively.

We’d had our old system for many years so we were very hesitant to change, but we knew we had to change to help provide a better service for our customers and to help manage our business more effectively.

The Guestline solutions are versatile and even with multiple capabilities, they are easy to manage – I never thought I would love it so much!

Sarah Taylor
Reservations Manager, Rick Stein Group

+10%
online bookings
  
effective reporting
+5.4%
increase in ARR