Tewkesbury Park is a family-owned hotel, golf and leisure resort situated just off junction 9 of the M5, 15 minutes from central Cheltenham & Gloucester.
With 93 bedrooms, 3 restaurants and full leisure complex they have just undertaken a £4m, two year renovation project which has transformed the hotel into one of the region’s finest boutique hotels. Works will continue into 2017.
Their old technology set up was crucially in need of a complete overhaul.
After reviewing the revenue and sales streams, it was evident the hotel weren’t maximizing their potential and needed a system to help them drive revenue opportunities.
There was an overall lack of integration and automation in their old systems. They had a disjointed set up of distribution (managed by a third party channel manager) and database management, which wasn’t automated and mainly generated bookings from two core OTAs.
They also needed to upgrade their EPoS system and get a new, mobile-enabled website.
To get the full suite of solutions from one company was a huge bonus. The automation of processes has reduced man hours and the new systems have improved the structure of staff roles within the hotel.
Increased Revenue by 30%:
The systems allow the hotel to analyse their business carefully and identify profit opportunities. As such, they have been able to maximise total revenue potential from non-residential sales and increase spend per guest through setting up special offers and packages which is a quick and easy process.
The systems need to be able to accommodate and adapt to the hotel’s future growth plans as they want a system that will last them at least 10 years.
They are currently building a £2m conference and events suite so the bookings and organisation of all their events, functions and weddings will now be easily processed through the system.
Increased Direct Bookings:
The hotel is now attracting more direct bookings compared to the previously dominant OTA bookings due to the slick online booking platform and online offers being advertised and promoted.
The advanced channel exposure is also providing the hotel with the ability to have a dialogue with new guests and has helped the hotel achieve a larger marketshare.
Slicker Events Process:
Previously relying on a paper-based system, the events team are now more professional and organised with their new conference and banqueting software which helps them drive enquiries, manage events and boost revenue streams.
Professionally Designed Website:
The website is not only mobile enabled (a ‘necessity’ for today’s traveller) but it has a bespoke, modern design that perfectly reflects the style, brand and personality of the newly renovated hotel and all its facilities.
Increased Online Sales:
The website is performing much better as online sales of rooms and packages have increased. It is easy to navigate and has a quick and simple booking platform that displays live availability across the entire week. The hotel can set up special offers in minutes and have structured rate plans so they can clearly analyse the best performing rates and packages. They can easily track success or address areas of concern accordingly.
Control Over Web Content:
The team have more control over the content and analytics of their own website as they no longer have to rely on a third party web agency to make minor amends and review results.
UK Support and Development :
The hotel relish the fact that Guestline’s Support department is based in the UK and easily contactable. The Support staff understand the system and can offer help and assistance wherever needed, most often resolving the query instantly, over the phone.
PCI Compliant Payments:
Guestline’s payment gateway provides guests with a safe and secure payment platform on which to book and pay.
The Guestline systems are cost effective and proving to be great value for money. The systems work hard for us and do the job efficiently, during all hours of the day!
We have a close and productive partnership with Guestline who keep in regular contact, offering us guidance where they think it’ll benefit us the most.
They are a British company and are flexible and adaptable enough to respond to changes in the market place and advise us on our needs. The processes all need to be linked together and work – especially online. I feel confident that with the new systems, we are now maximising all available revenue streams and with constant live availability we are always providing a sales platform any time of the day.
Most importantly we are provided with useful decision making data which will help in the future. Guestline also offered access to advice and support which other vendors could not.
The new website has also helped widen our appeal and change perceptions which was a huge aim of ours after our refurbishment and with a fully editable CMS, we will be able to continually keep the site on-brand and up–to-date without additional agency fees.
Increased direct bookings
Increase in revenue