Customer Profile

Adnams Brewery

Established in 1872, Adnams Brewery has an estate of over 50 pubs. They also own and run a number of hotels across Suffolk and Norfolk:

  • The Swan - Southwold
  • The Crown - Southwold
  • The White Horse - Blakeney Quay
  • The Brewer’s House (self-catering) - Southwold
  • Pinkney’s Lane (self-catering ) - Southwold


To achieve operational consistency, the group wanted to have just one system across all of their hotels to help them increase occupancy, drive rates and streamline operations across sites.

Adnams initially installed Rezlynx PMS at The Swan Hotel in Southwold. After experiencing the benefits of the system and seeing improved results, they decided to implement Guestline solutions across all properties.

Their aim was to have a single central reservation team to manage bookings across all the hotels and access the various sites’ databases from one location.

The group also wanted to improve reporting and analysis across the hotels to give them further insight into operations to help them make strategic decisions.



Simplified rate management: 

Various rates and rules have been implemented to drive occupancy and ARR during off-peak periods, to reflect seasonal fluctuations, days of the week, school holidays and promotions.

Effective reporting:

It is easy to view sales and revenue across the group to ensure they are on target. There is an option to review rates, adjust budgets and forecast costs and expenditure accordingly. Rezlynx dashboard gives everyone a useful overview of each of the hotel’s bookings and their performance.

Improved accountability:

It is easier to track sales at each site and monitor trends across the group.

Ability to cross sell across all properties:

By having one central reservation hub, staff can sell rooms at other locations if the intended hotel was full. This has helped drive occupancy across the entire group.


Through LANsync, data can be extracted from Rezlynx and uploaded into their CRM system and other management tools to analyse data and carry out direct marketing activities.

Limited manual inputting:

The amount of manual inputting has been reduced. The check-in process is quicker and easier for the Front of House team who can process a guest's arrival more efficiently.


The group can manage food and beverage sales in their pubs and restaurants more effectively, with sales being automatically posted to a hotel guest’s folio.

Special offers:

It's simple to upload packages to drive revenue and awareness for events and promotions.

The reporting function is really useful for me when forecasting and analysing data. Rezlynx is a very user friendly, intuitive system - there was no need for in-depth training across all sites. The Support team are also helpful and prompt in answering our questions.

Yvette Geary
Finance Administrator

effective reporting
improved efficiency
excellent support