- 5th July 2019
The Hotel Folk increases online revenue by 30% and reduces OTA commissions by 25% whilst boasting a seamless guest journey and centralised operations.
The Hotel Folk, a group of award-winning luxury hotels and restaurants located across Suffolk, is reaping the rewards of Guestline’s Rezlynx PMS and DBM software. Identifying the need for a scalable, multi-property, centralised system with a real-time online booking platform and a revised direct booking strategy, the group is celebrating increased online revenues, reductions in OTA commissions, improved centralisation and a seamless guest journey.
Each of the group’s six hotels offer a unique style where you can expect wonderful accommodation and dining, including Brudenell Hotel in Aldeburgh, The Crown at Woodenbridge, The White Lion Hotel in Aldeburgh, The Crown and Castle in Orford, The Thorpeness Golf Club & Hotel plus The Swan at Lavenham Hotel.
Following a recent rebrand and launch of new websites, the group required a new booking platform to match their updated brand identity and to drive direct bookings. Since installing DBM on all 6 hotel websites, sales revenue (from rooms and packages) has increased by 30% in the first 6 months and accommodation sales have increased by c.4.5% YOY. Direct booking conversions have escalated due to the platform being simple and easy to use [from a guest perspective] and the hotel has more control over closing out channels. Due to the increase in direct bookings, commissions from Booking.com have decreased by 25% (saving 15% per transaction), reducing the group’s reliance on OTA channels.
David Scott, CEO of The Hotel Folk commented, “We decided to upgrade our systems and we have realised a marked improvement as a result, especially with our online bookings and room revenue. There is no doubt we have achieved a return on our investment and are so happy to have made the change. Anything that helps us free up resources to allow our staff to spend time with guests is a winner in my opinion - the more of that we can do the better and Guestline enables us to do that by being more efficient and automated.”
Guestline’s API integration offers a live feed of real-time pricing for all rooms plus seamless integration to GuestRevu (guest feedback technology) collates reviews on one platform, thus enabling the 6 hotels to effectively respond to guests, identify improvements and reward staff.
Guests can make dinner reservations online when booking, with a third of all restaurant bookings now coming through the websites and any charges processed at the hotel’s restaurants can be billed directly to the guest’s room.
In addition, by running the same PMS, EPoS and tills across the group, there is now the option of seamlessly moving staff across hotels if required. And, the management team at Hotel Folk have complete visibility of the group and individual hotel performances by several variables with the automated (no more manual reporting) end of day information transferred into a Bi tool so the group can take decisive action as a result and react swiftly if necessary.
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