Big Data BI from PMS Helps Independent Hotels Increase Revenue

| April 21, 2014

Independent operators have to work harder and smarter than their franchised comp set. One of their secret weapons is NORTHWIND-Maestro PMS technology solutions that help independents increase revenue with more effective marketing and revenue management. The Maestro Enterprise Property Management hotel software suite is the industry’s leading solution for independent hotels, resorts, and multi-property groups.  
 
Vintage Hotels operates six boutique resort properties on one Maestro Multi-Property PMS with centralized Yield Management and Analytics Business Intelligence (BI). Vintage Hotels uses Maestro Yield Management to optimize revenue by implementing effective rate strategies. Maestro Analytics employs Big Data analysis that enables operators to create highly effective marketing promotions and targeted email campaigns that boost demand. These tools combine to increase revenue based on smarter business decisions. Vintage Hotels has four unique and luxury properties in Niagara-on-the Lake, Ontario, Canada, one in Caledon and its newest property in the town of Stratford.
 
Vintage Hotels uses Maestro Yield Management to optimize rates based on factors that include past performance by date, booking pace, seasonal trends, and changing factors that impact demand. Vintage Hotels also holds weekly production & forecast meetings to assess property performance based on data from its Maestro Analytics Business Intelligence module.
 
Big Data analysis is essential to optimize hotel company performance
It is essential that a multi-property company leverage ‘Big Data’ with a BI system like Maestro Analytics. Vintage Hotels data-mines performance information to monitor best-selling rates, most valuable markets, trending guest origins and other factors. Operators measure revenue by market for promotion analysis. This enables the hotel to invest advertising budget in more effective promotions in successful markets. Vintage exports specific guest data from Maestro Analytics to create mailing lists and promotions.  
 
Four-season resort optimizes rates with trend analysis
Campbell’s, a waterfront resort on Lake Chelan in Washington, implemented Maestro Yield Management based on a recommendation from an independent consultant. Campbell’s optimizes rates based on occupancy across four-seasons. Managers analyze rates in Maestro Analytics by date, occupancy, seasonal variations, and implement optimization strategies in Maestro Yield Management. They monitor booking pace daily and evaluate market performance in Analytics. If trends change, the strategy is refined to maximize rate and occupancy.
 
 

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