Shanty Creek Resorts Increase Website Bookings, Boost ADR with Maestro Multi-Property PMS Solution

| June 18, 2009

Shanty Creek Resorts in Michigan, is a multi-property resort with everything for recreational and business travelers. Its three unique Village properties with more than 500 hotel rooms, suites and condo units, four championship golf courses, two ski mountains, five dining outlets, spa and executive conference center, create the ultimate four-season destination.

To make it possible for guests to research options and book rooms, packages, activities and amenities across three hotels online, the property partnered with NORTHWIND-Maestro PMS to implement a multi-property, multi-module hotel software technology platform fully integrated with the 'Web Connection' suite of online management controls, guest self-serve options, and marketing tools. NORTHWIND-Maestro's 'Web Connection' is a complete eBusiness suite of online profitability tools featuring the ResWave booking engine and new eMarketing tool to maximize revenue, enhance guest service and lower the cost-per-reservation booked directly on the hotel website.

"Each of our three 'Village' properties is unique," says Leslie Chinn, Shanty Creek Resorts' director of revenue management. "Cedar River Village is our suite hotel with one- and two-bedroom condos; Schuss Village is our budget property, and Summit Village adjoining our Lakeview Hotel and Conference Center is our flagship. We streamlined property operations by implementing the Maestro Multi-Property Suite that supports all three separate operations on a single database for personalized guest service and faster reservation booking and valuable up-sell."

Shanty Creek uses the Maestro PMS, online booking engine, sales & catering, condo and timeshare owner management, work order management and spa and activity scheduling systems.

Direct website bookings
ResWave offers a guest-centric step-by-step booking process and seamless customization with hotel website look and feel for brand integrity. "More guests are shopping and booking online and Maestro's integrated solution has helped us increase direct hotel website bookings by five percent and our ADR is up ten dollars thanks to Maestro's easy-to-use booking technology; it is a great leap forward," says Chinn. "Our website booking engine is integrated with our PMS so all online availability is accurate and rates are optimized automatically with our Maestro Yield Management system to ensure shoppers see the same rate at every booking touch point. We offer online packages for all three properties with Maestro and update 'Webrates' for last minute booking if we have unfilled demand. The online tools also enable us to book groups online." Chinn noted that Maestro's booking engine enables guests to increase the value of their reservation by self-serving themselves and including up-sell items when they book stay online.

Workforce management
"Maestro's Diamond Plus Service online staff training teaches our agents how to be more productive, saving us time and money," Chinn says. Real-time Web chat support and live on-demand training are part of NORTHWIND's Diamond Plus Service. NORTHWIND-Maestro also provides live and recorded training webinars, professional Maestro productivity audits and 24/7 live support. "Maestro's integrated PMS with online guest self-serve booking tools and Diamond Plus online training are valuable tools for our resorts, and they provide great service, too," adds Chinn.

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