To increase Revpar by 25%
The Villa Kennedy Hotel, Frankfurt
A comprehensive strategy review was undertaken in terms of market positioning, brand, price, product and USPs. The hotel was heavily reliant on OTA business and had been very generous with tour operator room allocations.
The OTA contracts were reviewed and the tour operators were advised that their room allocations would be reduced with immediate effect. Less valuable OTA contracts were cancelled and for others only higher category rooms were available to sell. To replace this lost business, a suite strategy and staff incentive to upsell guests at point of reservation and check-in was introduced.
A sales blitz increased the events business from the local MICE market. The digital marketing spend was also increased to attract high spending consumer clients.
Result: In just over 6 months the revpar increased by 28% and increased incidental spend by 30% given the wealthier guests attracted to the hotel.
Jayne Alexander has always been a joy to work with - helpful with creative angles for stories, efficient and fun. An agency that’s proactive rather than reactive.