The Client: Swosti Premium Hotel in Bhubaneswar is strategically located near Biju Patnaik International Airport and Bhubaneswar Railway Station. The luxury hotel has 147 rooms and has the largest convention facilities in Eastern India. Hotel is hugely popular among locals as well as tourists coming down to Bhubaneswar, Odisha.

Issues:

• Hotel did not face much of commercial issues in general considering its local positioning.
• Hotel made enough top line revenue through Rooms, F&B and MICE. Banquets added substantial revenues to the topline.
• Unfortunately, Hotel did not explore the possibilities and potential from the online space, although the hotel’s sell-out efficiency was not optimal and had several unsold rooms on a daily basis. The hotel was not able to optimise the positioning legacy through online platforms due to lack of visibility and incisive dynamic pricing.

Strategies Adopted:

Positioning – Team Revnomix initiated focused positioning work and improved on Content Score, Room Descriptors, Guest Reviews. Team also initiated focused dynamic inventory management by Room Types. This improved visibility of each room type thus improving Room Type Yielding. Revnomix also initiated right tactical promotions to bring in right customers and maintained Rate Parity on an ongoing basis.

Pricing – Hotel priced flat rates earlier and was losing volume to competition on non busy nights and lost rates across busy and shoulder nights. Dynamic Pricing was initiated based on the demand patterns such as Day of Week Volume, Rate, Pace and Business Mix. Bhubaneswar market also witnesses lots of special events and major conferences are being hosted at Swosti Premium due to good conference facilities, Dynamic pricing helped to improve ADRs on event dates and other busy nights.

Pace – Based on the demand trends and future on the books, Team Revnomix initiated appropriate tacticals to improve on Pace and Average Length of Stay. Promotions such as Advance Purchase and other fenced products were implemented. Creating base far out was a must considering the hotel’s large inventory. Promotions and Tacticals were initiated to improve on lead time to gain more bookings far out and more rates closer.

Performance – Hotel broke all past records of historical performance. Hotel consistently achieved exponential online revenue growth through increased volume.