Strategic Positioning Using Hotel Data Analytics - Revnomix

The Client: The HQ Hotel is one of the finest business hotels in Vasco, Goa. It is located about one minute’s walk from Vasco Da Gama train station, 1.8 km from Baina Beach and 3.1 km from Mormugao Port. The hotel has modern, spacious and well equipped contemporary rooms and suites. There are 2 restaurants, a rooftop bar with sea views, a bakery, an outdoor pool and a game room. The HQ, Goa is very famous among business travellers and equally popular among the locals. The tourist inflow is minimal at this property considering its location and distance from famous tourist attractions.


    • The hotel is popular among corporates due to its strategic location and proximity from the Vasco Train station. One of the biggest reasons for this is the very efficient offline Sales Setup and great leadership. The possibilities and potentials from the online space had not been explored yet, which meant that the hotel sell out efficiency had lots of scope of improvements. Filling Weekends at this hotel was always a challenge.
    • The hotel was not able to optimize through online platforms due to lack of visibility and incisive dynamic
      pricing. Hotel didn’t consider Day of Week demand dynamic to Price and had flat rates across all day of weeks. This was filling weekdays faster and at lower rates; similarly weekends were not moving due to high prices.

  • Hotel also faced setup and integration issues across platforms; this created issues such as Price and Inventory disparities, overbookings and thus increased opportunity losses. This also created issues such as corporate demand cannibalization through OTA.

Strategies Adopted:

Positioning: Team Revnomix initiated focused System Setup and ensured that all the platforms were mapped and integrated appropriately to overcome all the issues related to Price and Inventory disparities. Focused positioning work was initiated to improve in the areas of Content Score, Room Descriptors, Guest Reviews etc. We also initiated right tactical and promotions to bring in right customers and maintained rate parity on an ongoing basis. The team recognized the fact that Goa being a leisure destination, it was possible to attract some price sensitive demand to stay at the Hotel over weekends when other leisure hotels are expensive.

Pricing: The 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. Room type yielding possibilities were initiated by classifying rooms based on their view, size and location

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 introduced to improve on lead time to gain more bookings far out and more rates closer.