Case Study: Rebuilding a Motel from Closure to Destination Experience
Opportunity
The new leaseholders, who have extensive experience running motels, reopened the property which had been closed and in receivership. A number of environmental issues contributed to the challenges that the property faced upon its reopening including Google Maps updating their directions so road trippers heading to Brisbane diverted away from the motel, hence limiting the ability to attract the regular passing traffic.
Actions
RevenYou, having worked with the operators at several other properties they had run, were retained to assist them in rebuilding the business and creating a destination experience which was undertaken as follows:
Project managed the installation of a new PMS, Channel Manager and Booking Engine that delivered a more cost-effective solution for the size, and style, of property.
Completed the change of ownership for all distribution channels, whilst deleting underperforming channels and ensuring all remaining listings were appropriate for the style and location of the property and optimised for sale with 100%-page scores.
Implemented a dynamic rate strategy specific to the property’s location, competitor set and style of accommodation offered.
Developed, and executed, the sales strategy recommendation to target new corporate clients, tour groups and contract government rates to attract Australian defence personnel located on bases within close proximity of the motel.
Implemented a strategy to grow direct bookings through the regular review of Google and social media analytics.
Built and implemented a cost effective website suitable for the style of property
Leverage the lack of competition to the motel’s onsite restaurant to build awareness, and increase patronage, from within the local community and in-house guests.
Promotion of new menus showcasing local suppliers - contributing to the property’s eco messaging through ‘supporting local business’ and ‘low food miles.’
Implemented a social media strategy to promote special offers and events to grow repeat visitation and increase food and beverage revenues.
Outcomes
The property is now trading at 75% occupancy and returning a profit.
The owners are preparing the property for sale to move on to a new challenge.
