Customer Success Story - Roseate Hotels & Resorts

About Roseate Hotels & Resorts

roseate_hotels_and_resorts Roseate Hotels & Resorts, the India-based luxury hospitality brand, offers a collection of six properties in India and the UK. Each one tells its own story through carefully curated design, art, hospitality and personalised service. Several more exciting openings are currently in the pipeline and will soon bring Roseate’s avant-garde, imaginative and contemporary design to more of India’s most fabled destinations.

We recently had a chat with Sam Allen, Cluster Revenue Manager for Roseate Hotels & Resorts’ three UK properties. He shared with us how he and the commercial team at Roseate leverage OTA Insight’s integrated business and market intelligence (BI & MI) platforms to develop data-driven pricing strategies, accurately forecast demand and execute highly targeted promotional campaigns in a market that is finally beginning to see solid post-lockdown recovery.

"Overall, we’ve seen a strong uptick in demand since restrictions were loosened. OTA Insight’s tools have helped us make the most of this because they provide the data we need to make the right pricing decisions and gain market share."

A deeper understanding of our competitive landscape and demand sources

Before using OTA Insight’s BI and MI tools, we did our market and competitor research as well as our reporting manually. Collecting and collating this data for three properties cost us a lot of time and only resulted in momentary market snapshots. Despite our best efforts, it was challenging to get the complete market overview we needed to maintain optimal positioning and prices.

OTA Insight’s platform puts all the data we need at our fingertips. Via Rate, Revenue and Market Insight, we can access live internal, market and competitor information in just a few clicks. This has made it much easier for us to understand demand shifts and how they’re impacting our properties and the market as a whole.

With Rate Insight we can keep a constant eye on our compset and their tactics. This allows us to maintain good positioning and avoid outpricing ourselves. Revenue Insight gives us a solid overview of our on-the-books business, pick-up and which rates and packages have the highest production. To top it off, Market Insight’s forward-looking demand data reveals our most promising source markets and future high-demand dates.

Combined, these insights have been extremely useful for refining our rate strategy, especially during the unpredictable post-lockdown period. Overall, we’ve seen a strong uptick in demand since restrictions were loosened. OTA Insight’s tools have helped us make the most of this. They provide the data we need to make the right pricing decisions and gain market share on both non-refundable and refundable rates.

Real-time responses to sudden demand shifts

OTA Insight’s dashboard has become our go-to source for comprehensive live market, compset and performance data. Thanks to the platform’s easy-to-read format, we no longer spend time checking multiple sources for information.

The fact that all their data is live makes these BI tools even more of a game-changer. Instead of having to manually collect information that may soon be outdated, we can confidently move straight into analysis and decision-making because we have reliable data.

For example, with Market Insight we can see how demand evolves in real time. When an event is announced in London, the tool shows how this impacts different areas in the city and we can react to that immediately. This gives us a competitive edge because we see demand shifts early on and can make the most of the opportunities they bring.

"Since the data we get from OTA Insight’s tools is live and all in one place, we can easily stay on top of the latest developments, react quickly to demand shifts and make the most of every opportunity."

More time and headspace for strategizing

In the past, it often took several hours and a lot of manual data collection to create reports and presentations. Since using OTA Insight’s BI tools, it only takes our revenue and sales teams a few minutes and a couple of clicks to compile all their data.

This leaves us with much more time and room to examine our results, find areas to improve and develop the requisite strategies. Since our UK team looks after three properties, this time-saving effect is compounded, and we gain extra time to focus on the big picture.

Fully integrated business and market intelligence set-up

Using a fully integrated tech stack has gained importance for several reasons. It saves tremendous amounts of time because the systems handle many of the previously manual work steps.

When looking at BI and MI tools in particular, integrations bring together internal and external data from various sources. This helps create a more complete picture of the market and a hotel’s position therein. Since the data we get from OTA Insight’s tools is live and all in one place, we can easily stay on top of the latest developments, react quickly to demand shifts and make the most of every opportunity.

"Since using OTA Insight’s BI tools, it only takes our revenue and sales teams a few minutes and a couple of clicks to compile their data for reports and presentations."

Highly targeted marketing campaigns with solid ROIs

Market Insight has proven very useful for our marketing team. Its forward-looking demand data reveals the search volume for our destination in individual source markets. It also shows the length of stay travellers are looking at. The flight search data even tells us which airports they would be flying in from.

This new level of market analytics combined with insights from Google Analytics makes it possible to refine our marketing and e-commerce strategies. For example, now we can make our ad spend go further by targeting only the most promising source markets with pay-per-click (PPC) ads. We’ve even created different offers for various source markets, depending on the length of stay and the specific dates we know they search for. This data-driven approach has resulted in a better ROI on our PPC campaigns.

A word to your peers

Our markets are changing so much right now, and nothing is quite as it was. In times like these, it’s especially important to invest in tech tools that help you understand and make the most of both expected and unexpected developments.

For this, I recommend OTA Insight’s business intelligence tools to every hotelier. The platform is so user-friendly and saves us so much time because it pulls data together in the clearest and most concise way. This makes the information much easier to understand, act on, share and engage with.