Omni Hotels & Resorts Achieves Record RevPAR with Micro-Focused Rate-Setting Strategies

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Luxury Hotel Brand Keeps Occupancy High Throughout the Week with Optimized Segment Pricing

Lesli Reynolds, VP of distribution systems and revenue strategy for Omni Hotels & Resorts

We use revolution to rationally set segment rates in all markets and across the highest yielding channels. This strategy leverages our most effective channels and prices rooms so guests who stay with us pay the most appropriate rate for our hotels.

Faced with the expanding number of online travel providers and channels in the marketplace, hoteliers must develop and implement increasingly sophisticated revenue management strategies to manage rates and availability. Omni Hotels & Resorts has created and implemented unique approaches and processes that are highly responsive to this rapidly changing online environment, and, most importantly, it is seeing conclusive, positive results.

In early 2009, when Omni noticed a reduction in business travel, it offered more competitive rates to maintain occupancy and market share. But when demand returned in 2010, the company gradually reduced its mix of discounted segments to maximize overall ADR. Omni relied on the revolution™ revenue management system from The Rainmaker Group to implement its strategy and achieved a record RevPAR index. “As a company last year, Omni achieved the highest RevPAR index it has achieved in 10 years,” said Lesli Reynolds, VP of distribution systems and revenue strategy for Omni Hotels & Resorts, which includes 50 luxury properties in North America.

Greater precision, confidence in rate-setting
“When the numbers indicated demand was returning, we changed our mix of discounted business to increase ADR without jeopardizing occupancy,” said Reynolds. “We worked with revolution to reduce non-qualified discounts by establishing prepay, advanced booking, and other requirements that aided our RevPAR index.”

Reynolds noted that Rainmaker’s revolution solution supports both occupancy- and ADR-focused strategies. “There is a real advantage in having more accurate demand forecasts based on commitments, historic data, and seasonality by segment. We use revolution to rationally set segment rates in all markets and across the highest yielding channels. This strategy leverages our most effective channels and prices rooms so guests who stay with us pay the most appropriate rate for our hotels.”

Omni found that other systems utilize a broader price-setting process to recommend the most competitive rates, but Rainmaker’s solution is more micro-focused. “revolution looks at every rate,” said Reynolds. “That is a significant advantage for a company with properties in markets as varied as San Francisco, New York and Tucson. It gives us greater confidence in our strategies and rate setting when we have all the data available.”

Increased revenue from data-based rather than gut-based decisions
Omni installed a new brand-wide property management platform with a centralized database in 2008. “The central reservation system interfaces with revolution to provide data for our demand forecasts and rate setting calculations,” Reynolds said. “revolution generates bid price recommendations for all segments of our hotels. The success we have had with increased RevPAR is based on the analytics that let us make data-based decisions rather than gut-based.”

Prior to its implementation of revolution, Omni utilized corporate and leisure rate segmentations. “Now we have seven best-available rates by day-of-week and demand restrictions by length of stay along with hurdles to help us maximize rates and occupancy throughout the week,” Reynolds said.

Maximized RevPAR every day of the week
Reynolds cites the Omni Berkshire Place in the high-density NYC market. “We used revolution to measure the growing strength in the New York market based on many variables including history and seasonality. The system enabled us to protect our peak weekdays and still maximize occupancy and rate throughout the week.”

“Omni has on-site property revenue managers who work with the revolution system on a daily basis,” Reynolds notes. “They are familiar with their markets and review revolution’s optimized segment price recommendations and fine-tune them, with our input, to implement strategies that maximize both RevPAR and occupancy.”

About Omni Hotels & Resorts
Omni Hotels & Resorts creates genuine, authentic guest experiences that take guests on “A Total Departure” to 50 distinct luxury hotels and resorts in leading business gateways and leisure destinations across North America. From exceptional golf and spa retreats to dynamic business settings, each Omni showcases the local flavor of the destination while featuring four-diamond services, signature restaurants, Wi-Fi connectivity and unique wellness options. Known for its award-winning, personalized service, Omni leaves a lasting impression with every customer interaction, with a heightened level of recognition and rewards delivered through its Select Guest loyalty program and the company’s “Power of One” associate empowerment program. The brand is frequently recognized by top consumer research organizations such as J.D. Power and Associates, which ranked Omni as “Highest in Guest Satisfaction Among Upscale Hotel Chains” in its 2010 North America Hotel Guest Satisfaction Index Study(SM).

To get additional information or book accommodations, visit omnihotels.com or call 1-800-The-Omni.

About Rainmaker
The Rainmaker Group – a Microsoft Gold Partner software and services company – is an industry-leading provider of revenue management and profit optimization solutions to owners and operators in the multifamily housing and gaming/hospitality industries. Rainmaker software, coupled with professional business consulting services, enables multifamily housing operators to maximize revenue from apartment leases and helps operators of casino hotels and other hospitality enterprises secure the most valuable customers to increase their profitability. Used by more than 60 percent of the companies deploying revenue management systems in the multifamily housing industry, Rainmaker software delivers real results for operators such as Archstone, AvalonBay Communities, Equity Residential, Post Properties, Simpson Housing, Mid-America Apartment Communities and a number of other leading companies. Top casino/hotel organizations that rely on Rainmaker’s revenue management system include Atlantis The Palm Dubai, Caesars Entertainment, IP Casino Resort Biloxi, Isle of Capri Casinos, MGM Resorts International, Trump Entertainment Resorts, Wynn Las Vegas, and many others. Headquartered in northern Atlanta, GA, Rainmaker is a solid, profitable, rapidly growing, privately-held company. For more information, visit http://www.LetItRain.com

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