Top 3 Core Objectives:
When Torre Santamaria opened in 2017, the main objectives were to build a market presence, maximize revenue, and extend the seasonal opening to increase profitability throughout the year. These goals were addressed through targeted strategies that focused on optimizing revenue, visibility, and operational efficiency.
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Building a Market Presence:
The resort's main challenge was to establish its presence in a competitive market from scratch. To address this, the team of Franco Grasso focused on creating a tailored revenue management strategy. This included dynamic rate and inventory management to optimize revenue, ensuring Torre Santamaria was visible and attractive to potential guests across various online channels. The focus was on building brand reputation and reaching a broader customer base to start generating demand early on.
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Maximizing Revenue:
Maximizing revenue was central to the resort's strategy, achieved through a streamlined approach to its offerings. By simplifying the product offering with just two room types and a single rate plan, the team optimized conversion rates. This no-frills approach allowed Torre Santamaria to attract guests without unnecessary complexities. Through careful monitoring and adjustments to pricing, revenue was maximized, especially during the peak periods.
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Extending the Seasonal Opening:
The Gargano area, historically, had a short tourism season, typically limited to about 4 months. Torre Santamaria distinguished itself by extending its opening period to 6 months, helping to improve profitability year-round. The addition of included services in the rate helped increase conversions during the shoulder periods, allowing the resort to attract guests even outside the peak season.