Case Study

The Nare and RMS: Personalization so good, 30% of guests rebook before they even leave

Maud Bruyere

RMS · דֵצֶמבֶּר 09, 2025

Perched above Carne Beach on Cornwall’s Roseland Peninsula, The Nare is a five-star country house hotel where handwritten letters still matter, dogs have their own menus, and guests are remembered by name. A proud member of Pride of Britain Hotels and Small Luxury Hotels of the World, it has been Cornwall’s highest-rated hotel for over 30 years. And because knowing each guest is central to its signature experience, they needed a system to support that level of care, which is where RMS comes in, helping the team uphold that personal touch.

Why it matters: Personalized service is at the heart of The Nare’s success. Capturing guest preferences and delivering a tailored experience ensures loyalty, repeat bookings, and a signature stay that feels unmistakably “Nare.”

RMS centralizes guest profiles, storing details like room preferences, special requests, and even pet names. Staff use the system to plan rebookings before guests depart, keep housekeeping aligned with individual preferences, and manage pricing and packages, all while maintaining a fully OTA-free, direct booking strategy.

Top 3 Core Objectives: Above all, The Nare wanted a tech partner who listened, respected their traditional style, and could grow with them. The ideal platform had to work with their existing tools and adapt to their internal language, making it easy for staff to learn and use.

Enrich guest knowledge: With decades of detailed guest data, The Nare needed a system that could carry this legacy forward and help staff build even richer profiles.
Personalize every touchpoint: At The Nare, personalization isn’t optional, it’s the standard. The team needed tools that could anticipate guest needs, recognize returning guests, and ensure every department, from reservations to housekeeping, was aligned to deliver a consistently warm, tailored experience.
Support traditional communication: Not all guests use email. The Nare required a system that could handle printed confirmation letters to maintain trust and accessibility.

"RMS has helped us strengthen what makes The Nare special: our connection with guests. It gives our team the knowledge they need to offer a genuinely personal experience, and we see 65% of bookings come from returning guests."

Toby Ashworth

Managing Director

👍 Managing Director Toby Ashworth said that When tech powers traditional hospitality, magic happens. RMS powers the warm, personal service The Nare is known for, and Toby Ashworth said:

"RMS has helped us strengthen what makes The Nare special: our connection with guests. It gives our team the knowledge they need to offer a genuinely personal experience, and we see 65% of bookings come from returning guests."

⚖️ The selection process: During their research process, Toby Ashworth evaluated RMS's product differentiators, customer support, and holistic value as a strategic partner and ultimately decided that RMS was the best fit solution:

Managing Director Toby Ashworth said, about their decision: "We spent nearly a year reviewing systems. RMS stood out, they understood our values and could import 25 years of guest history and seven years of detailed booking records. No other provider could do that. That data means everything to us, it’s more valuable than the building."

📈 The results: With RMS in place, The Nare has elevated its signature style of traditional, deeply personal hospitality, while staying entirely OTA-free, a choice that keeps them firmly in control of the guest journey.

30% of guests rebook before departure, with staff able to hold preferred rooms and follow up at just the right time.
65% of bookings come from returning guests, with over 20% staying three or more times since 2017, proof that thoughtful personalization fueled by rich guest profiles turns great stays into lasting loyalty.
25 years of guest history, and seven years of detailed booking history were successfully imported during RMS implementation in 2023, a key capability that preserved The Nare’s guest knowledge, and one no other provider could offer.