Case Study

A New Era of Hospitality in South Africa: Inside Totalstay’s Success with Atomize RMS

Atomize · אוֹקְטוֹבֶּר 21, 2025

Totalstay, a growing South African hospitality group operating across Cape Town, Johannesburg and Pretoria with 13 properties and over 500 rooms, implemented the Atomize RMS to shift from manual rate-management to a more automated, data-driven pricing process.

Why it matters: In a market where portfolio diversity (from aparthotels to luxury villas) and variable demand complicate pricing decisions, this case shows how a hospitality group in South Africa used technology to streamline revenue operations and support growth while maintaining service levels.

Atomize RMS connects to Totalstay’s systems to continuously analyse booking trends, competitor rates and demand signals and then applies pricing changes automatically, reducing the need for manual spreadsheet-based updates. At Totalstay, the team went from manually analysing large volumes of data and updating rates manually to deploying Atomize to handle those tasks, freeing up staff time for strategic planning and guest-experience work.

Top 3 Core Objectives: As Totalstay expanded its multi-property portfolio and aimed to improve operational efficiency, the team sought to automate rate setting, improve pricing accuracy and free up time for strategic tasks rather than routine manual updates.

Automate rate setting: Increase the average daily rate (ADR) and revenue per available room (RevPAR) by having pricing that reflects current market conditions.
Improve ADR &: They also wanted to optimize rates dynamically to stay close to the market and update prices in real-time.
Reallocate staff effort: Shift staff time away from repetitive pricing tasks towards strategic revenue management and guest-experience initiatives.

"“The revenue management process has been extremely streamlined since the inception of Atomize RMS, before utilizing Atomize, rate changes were manual and required a large amount of data analysis. Although I believe you can never fully replace the human touch, Atomize has certainly assisted in freeing up many hours which allows more in-depth strategic planning.”"

Natalie Feldwick Davis

Revenue Manager

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👍 Revenue Manager Natalie Feldwick Davis said that Totalstay moved from a heavy manual pricing process to one that is much faster and data-driven thanks to Atomize.:

"“The revenue management process has been extremely streamlined since the inception of Atomize RMS, before utilizing Atomize, rate changes were manual and required a large amount of data analysis. Although I believe you can never fully replace the human touch, Atomize has certainly assisted in freeing up many hours which allows more in-depth strategic planning.”"

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

Revenue Manager Natalie Feldwick Davis said, about their decision: "Adopting Atomize has truly changed the way we approach revenue management at Totalstay™. The ability to leverage precise, data-driven insights has not only optimized our operational practices. Still, it has also led to substantial financial growth, with increases in ADR and REVPAR of up to +15% in some properties. This success is a clear indication of Atomize’s impact and our team’s dedication.“"

📈 The results: After going live with Atomize RMS, Totalstay saw meaningful improvements in pricing performance, data accuracy and operational efficiency, enabling the team to focus more on strategic priorities and guest service.

Up to +15% increase in ADR and RevPAR on some properties since implementing the system.
Significant reduction in manual data-analysis and rate-update workload, allowing more time for strategic planning and guest-service improvement.
Improved decision-making backed by reliable data and better support from the Atomize team, enhancing confidence in pricing actions.