More room upgrades and a lift in ADR: The Grand, York’s results with Oaky

REVENUE MANAGEMENT

In early 2021, The Grand’s team began using Oaky to automate upselling and cross-selling. Especially in times of understaffing, this has been both a revenue driver and a time-saver.

Why it matters: Oaky enabled The Grand, York to scale and streamline the upselling process, create new ways to delight guests and drive ancillary revenue.

This makes it easier and faster for them to promote higher room categories and service add-ons. It also takes this task off the front office team’s to-do list and leaves them more time to engage with guests or handle other tasks.

Top 3 Core Objectives: The Grand’s team began using Oaky to automate upselling and cross-selling. Especially in times of understaffing, this has been both a revenue driver and a time-saver.

Sell higher room types.: Their front office team attempted to upsell guests during check-in, but this only brought limited results. In-person upselling isn’t scalable, meaning they can’t offer it to every guest who has booked one of their lower room categories.
Offering a wider range: On-arrival upselling is limited to one or two pitches such as a room upgrade or a breakfast add-on. They wanted to customise guests’ stay when it was most convenient for them.
Streamline front desk workload: Expecting receptionists to spend this extra time during the check-in process and the last-minute room changes would have only added to the strain on the team. At that time, the hotel wouldn’t have been able to deliver this service at the standard they wanted.

"Using Oaky has benefitted us on many levels. We’ve been able to sell more higher room categories, boost our ADR and offer guests new ways to tailor their stay."

Lesley Phillips

Director of Revenue

Innovators Mentioned

The Grand, York

Oaky by Plusgrade

Lesley Phillips

Director of Revenue

The Grand, York

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👍 Director of Revenue Lesley Phillips said that Sold more higher room categories, boost ADR and better guest experience.:

"Using Oaky has benefitted us on many levels. We’ve been able to sell more higher room categories, boost our ADR and offer guests new ways to tailor their stay."

⚖️ The selection process: During their research process, Lesley Phillips evaluated Oaky by Plusgrade's product differentiators, customer support, and holistic value as a strategic partner and ultimately decided that Oaky by Plusgrade was the best fit solution:

Director of Revenue Lesley Phillips said, about their decision: "-"

📈 The results: Oaky enabled The Grand, York to scale and streamline the upselling process, create new ways to delight guests and drive ancillary revenue. This makes it easier and faster for them to promote higher room categories and service add-ons. It also takes this task off the front office team’s to-do list and leaves them more time to engage with guests or handle other tasks.

Generated GBP 53 per room per month extra in upselling through Oaky, 52.5% of that was Add-ons and 47.5% was room Upsells.
Added an extra GBP 3,500-5,800 of incremental revenue.
The emails The Grand, York sends via Oaky achieve outstanding open rates close to 90%. On average, ca. 65% of guests then click through to browse the deals. Our conversion rates reach up to 6.5%.

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