Right Revenue Helps Drive ADR and Revenue Culture at Silverbirch Hotel

REVENUE MANAGEMENT

The 64 Bedroom Silverbirch hotel in Omagh, Northern Ireland has been family-run since 1978. The hotel has an enviable reputation as one of the country’s leading wedding venues; whilst its location on the footsteps of the Sperrin Mountains and on the edge of Omagh, make it a superb location for leisure and business travellers alike.

Why it matters: Whilst the owners and management of the hotel were satisfied with the hotel’s overall performance, they recognised that there was an opportunity for growth and felt that the hotel could drive revenue by moving to a more dynamic pricing model. They had identified that, although wedding business was a top-performing segment for them in terms of room sales, this sometimes came at the expense of a strong average room rate and they wanted to consider the impact of improved rate strategies across additional segments. They therefore wanted to focus on increasing ADR across the business, with a strategic decision to attract more transient business. Also many of the daily tasks associated with revenue management were manual and time-consuming for the team, which did not include a dedicated revenue manager.

Installing Right Revenue has helped to build a revenue culture among staff, as well as drive revenue to the bottom line. The reporting, recommendations and two-way rate push integration have all helped to boost performance, and the strong partnership has helped to improve the revenue culture within the hotel.

Top 3 Core Objectives: The team at Silverbirch were looking to build the revenue culture among the team, free up staff time and increase revenues.

Increase revenue: The hotel recognised that there was an opportunity for growth and felt that the hotel could drive revenue by moving to a more dynamic pricing model.
Save team members time: Many of the daily tasks associated with revenue management were manual and time-consuming for the team, which did not include a dedicated revenue manager.
Boost ADR: Wedding business was a top-performing segment for them in terms of room sales, this sometimes came at the expense of a strong average room rate.

"The team at Silverbirch felt that Right Revenue understood the requirements of the hotel and had the technology and knowledge to make sure we achieved those goals. We bought into the fact that Right Revenue view each hotel as a partner, and they try to provide the necessary support, tools, and resources for the hotel to achieve their goals, with the technology at the forefront"

Allan Duncan

CEO

Innovators Mentioned

Silverbirch Hotel

Right Revenue

Allan Duncan

CEO

Silverbirch Hotel

Alana McCauley

Reservation Manager

Silverbirch Hotel

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👍 CEO Allan Duncan said that Right Revenue view each hotel as a partner:

"The team at Silverbirch felt that Right Revenue understood the requirements of the hotel and had the technology and knowledge to make sure we achieved those goals. We bought into the fact that Right Revenue view each hotel as a partner, and they try to provide the necessary support, tools, and resources for the hotel to achieve their goals, with the technology at the forefront"

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

Reservation Manager Alana McCauley said, about their decision: "Since installing Right Revenue we have seen a marked improvement in the hotels performance, despite the challenges that Covid has posed for the hotel and the industry. The rate recommendations have helped us drive our rates, whilst the reporting in the system has introduced a revenue culture within the team, so that we feel we are all pulling in the same direction. We can’t imagine NOT having Right Revenue now"

📈 The results: Since installing Right Revenue Silverbirch have seen an improvement in culture and ADR, as well as big savings in staff time.

ADR increasing every year since installing Right Revenue (2019). From £57.00 in 2019 to £81.00 in2022. Q3 + Q4 2021 saw a 12% growth in revenue and a 38% growth in ADR when compared to 2019.
The team also save approx. 2 hours in time every day by having all of their key data in one place, therefore negating the need to pull multiple reports.
Right Revenue has helped to drive a ‘Revenue Culture’ throughout the business. This means, crucially, that not only do the team know what they are trying to achieve but they also understand why.