Case Study

Modernizing Their Tech Stack and Maximizing Revenue in a Price-Sensitive Market: Fray Group’s 15% ADR Lift

Ricky Schoeman

Cloudbeds · 11月 14, 2025

Fray Group, a family-owned hospitality company operating two full-service hotels in Tepic, Mexico, partnered with Cloudbeds to modernize outdated technology, unify operations, and strengthen commercial performance. The result: higher ADR, stronger occupancy, improved efficiency, and a ROI of up to 10:1.

Why it matters: Cloudbeds enabled Fray Group to replace a 20-year-old PMS with a unified platform that supports distribution, payments, automation, and revenue management — helping them compete in a price-sensitive market while delivering exceptional guest service.

Cloudbeds centralizes Fray Group’s systems into one platform, integrating OTAs, groups, payments, revenue tools, and guest messaging — giving the team full visibility, greater control, and the ability to grow without adding complexity.

Top 3 Core Objectives: With two busy hotels and an aging tech stack, Fray Group needed a modern PMS that could streamline operations, unlock revenue opportunities, and scale alongside their growing portfolio.

Replace outdated legacy systems: Move away from a 20-year-old platform that lacked integration, visibility, and support — and adopt a flexible, cloud-based system for multi-property operations.
Improve revenue performance: Implement tools for automated, demand-based pricing and stronger distribution control to increase ADR without losing competitiveness in a price-sensitive market.
Simplify bookings & payments: Adopt a system that could manage group blocks, arrivals, billing, and virtual card processing without external tools or manual work.

"Cloudbeds is built to make everything as simple as possible, but with the level of complexity that is needed for complex operations like ours."

Mario Simancas

Sales & Marketing Manager

👍 Sales & Marketing Manager Mario Simancas said that Cloudbeds provides the Fray Group an intuitive, comprehensive solution:

"Cloudbeds is built to make everything as simple as possible, but with the level of complexity that is needed for complex operations like ours."

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

Sales & Marketing Manager Mario Simancas said, about their decision: "I don't know if there is a system that has an API like Cloudbeds… I don’t think many have the amount of connections and integrations Cloudbeds offers."

📈 The results: Cloudbeds enabled Fray Group to modernize operations, improve commercial performance, and dramatically streamline workflows — resulting in measurable financial and operational gains.