Case Study

How Fray Group grew their ADR by 15% ADR in a price-sensitive market

Linda Pashaj

Cloudbeds · 10月 08, 2025

We Hotels Group, an independent hospitality brand with 30+ years of experience, replaced outdated legacy systems with Cloudbeds to prepare for its biggest growth year yet. The result: stronger guest experiences, reduced OTA reliance, and higher revenue across multiple properties.

Why it matters: Cloudbeds empowered We Hotels Group to modernize operations, rebalance distribution, and focus more on hospitality, not admin. The platform freed staff to connect with guests while driving measurable gains in revenue and efficiency.

Cloudbeds provided We Hotels Group with a centralized platform for reservations, distribution, guest communication, and revenue management — eliminating inefficiencies and setting the stage for scalable expansion.

Top 3 Core Objectives: We Hotels Group needed to overcome legacy system limitations, reduce dependence on OTAs, and implement technology that would enable sustainable growth.

Replace outdated systems: Transition away from a server-based PMS that required manual reservations, hours of rate loading, and frequent guest delays.
Reduce OTA dependence: Reclaim direct bookings by implementing an integrated booking engine and offering flexible packages for corporate clients, groups, and event-goers.
Prepare for expansion: Adopt a modern, scalable platform that could support five new hotel openings and the group’s biggest projected growth year.

"When Cloudbeds came along, the receptionists started being able to look the guests in the eye. That’s what we’ve been gaining—people can focus more on the people and less on the computer. We leave the software stuff to the software."

Mauricio Hernandez

Revenue Manager

👍 Revenue Manager Mauricio Hernandez said that Cloudbeds gave staff the freedom to focus on hospitality:

"When Cloudbeds came along, the receptionists started being able to look the guests in the eye. That’s what we’ve been gaining—people can focus more on the people and less on the computer. We leave the software stuff to the software."

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

Revenue Manager Mauricio Hernandez said, about their decision: "I believe that the onboarding process and the people in charge of it collaborated a lot to give us a peaceful, smooth transition. That generated certainty for the hoteliers adopting the system."

📈 The results: Since going live with Cloudbeds, We Hotels Group has achieved significant revenue growth, reduced OTA reliance, and empowered staff to focus on guest service.

28% increase in RevPAR and up to 40% more monthly revenue compared to the previous year
OTA share reduced by 30%, with more bookings flowing through direct channels
5 new hotel openings planned, supported by a scalable and flexible platform