Resort Svatá Kateřina: How Personalised Offers increase revenue and reduce costs

REVENUE MANAGEMENT

Harmony Has Found Its Name. Slow down! Put down the laptop, turn off the cell phone. Lower the car keys deep into the bottom of the bag. Stop. You are in Sv. Katerina, in the landscape where harmony found its name. Resort Svatá Kateřina is a dream place for everyone who is tired of the stereotype of everyday life, the daily rush, colleagues at work and, let's face it, sometimes even their own children and partners. No cars, only nature. Motor vehicles are prohibited from entering the resort. Yes, even the one with a hybrid drive. The only exception is the hotel shuttle bus, which takes guests to the resort. Only electric vehicles move around the area.

Why it matters: The peculiarity of the reservation process was that until the implementation of the Profitroom platform, all reservations were made offline. However, this changed in the spring of 2022, when the work of the reservation department was fully digitized. In addition to motivated and dedicated hotel employees, the resort's biggest asset is undoubtedly satisfied guests, more than half of whom return regularly. Marketing Automation and the Personalised Offers featured by the Profitroom booking engine contribute to their satisfaction.

The hotel DOS, Jan Čepek outlines his strategy: "In the long term, we try to minimize sales through various benefit programs or online intermediaries and obtain the vast majority of reservations only directly. After 6 months of using Profitroom products, it is possible to say that we managed to convert most of the reservations within the online reservation system and during the following year we would like to bring this percentage to 100% perfection." This approach to bookings is truly unique to the local market in the Czech Republic and thus worth taking an inspiration from, especially for Czech and Slovak hoteliers.

Top 3 Core Objectives: Jan Čepek says: "In 2018, we deployed a competing solution, which, however, ceased to suit us after only a few months. This was followed, I admit, by several years of mistrust of similar platforms, and there was even a proprietary solution developed specifically for us. However, we ultimately rejected this idea as too expensive. So there was a selection process and we chose Profitroom out of three offers. Even before the deployment, we made approximately 90% of reservations directly, but mainly offline. We cooperated with several selected online travel agencies (OTAs), due to Covid restrictions and the need to optimize booking channels we decided to deploy these three products:

Profitroom Booking Engine 360: To convert the direct offline bookings into direct online bookings and upsell extras.
Profitroom Channel Manager: To fully control all the rate plans accross all of the hotel sales channels.
Profitroom Marketing Automation: To convert the OTA clients into the loyal and frequent guests of the resort.

Innovators Mentioned

Resort Sv. Katerina

Profitroom

Jan Čepek

Director of Sales

Resort Sv. Katerina

"Online agencies do not fully understand our concept, they do not know how to sell our products to relevant segments, they focus more on volume which does not fit our resort. Thanks to the Profitroom platform, we were able to offer clients a more convenient and faster solution for booking accommodation and stay packages, of which we have a total of 26, which is certainly an above-average number. We have received overwhelmingly positive feedback from clients and according to our findings, they use the Profitroom Booking Engine well and quickly get used to it. We shortened the process of selecting offers and booking for them, as a result of which our bounce rate dropped rapidly. With competing solutions, there was up to 80 percent drop in the booking path which is completely unacceptable for us."

Jan Čepek

Director of Sales

👍 Director of Sales Jan Čepek said that Profitroom booking platform fully meets our needs for a fast and convenient online sales solution.:

"Online agencies do not fully understand our concept, they do not know how to sell our products to relevant segments, they focus more on volume which does not fit our resort. Thanks to the Profitroom platform, we were able to offer clients a more convenient and faster solution for booking accommodation and stay packages, of which we have a total of 26, which is certainly an above-average number. We have received overwhelmingly positive feedback from clients and according to our findings, they use the Profitroom Booking Engine well and quickly get used to it. We shortened the process of selecting offers and booking for them, as a result of which our bounce rate dropped rapidly. With competing solutions, there was up to 80 percent drop in the booking path which is completely unacceptable for us."

⚖️ The selection process: During their research process, Jan Čepek also researched Bookassist, and ultimately decided Profitroom was the best fit for them.

Director of Sales Jan Čepek said, about their decision: ""Our hotel is quite specific - both in terms of what and in what breadth it offers, and also in our requirements for information systems. It took us quite a while to come up with the right solution, but I dare say that our efforts paid off. Thanks to the Profitroom platform, we were able to offer clients a more convenient and faster solution for booking accommodation and stay packages. And thanks to the personal approach and commitment of the Customer Success managers, we also successfully went through the onboarding process.""

📈 The results: Most hoteliers have been striving for such excellent results for years, so what is behind these results? Jan Čepek says: "It is thanks to a comprehensive marketing strategy and appropriately chosen technologies."

80-90% share of direct bookings, 17% of bookings generated by Personalised Offers (i.e. Profitroom Marketing Automation)
26 different packages and offers can be sold online thanks to Profitroom Booking Engine 360
1 Reservations Department workforce was dedicated to the direct contact with the guests at the Front Desk

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