Case Study

How Suha Hospitality Saves Three Hours a Day by Automating Pricing Decision

Alexandra Fjällman

Atomize · February 04, 2023

SUHA Hospitality offers stylish and modern accommodations for those traveling to Dubai on holiday or business. SUHA Hospitality has recently been going through a technology transformation to increase operational efficiency and stay competitive in the dynamic market of Dubai. One of their game-changing investments was Atomize RMS which has helped them increase revenue and saved 3 hours of daily, manual work. Their luxurious hotel apartments are ideally located throughout Dubai. This ensures guests have easy access to the city’s top business, entertainment and lifestyle venues. Given the brand’s ongoing success, several new projects are already in the pipeline.

Why it matters: Learn from the leaders, Rahul Sati, Cluster Director of Revenue, and Walid Mussa, Head of Sales and Marketing at SUHA Hospitality, how they navigated the pandemic and how the company is leveraging innovative technology like Atomize to refine its strategies and drive sales.

Dubai has always been a highly dynamic market that requires revenue managers to frequently update their rates to stay competitive. This got magnified when the pandemic upset well-established booking patterns and caused frequent unexpected demand shifts. Consequently, it became extremely challenging to keep up with manually checking demand and updating rates for all SUHA’s hotels, this is the background to SUHA Hospitality´s decicion to implement Atomize RMS.

Top 3 Core Objectives: SUHA Hospitality wanted to invest in a RMS with a high level of automation to be able to remove the tedious task of manual price setting, increase their revenue KPIs and to stay competitive in a dynamic market like Dubai, with continuously shifting demand patterns,

Monitor shifting demand: Unexpected demand shifts made it extremely challenging to keep up with manually checking demand and updating rates for all SUHA’s hotels. Needed an RMS that could take market demand into consideration
Price automation: Wanted to implement price automation to be able to spend more time on strategic, long-term planning.
Invest in success: SUHA aimed for an RMS that could both save costs (manhours) and increase revenue at the same time.

"Thanks to Atomize, we were able to adapt to demand shifts in real time. That allowed us to seize revenue opportunities we would have likely missed in the past because we weren’t able to update our rates fast enough. Now, we can be sure that our prices are always in line with demand, be it for last-minute bookings or above-average lead times. This has resulted in us continuously outperforming our compset’s ADR since using Atomize."

Rahul Sati

Cluster Director of Revenue

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👍 Cluster Director of Revenue Rahul Sati said that Through the use of Atomize, SUHA hospitality captured more bookings at higher rates and managed to outperform their compset's ADR.:

"Thanks to Atomize, we were able to adapt to demand shifts in real time. That allowed us to seize revenue opportunities we would have likely missed in the past because we weren’t able to update our rates fast enough. Now, we can be sure that our prices are always in line with demand, be it for last-minute bookings or above-average lead times. This has resulted in us continuously outperforming our compset’s ADR since using Atomize."

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

Cluster Director of Revenue Rahul Sati said, about their decision: "I began looking for an RMS with a high level of automation. Our PMS provider, HotelTime, recommended some of their integration partners, one of which was Atomize. After seeing their demo, I was convinced that Atomize was the best fit. It looked like the most user-friendly tool with solid support and the best value for money."

📈 The results: Since implementing Atomize, SUHA Hospitality Group's hotel properties are now always priced properly, 365 days into the future. Implementing price automation has helped them capture more bookings at higher rates and has led to SUHA consistently outperforming their competitors in terms of ADR.

Atomize evaluates real-time and forward-looking market data to automatically adjust rates whenever necessary. As a result, the prices for all SUHA properties now reflect the latest market shifts 24/7
The brand has been able to consistently outperform its competitors in terms of ADR since implementing Atomize.
Now that Atomize handles the pricing, they can focus on the other elements and spend more time analyzing their performance and optimizing their digital marketing to drive more direct bookings.