Case Study

How Zion Ponderosa Increased Upsell Revenue by 24% and Optimized Operations with ThinkReservations

Ariel Frias Ducoudray

ThinkReservations · 四月 07, 2025

Zion Ponderosa Ranch Resort, located in Zion National Park, transformed its guest experience and operational efficiency by adopting ThinkReservations. With over 150 units and a wide variety of activities, the resort achieved a 24% increase in upsell revenue while streamlining operations and optimizing revenue management.

Why it matters: Managing a multi-type property with diverse accommodations and activities posed significant challenges for Zion Ponderosa. With their previous provider, they experienced a significant amount of abandoned bookings. ThinkReservations provided the tools necessary to simplify the booking processes, improve their revenue and enhance guest satisfaction. The resort now delivers seamless experiences for all guests while maintaining operational excellence.

The inefficiencies from abandoned cart bookings not only reduced revenue but also created operational strain. Lower occupancy meant underutilized resources, while unpredictable booking patterns made it difficult to allocate staff effectively. For a property of Zion Ponderosa's scale, where managing diverse accommodations and activities is already complex, these challenges compounded the workload for the team.

Top 3 Core Objectives: Simplify the booking process, streamline operations, increase upsell revenue, and optimize revenue management for year-round profitability.

Simplify Booking Processes: Zion Ponderosa needed a booking engine capable of managing multiple accommodation types and activities. ThinkReservations’ intuitive platform eliminated technical difficulties that previously caused lost reservations.
Increase Upsell Revenue: The resort aimed to boost revenue by integrating upselling opportunities into the booking process, allowing it to package tours, experiences and access to amenities to guests.
Optimize Revenue Management: To maximize profitability year-round, Zion Ponderosa required dynamic pricing tools to adjust rates based on demand trends, improving ADR and occupancy rates.

"When we’re able to simplify our job by using ThinkReservations and make the back-end side of our job easier, it allows us to better perform on the front end of our business—providing a higher quality of service to our guests."

Jake Millard

General Manager

👍 General Manager Jake Millard said that Simplifying processes to focus on service:

"When we’re able to simplify our job by using ThinkReservations and make the back-end side of our job easier, it allows us to better perform on the front end of our business—providing a higher quality of service to our guests."

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

General Manager Jake Millard said, about their decision: "By using the ThinkReservations yield management tool, we've been able to optimize the rates and the revenue that we're able to collect throughout high seasons or in our low season times. It's been a fantastic tool for us being able to have a pulse on our booking pace more clearly from occupancy, ADR, total revenue, and additional add-on sales revenue"

📈 The results: Zion Ponderosa achieved measurable success with ThinkReservations, eliminating its abandoned booking problem, increasing its revenue through the use of revenue management tools, increasing upsell revenue, improving ADR, and enhancing its operational efficiency.

The integration of upselling opportunities into the booking process led to a 24% boost in revenue from activities and rentals.
Dynamic pricing strategies enabled by ThinkReservations’ yield management tool improved ADR and occupancy rates during both high and low seasons.
Streamlined daily operations reduced staff workload while maintaining high service standards, allowing the team to focus on delivering exceptional guest experiences.