The Bull Auberge saves £1,000 monthly on OTA commissions with RoomRaccoon

OPERATIONS

The Bull Auberge is a charming, family-owned country hotel in North Suffolk. Owned by Jake and Katy Berridge, the hotel blends modern comforts with carefully preserved original features, such as exposed wooden beams and elegant furnishings, across its 11 beautifully refurbished rooms.

Why it matters: In 2022, owners Jake and Katy Berridge of The Bull Auberge sought a user-friendly and cost-effective system that offered comprehensive reporting capabilities.

They found the ideal solution in RoomRaccoon, which fulfilled all their requirements and offered benefits beyond their expectations.

Top 3 Core Objectives: The Bull Auberge needed a modern hotel management system tailored to boutique hotels to capture direct bookings and enhance the guest experience.

Increase direct bookings: The Bull Auberge aimed to boost direct bookings while reducing its dependency on OTAs, which often come with high commission fees. To achieve this, they implemented the Raccoon Price Checker, a booking engine widget that displays competitive direct booking rates alongside OTA prices directly on their website.
Competitive rates: Jake and Katy needed a PMS with built-in dynamic pricing. With RoomRaccoon, The Bull Auberge uses tools like RaccoonRev to compare rates with local competitors, helping them stay competitive and optimize revenue.
Seamless invoicing: Jake and Katy wanted to offer a seamless dining experience at The Yaxley Bull with a POS system integrated into RoomRaccoon. By connecting with EposNow, the hotel effortlessly merges restaurant charges with room bills, providing guests with a single, consolidated invoice.

Innovators Mentioned

The Bull Auberge

RoomRaccoon

Jake Berridge

Owner

The Bull Auberge

"In my view, having access to a dynamic pricing tool is invaluable. I would dread to think of the countless hours I would spend each week on competitive analysis and setting up all these dynamic tools."

Jake Berridge

Owner

👍 Owner Jake Berridge said that As a well-known wedding destination, The Bull Auberge faced fierce competition from larger properties nearby. To ensure that their rates were competitive, Jake and Katy needed a property management system with integrated dynamic pricing.:

"In my view, having access to a dynamic pricing tool is invaluable. I would dread to think of the countless hours I would spend each week on competitive analysis and setting up all these dynamic tools."

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

Owner Jake Berridge said, about their decision: "RoomRaccoon checks all the boxes for us. From back-end usability to customer-facing features, it’s incredibly intuitive. I use it more than just for check-ins and check-outs—it’s perfect for everything from reservations to add-ons, reporting, and even sending confirmations. It’s easy to navigate and has significantly improved our direct bookings and guest experience."

📈 The results: Since adopting RoomRaccoon, The Bull Auberge has seen tremendous success, achieving high occupancy rates and significantly reducing its reliance on OTAs.

The Bull Auberge saves £1000 per month on OTA commissions.
The Bull Auberge achieved an average occupancy rate of 80% over the year with dynamic pricing.
Zero billing errors with POS integration.

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