Right Revenue helped Silverbirch drive a strong revenue culture
Background
The 64 Bedroom Silverbirch hotel in Omagh, Northern Ireland has been family-run since 1978. The hotel has an enviable reputation as one of the country’s leading wedding venues; whilst its location on the footsteps of the Sperrin Mountains and on the edge of Omagh, make it a superb location for leisure and business travellers alike.
Challenges
Many of the daily tasks associated with revenue management were manual and time-consuming for the team, which did not include a dedicated revenue manager.
Whilst the owners and management of the hotel were satisfied with the hotel’s overall performance, they recognised that there was an opportunity for growth and felt that the hotel could drive revenue by moving to a more dynamic pricing model.
They had identified that, although wedding business was a top-performing segment for them in terms of room sales, this sometimes came at the expense of a strong average room rate and they wanted to consider the impact of improved rate strategies across additional segments. They therefore wanted to focus on increasing ADR across the business, with a strategic decision to attract more transient business.
Solution
The Silverbirch hotel installed Right Revenue’s software, integrated with Guestline in 2019. During this process they took the opportunity to review their rate structure and segmentation set up, with the support of the Right Revenue team. The step-by-step onboarding process was completed with an onsite training day before the system went live.
The team at Silverbirch began by using the reporting functions in Right Revenue and one-way integration with Guestline, whilst the team became accustomed to a new way of working. They subsequently switched on full two-way integration to allow their recommended rates to be sent back to Guestline at the click of a button. They continued to use the system throughout lockdown periods and were able to utilise several tools created by Right Revenue as a direct response of the challenges hoteliers were facing during the pandemic.
Results
The team at Silverbirch feel that Right Revenue has helped to drive a ‘Revenue Culture’ throughout the business. This meant, crucially, that not only did the team know what they were trying to achieve but they also understood why. All departments had access to the relevant data, presented in an understandable way. This was crucial in getting the team to ‘buy in’ to the direction the hotel wanted to move.
Having access to Right Revenue frees up staff’s time on a daily basis, allowing them to focus on core tasks and, in some cases, on more strategic elements such as the segmentation shift.
Crucially the hotel has also seen a direct return on investment and the system has aided them in driving revenue straight to the bottom line.
The Stats
Silverbirch have seen an overall ADR increase every year since installing Right Revenue (2019), despite the challenges of the pandemic. From £57.00 in 2019 to £81.00 in2022.
Q3 + Q4 2021 saw a 12% growth in revenue and a 38% growth in ADR when compared to the same period in 2019.
The team also estimates that they save approx. 2 hours in time every day by having all of their key data in one place, therefore negating the need to pull multiple reports and all of their senior team have access to business-critical information at the touch of a button.
What the Team Say
“The team at Silverbirch felt that Right Revenue understood the requirements of the hotel and had the technology and knowledge to make sure we achieved those goals. We bought into the fact that Right Revenue view each hotel as a partner, and they try to provide the necessary support, tools, and resources for the hotel to achieve their goals, with the technology at the forefront”
Allan Duncan – CEO
“Since installing Right Revenue we have seen a marked improvement in the hotels performance, despite the challenges that Covid has posed for the hotel and the industry. The rate recommendations have helped us drive our rates, whilst the reporting in the system has introduced a revenue culture within the team, so that we feel we are all pulling in the same direction. We can’t imagine NOT having Right Revenue now”
Alana McCauley – Reservation Manager
What Right Revenue Say
The team at the Silverbirch are an absolute joy to work with. Both the hotel and team epitomise our industry at its best – that being, an independent, family-run hotel who have a hard-working team that are passionate about their customers and passionate about learning new techniques. It was such a pleasure to support their whole team through a new revenue process and they continue to amaze us with their absolute passion for revenue! They are quite literally the perfect hotel partner and we are looking forward to working with and supporting them for many years to come.
Adrienne Hanna, Founder & CEO, Right Revenue