Leveraging Hotel Tech And Growing Hotel Revenue During The Pandemic

REVENUE MANAGEMENT

With the use of Atomize, Robin Hood Inn managed to increase its hotel revenue, even during the pandemic.

Why it matters: Listen to Sam Kirsch, General Manager and Pink Yu, Director of New Business Development and Media at Robin Hood Inn & Suites. In this case study, they share how revamping the property’s facilities and stepping up their revenue management game with Atomize RMS.

Implementing Atomize allowed Robin Hood Inn to consistently reach a market penetration index between 110% and 230%, even in an unstable market. As a result, they were even able to increase their hotel revenue during the pandemic and the recovery period.

Top 3 Core Objectives: To gain a deeper understanding of our market and the compset and better utilize demand shifts to adjust rates and capture more revenue opportunities.

Utilize changing demand: Sudden demand shifts have become much more common since the spread of Covid-19 and the frequent changes in travel restrictions. Having to rely on manual research and data collection made it very hard for Pink to ensure the Robin Hood’s rates always reflected the latest shifts. Using the Atomize RMS and its Autopilot function has solved this problem. The system takes live market changes such as search pressure and competitor rates into consideration when optimizing prices in real time.
Market and competitor insights: Before using Atomize, the team at the Robin Hood Inn did manual research and rate shops to get an overview of their competition and demand shifts in the market. This cost a lot of valuable time and only offered a limited, static picture to base pricing decisions on. Today, the Robin Hood Inn lets Atomize handle market and compset data collection. This has created an entirely new outlook on the market and its competitors and makes it much easier to understand who they currently are competing against, and which properties potential guests are comparing them to. That helps Robin Hood inn make more well-informed pricing decisions.
Immediate rate updates: Sudden demand shifts have become much more common since the spread of Covid-19 and the frequent changes in travel restrictions. Having to rely on manual research and data collection made it very hard for Pink to ensure the Robin Hood’s rates always reflected the latest shifts. Using the Atomize RMS and its Autopilot function has solved this problem. The system takes live market changes such as search pressure and competitor rates into consideration when optimizing prices in real time.

Innovators Mentioned

Robin Hood Inn and Suites

Atomize

Pink Yu

Director of New Business Development

Robin Hood Inn and Suites

Sam Kirsch

Robin Hood Inn and Suites

"“When we did manual compset research, we always looked at a fixed group of hotels around us. With Atomize, we can cast the net much wider and examine more different properties. This has shown us that sometimes we compete with properties that weren’t previously on our radar as direct competitors. Using Atomize makes it much easier to understand who we are currently up against, and which properties potential guests are comparing us to. That helps us make more well-informed pricing decisions. It also gives us the chance to revisit our overall offering to ensure we always provide the best value for money and the best experience in the area,” Pink explains."

Pink Yu

Director of New Business Development

👍 Director of New Business Development Pink Yu said that Atomize gives Robin Hood Inn a clearer picture of the competitive landscape and who they are compared with:

"“When we did manual compset research, we always looked at a fixed group of hotels around us. With Atomize, we can cast the net much wider and examine more different properties. This has shown us that sometimes we compete with properties that weren’t previously on our radar as direct competitors. Using Atomize makes it much easier to understand who we are currently up against, and which properties potential guests are comparing us to. That helps us make more well-informed pricing decisions. It also gives us the chance to revisit our overall offering to ensure we always provide the best value for money and the best experience in the area,” Pink explains."

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

GM Sam Kirsch said, about their decision: "“We have many different tasks every day, both on the operations and the commercial side of the business. It’s crucial for me that our tech tools help us complete our wide variety of work more efficiently and effectively. That’s one of the things I enjoy so much about using Atomize. It saves us several hours a week and provides us with live optimized pricing 24/7, it basically manages the heavy lifting for us” Sam says."

📈 The results: A tremendous increase in hotel revenue, even during the pandemic.

This quick reaction to a sudden spike in demand made June 2021 the hotel’s best month this year by far. The Robin Hood also beat its competitors on several KPIs by a long shot. Their occupancy more than doubled from May to June in comparison with their competition.
The Robin Hood also managed to increase their ADR by around CAD 10 month over month and saw their RevPAR soar from just below CAD 30 in May to CAD 72.04 in June. Again, they significantly outperformed their competition which achieved RevPAR values between CAD 54.50 and CAD 65.78.