Great Wolf Lodge maximizes efficiency amid strategy change

REVENUE MANAGEMENT

Discover how waterpark resort leader, Great Wolf Lodge, reshaped their revenue management strategy to optimize total profitability and drive occupancy.

Why it matters: Great Wolf Lodge, a leading family-oriented resort brand, sought to enhance its revenue management strategy by moving beyond traditional approaches and maximizing profitability.

While the team had automated pricing in place, the lack of access to sources of actionable information like web shopping data, made forecasting and pricing strategies challenging.

Top 3 Core Objectives: Great Wolf Lodge aimed to leverage an Open Pricing philosophy and data-driven insights to optimize pricing strategies and maximize total resort profitability, with a focus on increasing occupancy and ancillary revenue.

Improve forecasting accuracy: Overcome limitations of the previous RMS and leverage web shopping data for more accurate demand predictions.
Optimize pricing strategies: Implement a more dynamic pricing approach that considers both room rates and ancillary revenue opportunities.
Streamline revenue management processes: Reduce manual adjustments and empower revenue managers with data-driven insights.

"We’re spending a lot less time managing and second-guessing the system. It’s allowed us to find answers to tough questions very quickly and then optimize on them."

Alan Genin

Chief Commercial Officer

Innovators Mentioned

Great Wolf Lodge

Duetto

Alan Genin

Chief Commercial Officer

Great Wolf Lodge

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👍 Chief Commercial Officer Alan Genin said that Duetto's automation has freed up valuable time for revenue managers to focus on strategic analysis and optimization.:

"We’re spending a lot less time managing and second-guessing the system. It’s allowed us to find answers to tough questions very quickly and then optimize on them."

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

Chief Commercial Officer Alan Genin said, about their decision: "The combination of Duetto being a true software-as-a-service product, as well as just generally progressive and nimble, enabled us to get the enhancement through quickly. We saw that impact on our business over the summer."

📈 The results: By partnering with us, Great Wolf Lodge successfully transformed its revenue management strategy, driving significant improvements in key performance indicators and achieving its business objectives.

Increase in occupancy and RevPAR: By incorporating the marginal spending of different suite types into revenue forecasts, we enabled Great Wolf Lodge to confidently increase occupancy while driving significant RevPAR growth.
Data-driven strategy refinement: Utilizing web regrets and denials data allowed the resort brand to gain valuable insights into guest behavior and refine pricing and marketing strategies accordingly to achieve maximum total profitability.
Improved operational efficiency: Automation and data-driven insights reduced manual adjustments and empowered revenue managers to focus on proactive strategic initiatives.