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Indie Hotel Operators Drive Revenue with Big Data

Big Data can drive healthy revenue. But to do it, hoteliers must choose a system built for the hospitality industry. Vintage Hotels operates five unique luxury boutique properties in Niagara-on-the Lake, Ontario, Canada, another in Caledon, and one in the town of Stratford. All share one Maestro Multi-Property PMS with centralized Yield Management to optimize rates and use Maestro Analytics to optimize data.

“I use Maestro Analytics to data-mine performance information to identify our best-selling rates, most valuable markets, trending guest origins, and guest spend patterns," said Michelle Miller, Corporate Director of Revenue. "Solid data lets us invest our advertising budget in more effective promotions in successful markets.”

"The US dollar affects our business," she said. Her company holds weekly production and forecast meetings where they monitor the dollar’s impact on property performance based on data from Maestro Analytics.

Campbell’s Resort in Washington uses Maestro Yield Management. “We monitor booking pace daily and evaluate our market performance in Maestro Analytics. If our trend changes, we refine our strategy across four seasons,” said Libby Stowe, Campbell’s Front Office Manager.

Maestro Analytics also helped Campbell's conquer a new market. “We recently evaluated our banquet segment for family groups to stimulate our family reunion business. Maestro Analytics built our promotional email lists that generate a much higher open rate than general emails," said Stowe. "The Analytics Big Picture Report even helps optimize staffing to maintain service standards. When we acquired another property, we applied Maestro Analytics there, as well.” Maestro PMS was developed from the ground up as a true hospitality enterprise system that offers a comprehensive suite of 20+ integrated modules sharing a single database.
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