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Marina Tower Waikiki Turns Looking into Booking with Lights On Digital

Marina Tower Waikiki exceeded goals in both ADR (average daily rate) levels and year-over-year RevPAR (revenue per available room) growth thanks to revenue management help from Lights On Digital, a Honolulu-based digital marketing and revenue management agency. Lights On was also instrumental in quadrupling the conversion rate for visitors to the website, turning looking into booking.
“Will Song, co-founder of Lights On Digital, pays close attention to the pricing terrain and reacts to it instantly. He is one of the best revenue managers I’ve ever come across," said Mike Dailey, president, Honolulu Hotel Operating Corp., which includes Equus Hotel and Marina Tower Waikiki.
RevPAR increased by more than 17 percent year over year for The Marina Tower Waikiki. Lights On started working with the property in August 2014, identifying and addressing issues including a dated website and maximizing revenue management and guest benefits, as only a quarter of the approximately 200 rooms in the 42-floor property were managed as hotel units.
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