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06/23/2022

Starboard Hotels Shines Bright with Infor

UK independent hotel operator incorporates in-depth competitor analysis in its revenue management with Infor EzRMS.
Michal Christine Escobar
Senior Editor (Hotels)
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Starboard Hotels front desk agent

Infor announced that Starboard Hotels, one of the UK’s leading independent hotel operators, owners, and developers of franchised and own brand hotels, has successfully extended its use of Infor EzRMS, incorporating in-depth competitor information analysis to help deliver an intelligent, responsive revenue management system across nine hotels in the group.

Starboard has opted to take advantage of the full functionality of Infor EzRMS, with new capabilities enabling the business to obtain an automated, comprehensive insight into competitive pricing throughout all online channels. Starboard’s revenue team can now track online distribution channels consistently and systematically, checking positioning against regional competing offers to be able to match these, whilst taking into account changing demand and factoring in events as soon as they are announced.

This extra functionality will build on the excellent work of the team, increasing revenue throughout the hotels and improving competitiveness by enabling a data-based, total revenue management approach. The solution features deep-learning algorithms that dynamically recognise patterns to ensure optimal and accurate business forecasts, pricing and selling strategies.

“The new capabilities we now have at our disposal will underpin a truly responsive revenue management system,” said Darren Schembri, Starboard Hotels head of revenue and sales. “The reporting functionality of EzRMS has always been great, with the forecasting capability, in particular, most beneficial to the business. The ability to undertake comprehensive market and competitor analysis really will take our forecasting and revenue management to the next level, giving us a better understanding of what the market is doing to enable us to fulfil our revenue potential across our hotels.”

“The application is already providing centralised revenue management that delivers an intelligent, dynamic and consistent view of optimal potential revenue for nine of our hotels. The granularity of information that the system delivers is crucial in our industry, allowing us to make rapid, robust pricing decisions. We’re already seeing the benefit of the new functionality, and are looking forward to even deeper levels of pricing insight over the coming months,” Schembri said.  

“The hotel industry knows that it must move to a data-based approach to decision-making across all areas of the business, with every decision grounded in granular, timely insight,” said Stan van Roij, Infor international VP for hospitality. “As Starboard Hotels has recognised, Infor’s solutions for the hospitality industry deliver a clear, comprehensive and forward-looking picture of the business, underpinning crucial revenue optimisation to keep businesses one step ahead of the competition in an ever-evolving marketplace.”