Positioned on Cowell seaside and steps from the boardwalk, Dream Inn Santa Cruz is the epitome of an area’s resort. Workers maintain esteemed positions within the Chamber of Commerce and Conference & Guests Bureau. Employees dedicate their time to native causes, like Save Our Shores, Save the Waves, and the Monterey Bay Sanctuary.
In contrast to different motels that lose their sense of place, Dream Inn is an genuine a part of the group. In consequence, it’s house to each locals and vacationers, who rub elbows within the surf-inspired foyer, pool deck, and restaurant.
Dream Inn’s Director of Gross sales and Advertising Dan Good needed to create a world-class, revenue-generating crew, however struggled with their lack of visitor information. Most reservations on the time have been made by way of the PMS, and there was no course of for accumulating visitor information, monitoring reserving abandonment, logging calls that didn’t convert, or following as much as get the sale. Reservation brokers weren’t held accountable to targets, as a result of the info was so poor. In brief, The Dream Inn wasn’t working as a contemporary, data-first gross sales and advertising and marketing crew, and there wasn’t a tradition of steady enchancment.
When Dream Inn turned a Revinate buyer in 2017, every part modified — together with the features of the gross sales brokers.
Dan, who’s answerable for the Reservations crew explains, “Inside one week of utilizing Reservation Gross sales, I had the decision information that I all the time needed. It fully remodeled how I ran the crew. I took away entrance desk duties from the gross sales brokers and had them give attention to inbound and outbound gross sales. We may lastly set targets round segments and market codes, quantify the worth of emails and calls, and leverage spiffs to drive enjoyable competitors.” Dream Inn instantly noticed their outbound income triple, and by 2022, the crew booked over 330 outbound reservations producing over $350K, an almost 600% improve in outbound income.
With reservation brokers specializing in inbound and outbound gross sales, Dream Inn added the “Push2Talk” function of Reservation Gross sales to their web site, which supplies guests the comfort of clicking a small icon to right away set up a telephone dialog with a stay reservation agent. Since implementing, Dream Inn has pushed greater than 445 bookings and over $450K in income from this function alone.
Concurrently, the resort was in a position to give attention to providing native visitor packages, utilizing the brokers to promote out occasions, like concert events, on the pool deck and a dinner prepare occasion at Roaring Camp Railroad. Leveraging wealthy visitor information in Revinate, the crew centered on reaching the native market with these emails and name campaigns.
“We began by advertising and marketing to visitors who lived inside 10 miles. Then we expanded to visitors who lived inside 50 miles. Revinate Advertising makes it very easy to make sure you’re going after the best viewers with the best provide,” explains Dan. All these affords have been call-in solely to make sure a high-touch expertise with excessive conversion.
And, with a Reservations crew now 100% centered on gross sales and armed with information, Dream Inn can assign brokers to observe up on deserted procuring carts and reap the benefits of lead varieties to construct rapport with visitors and assist them make the very best selections for his or her keep, whether or not it’s choosing the best room for his or her scenario or sharing native data in regards to the space.
In truth, the advertising and marketing and gross sales crew work hand-in-hand to verify each lead is correctly nurtured. Utilizing Revinate Advertising, after a telephone dialog with a heat lead, an automatic e mail is distributed three days after the preliminary dialog with a immediate to guide a room or communicate with an agent. The identical goes for chilly leads. The contacts obtain an e mail 5 and 21 days put up telephone dialog with a immediate to talk to an agent or guide a room. The chilly lead nurture e mail alone has generated over $15K in its first 3 months.
Dream Inn additionally makes use of Revinate Advertising to ship out one-time e mail campaigns to drive upsell income or new bookings with nearly no effort.
Just lately, a database-wide e mail selling a summer time deal drove greater than $625K with a 40% open charge. Their automated emails drive the identical excessive returns — an e mail despatched to visitors simply prior to take a look at encouraging a return go to has resulted in additional than $840K up to now (from Could 2018 – July 2023).
At the moment, 40% of Dream Inn’s bookings are accomplished over the telephone and 35% come direct, on-line, leaving the smallest proportion to OTAs. It is a large achievement for any hospitality income chief, however Dan is fast to share his success with Revinate.
His bi-weekly assembly with Dream Inn’s Buyer Help Supervisor at Revinate provides Dan the complete scope of reporting he wants and supplies him with a companion. “Revinate has been an unimaginable companion to us. The software program provides us the instruments to forecast, measure and constantly enhance, and the assist we obtain is high notch. Revinate is priceless,” he says.
At the moment, the crew is seeing a 10x ROI due to the partnership with Revinate and has grown their outbound reserving income from $46K in 2017 to over $350K in 2022 — an unimaginable +600% improve.