Situated on Cowell seaside and steps from the boardwalk, Dream Inn Santa Cruz is the epitome of a neighborhood’s resort. Staff maintain esteemed positions within the Chamber of Commerce and Conference & Guests Bureau. Workers dedicate their time to native causes, like Save Our Shores, Save the Waves, and the Monterey Bay Sanctuary.
In contrast to different inns that lose their sense of place, Dream Inn is an genuine a part of the neighborhood. In consequence, it’s residence 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 wished to create a world-class, revenue-generating group, however struggled with their lack of visitor information. Most reservations on the time have been made by means 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 information was so poor. In brief, The Dream Inn wasn’t working as a contemporary, data-first gross sales and advertising group, and there wasn’t a tradition of steady enchancment.
When Dream Inn turned a Revinate buyer in 2017, every thing modified — together with the features of the gross sales brokers.
Dan, who’s liable for the Reservations group explains, “Inside one week of utilizing Reservation Gross sales, I had the decision information that I at all times wished. It utterly reworked how I ran the group. 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 group booked over 330 outbound reservations producing over $350K, an almost 600% enhance in outbound income.
With reservation brokers specializing in inbound and outbound gross sales, Dream Inn added the “Push2Talk” characteristic of Reservation Gross sales to their web site, which provides guests the comfort of clicking a small icon to right away set up a cellphone dialog with a dwell reservation agent. Since implementing, Dream Inn has pushed greater than 445 bookings and over $450K in income from this characteristic alone.
Concurrently, the resort was in a position to give attention to providing native visitor packages, utilizing the brokers to promote out occasions, like live shows, on the pool deck and a dinner practice occasion at Roaring Camp Railroad. Leveraging wealthy visitor information in Revinate, the group centered on reaching the native market with these emails and name campaigns.
“We began by advertising 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 proper viewers with the proper provide,” explains Dan. All these presents have been call-in solely to make sure a high-touch expertise with excessive conversion.
And, with a Reservations group now 100% centered on gross sales and armed with information, Dream Inn can assign brokers to observe up on deserted buying carts and make the most of lead kinds to construct rapport with visitors and assist them make the most effective selections for his or her keep, whether or not it’s choosing the proper room for his or her scenario or sharing native information concerning the space.
In truth, the advertising and gross sales group work hand-in-hand to ensure each lead is correctly nurtured. Utilizing Revinate Advertising, after a cellphone dialog with a heat lead, an automatic e-mail is distributed three days after the preliminary dialog with a immediate to e-book a room or converse with an agent. The identical goes for chilly leads. The contacts obtain an e-mail 5 and 21 days submit cellphone dialog with a immediate to talk to an agent or e-book 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.
Not too long ago, a database-wide e-mail selling a summer season 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 to this point (from Might 2018 – July 2023).
As we speak, 40% of Dream Inn’s bookings are accomplished over the cellphone and 35% come direct, on-line, leaving the smallest proportion to OTAs. This can be 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 Assist Supervisor at Revinate provides Dan the total scope of reporting he wants and gives him with a associate. “Revinate has been an unbelievable associate to us. The software program provides us the instruments to forecast, measure and constantly enhance, and the assist we obtain is prime notch. Revinate is priceless,” he says.
As we speak, the group is seeing a 10x ROI because of the partnership with Revinate and has grown their outbound reserving income from $46K in 2017 to over $350K in 2022 — an unbelievable +600% enhance.