Objective

This corporate market property based in Milton Keynes had recently left the Hilton Group and was operating independently while re-branding as Delta by Marriot.  The challenge was to maintain revenues during this transition as well as guide management through the Revenue Management aspects of Mariott’s unique on-boarding process.

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Solution

VROOM provided an Outsourced Revenue Management service for this interim period which included forecasting, daily rate management, temporary system configuration, group and corporate rate negotiation.  VROOM also spent one day per week on-site to advise on crucial Revenue Management decisions in the Marriot on-boarding process.

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Outcomes

This was a testing time for the hotel team with multiple system switch-overs, staff changes and major refurbishments all impacting at the same time.  VROOM managed to keep revenues stable, all key Marriot deadlines were met, and all aspects of revenue management transitioned smoothly.

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Client's Viewpoint

It has been a great pleasure to work with VROOM Revenue Management. Initially we met in North Yorkshire at The Feversham Arms and Black Swan Hotel in Helmsley in my capacity as a Consultant leading a turnaround project for the properties, the Revenue Consultant from VROOM was advising and supporting both hotels to correctly position and maximise revenue in a market when the competitors were heavily investing and market share was being eroding. This person and the VROOM Revenue Management excelled.

I appointed VROOM Revenue Management to assist in a very challenging re-branding project at a property in Milton Keynes, originally a Hilton Hotel, acquired by Bowling Green Asset Management (BGAM), with a transformation plan to be the very first Delta by Marriott in the UK.

There were huge challenges at every step for VROOM to overcome. No distribution systems GDS or OTA, declining occupancy, no data base, no Revenue Manager, no historical data, trends or past segmentation, very limited production statistics or knowledge of corporate base / rates, no market intelligence, all this with a temporary system in place until the transition to Marriott systems and procedures.

VROOM worked through every scenario, resolving the issues, supporting the business and coaching the team as required, never anything but, with a calming influence and professionalism. they built the systems and strategy twice, firstly as an independent hotel and then planned and built the strategy for the switch for repositioning to Marriott. They liaised and managed the planning and execution of the transition with Marriott Hotels UK revenue teams, BGAM’s Sales and Marketing team and fully orchestrated the very successful hotel transformation, handing the hotel having completed the complex and challenging project with great success to the newly appointed revenue team.

VROOM has a great overall understanding for TOTAL REVENUE MANAGEMENT, an essential and valuable asset in today’s economic uncertainty.

I cannot recommend VROOM Revenue Management enough, if in need of any assistance in the future I would not hesitate to appoint them again.

Mark J. S. Platt – Director

Paragon Hospitality Consultants

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