Hotel at Auburn University Increases Group Business Profits
The Hotel at Auburn University & Dixon Conference Center has priced its rooms based on total guest value using The Rainmaker Group’s guestrev product for more than one year, but with group business claiming a high percentage of its overall mix, the hotel also needed a solution to optimally price group bids. After weighing options in a wide range of price points and capabilities, the hotel chose Rainmaker’s grouprev solution, and has thus far experienced seamless integration; substantial growth in occupancy, rate and RevPAR; and a quicker-than-ever response to RFPs.
An integral part of Auburn University, with 45 percent of its business hailing from groups, the hotel prioritized finding a group pricing tool that hit the sweet spot of capabilities versus cost, something Director of Sales and Marketing Todd Scholl calls “the Goldilocks syndrome.” “As a smaller hotel without the huge financial backing of a national flag, we need a great product with a value quotient that provides strong ROI without being considered ‘economy’ in terms of capability,” he said.
Scholl also recognizes that with the market growing, The Hotel at Auburn University needs to look at an entire booking instead of just room contribution. The hotel provides more than 22,000 square feet of meeting space and extensive dining options, making the potential total revenue contribution from a group critical in determining which ones to pursue.
See how adopting the grouprev solution into their Rainmaker suite helped them increase group revenue by downloading the full case study below!