Barclay Suites

Increasing revenue per available room through strategic value-based approach.
“ReserveGroup is now an integral component in our ongoing success helping us to know our guests and to best position our business to them.”
- Chris McIntosh, Group General Manager, Blackstone Group
Barclay Suites is a 110 room service apartment hotel located in the heart of Auckland City, New Zealand.

Objectives

  • Increase average daily rate
  • Identify product and customer segments
  • Find a unique value proposition
  • Develop a brand identity

Solution

  • Develop brand positioning and build brand equity through loyalty
  • Research and analyse data to identify customer segments; who, when, where, needs and motivators
  • Develop a unique rate strategy and revenue management procedures using a tiered rate structure and dynamic pricing
  • Utilise identified customer segments and value proposition mapping to position products in the market

Delivered

  • New brand identity
  • Developed unique value proposition and positioning with 'Ask Barclay' leveraging the concierge team as validation of exemplary service, knowledge and personalised guest care
  • Delivered a rate strategy to increase average daily rate and revenue per available to market limits whilst maintaining brand position
  • Design and build of a new responsive website with integrated internet booking engine, channel management and distribution software
  • Regular guest communications to promote loyalty, repeat bookings and increase direct bookings
  • Marketing and promotional activity to build audience and increase brand awareness
Barclay Suites

Results

Increase in RevPAR year on year by 39%

“From the outset, Reserve Group became our dedicated machine driving research and analysis. The consultative period was engaging and informative and provided great insights into where our business was currently sitting in the marketplace and assisted identifying areas of potential growth and development. Initiatives were trackable, and our results were significant.”

- Chris McIntosh, Group General Manager, Blackstone Group
Barclay Suites
Barclay Suites
Barclay Suites
Barclay Suites
Barclay Suites

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