Smarter hotel management in practice

How independent hotels compete in a rapidly digitising market with smart choices

With technology and economies of scale increasingly making the difference in the industry, independent hoteliers are looking for ways to stay competitive. The challenge for independent operators is to keep up, without compromising on the personalised guest experience in which they excel. Concierge Company, full-service operator of boutique hotels, explains how its partnership with RoomPriceGenie, provider of easy-to-use revenue management software, makes this possible.

Concierge Company is hotel operator for boutique hotels in The Hague and Amsterdam. The company currently manages five hotels, ranging in size from 4 flats to 32 rooms, with a total of over 120 rooms. "On behalf of the owner, we manage the hotels from A to Z," explains co-founder Mirjam van Lelyveld. "From strategy to operational execution, including housekeeping, revenue management and technology - everything is aligned to make the guest journey 100 per cent right." The hotels are small in scale, but big in character. "Each room is uniquely decorated and guests will always find a personal touch here. Thanks to the combination of an in-house pantry and collaborations with local entrepreneurs for breakfast, for example, we create a complete experience with a lot of freedom and comfort."

Technology plays a crucial role in how Concierge Company operates. "We are a relatively small team managing a growing number of hotels. Therefore, automation is not a luxury, but a necessity," says Van Lelyveld. "We build our system as an ecosystem in which everything - from PMS to mobile keys - works seamlessly together."

From reactive to proactive revenue management

Until a few years ago, revenue management within the company was largely done manually. "Many of our clients or owners worked with fixed rates or Excel sheets. That gave little grip on market movements," says co-owner Gijs Hoff. "By implementing RoomPriceGenie, we combine our knowledge with smart software. This allows us to stay sharp, while on volume we have now become a serious player."

According to Hoff, RoomPriceGenie's simplicity and personal support were decisive. "The software works well with our PMS, is user-friendly ánd the team behind the product actively thinks along with us. That inspires confidence."

Results that are visible

According to business developer Daphne Roorda, the implementation went "smoothly and intuitively." Within a short time, the system was operational and the first effects were visible. "We immediately saw higher room rates and an increase in ADR. The pricing strategy can be adjusted per hotel, with room to set minimum and maximum prices. We also determine per location - city hotels versus beach hotels, for example - how aggressively we want to price in certain periods. That flexibility is worth its weight in gold."

The team also notices a difference on a daily operational scale. Roorda: "I now spend about half an hour to three quarters of an hour a day on RoomPriceGenie, for all hotels. We used to have to make manual adjustments - now this is largely done automatically." Hoff adds: "Above all, the system protects us from missed opportunities. We are no longer surprised by local peaks in demand." RoomPriceGenie also allows for manual correction at the same time. "When the NATO summit was announced, we were able to intervene in the pricing in advance" says Roorda.

Technology that supports, not takes over

Sarah Waterloo, Business Development Manager BeNeLux at RoomPriceGenie, recognises many of these experiences. "A common misconception is that automation means losing control. But the opposite is true. Our system supports, but the hotelier always remains in control."

RoomPriceGenie differs from traditional revenue management systems because of its years of revenue management experience and personalised approach. "We are designed for hotels of any scale. Our users range from inexperienced hotel managers to seasoned revenue experts" says Waterloo. Pricing is based on real-time data such as pick-up rate, occupancy, local events and market dynamics. "We update 12 times a day, so the pricing strategy continuously moves with the market."

Working with larger hotel groups such as Concierge Company requires a tailored approach. Waterloo: "We always start with a personal onboarding and stay involved through strategic feedback moments. Even in a partially automated way of working, many hoteliers still want to be able to intervene. Our system allows for that - fully automated or hybrid."

The next step

The positive experiences have led Concierge Company to choose RoomPriceGenie again for its newest hotel - with 20 rooms on the beach - as well. Sarah Waterloo: "For many hoteliers, the switch to automation feels like a big step, but it's actually a way to create peace and overview. The time you save can be invested in what really counts: a strong strategy and an optimal guest experience."