Elite Hotels of Sweden is a prominent and well-respected hotel chain in Sweden, boasting over 30 distinctive properties in major cities. Guided by its core pillars — tradition, quality, and flair — the chain has built a reputation for delivering top-notch service, maintaining the hotel management tradition, and creating memorable guest experiences.
Given the diverse range of guests the hotel chain caters to, tailoring experiences to specific guest segments became pivotal in enhancing overall guest satisfaction.
In our discussion with Ronja McMullen, Assistant Director of Revenue Management, we explored how Oaky enables personalised guest experiences with segmentation, drives ancillary revenue, and ensures alignment of the value proposition across the entire chain with chain dashboard capabilities.
Objectives of Elite Hotels of Sweden aimed to achieve with the Oaky implementation
Elite Hotels of Sweden sought to diversify revenue streams by increasing ancillary revenue and boosting room revenue. They also aimed to streamline manual tasks for the hotel team and provide distinctive guest experiences tailored to loyal, corporate and leisure guests.
Objective #1: Boost ancillary revenue
To boost revenue from room upgrades, the chain sought a tool to empower teams to upsell room upgrades effectively, ensuring maximum occupancy and revenue capture.
Objective #2: Create unique guest journeys
Catering to a significant number of corporate guests, the hotel aimed to provide tailored deals for conference stays. Implementing a segmented value proposition for different guest personas allowed the hotel to curate unforgettable experiences for both corporate and loyal members.
Objective #3: Remove the manual burden of upselling
By introducing automated upselling, the hotel group aimed to relieve the front desk team of the manual efforts. This initiative not only freed up valuable time but also equipped the team with the right tools to offer room upgrades seamlessly through automated inventory management.
How does Elite Hotels of Sweden use Oaky today?
The Elite Hotels team started their transformative journey with Oaky in 2019, integrating the software seamlessly into their strategy. Since then, it has become an indispensable asset, consistently driving ancillary revenue and helping to reach exceptional financial milestones.
Harnessing Oaky’s segmentation to drive personalisation and revenue
Leveraging segmentation, the Elite Hotels team skillfully customises their offers to various guest segments. Attracting both business and leisure guests, the team recognised the need to tailor their offerings to the needs and wants of different segments.
With Oaky’s segmentation, they ensure that the right deals are presented to the right guests, featuring the right pricing and messaging resonating with specific segments. Moreover, it helps front desk teams focus on upselling more enticing deals rather than pushing additional items, such as robes and slippers, which are proactively upsold at the pre-arrival stage.
Maintaining brand consistency thanks to the Oaky chain features
With over 30 hotels under one umbrella, ensuring consistency is crucial for the brand image. For many OTA guests, Oaky’s pre-arrival emails serve as the initial touchpoint with the Elite Hotels brand.
Therefore, the chain dashboard proves extremely useful, allowing the hotel chain to apply unified branding across the entire portfolio and efficiently roll out and update the range of deals and services offered by each individual hotel through Oaky. This eliminates manual work and keeps multiple individual properties in sync.
Hassle-free automated upselling
With the recent two-way integration and PMS used by Elite Hotels, the group is poised to enhance automation and improve operational efficiency further. The integration is designed to minimise rejection rates, ensuring that no revenue opportunity will slip through the cracks, all while making life easier for the dedicated hotel teams.
Outcomes summary
Elite Hotels of Sweden redefined their revenue landscape and achieved remarkable results across its chain with Oaky.
Outcome #1* An increase of 27.7% in room upgrade and service sales since Ronja McMullen has started implementing Oaky at the chain level.
Outcome #2* Elite Stadshotellet Karlstad and Elite Plaza Hotel Malmö showcased outstanding ROI, with values of 18 and 15, respectively, underscoring the impactful financial gains facilitated by Oaky.
Outcome #3* Elite Palace Hotel experienced a remarkable revenue growth rate of 63% compared to 2022.
