Campbell’s Resort on Lake Chelan is one of Washington state’s most beautiful getaway spots. Situated along Chelan’s historic downtown waterfront, the eight-acre property has a wide range of accommodations, including suites, two-bedroom units, guest rooms, and cabins. It also boasts award-winning cuisine, a day spa, state-of-the-art conference facilities, and 1,800 feet of private beach. Popular with families, couples and businesses, the resort is close to shops and parks and only a short distance from the area’s wineries and golf courses.
With growing competition in the region, the property’s management team realized the need for a comprehensive revenue management and profit optimization suite that would enable them to analyze total guest value, streamline pricing processes and outperform their competitors. They also wanted a cloud-based software suite that would offer predictable IT costs and an accelerated return on investment.
THE CHALLENGE: Seeing the Big Picture
For many years, the 170-room property relied on manual systems to determine its rates, said Libby Stowe, revenue manager at Campbell’s Resort. Eventually, the resort implemented a property management system that had the capability to yield rates automatically. While that was an improvement, “the PMS still couldn’t see the big picture,” she said. The resort needed an automated revenue management solution that could provide the business intelligence required to set rates optimally.
THE SOLUTION: Implement a Revenue Management Solution
After reviewing a number of solutions, the property selected a comprehensive revenue management suite from The Rainmaker Group – including guestrev®,revcaster® and revintel®. The guestrev solution is an easy-to-use application that analyzes total guest value across a hotel property to forecast and price rooms; revcaster is a powerful rate shopping tool that offers access to real-time actionable market data so that rates can be set against the competitive landscape; and revintel is an intuitive business intelligence solution that improves day-to-day revenue management by mining various data sets and providing deep insights at a granular level.
A primary reason the resort’s management team chose the Rainmaker suite was its ease of use. “Navigation is simple, and the learning curve is easy,” Stowe said. Another selling point was the software’s reporting features. “With revintel, we can pull up market segments and see which day of the week is busiest or which company has done the most business with us.” The Rainmaker suite also integrates easily with other software the property uses, including the Maestro PMS from Northwind.
According to Stowe, implementation and training went smoothly. "It was a great experience, from beginning to end. You can tell the Rainmaker team enjoys what they do, and they want their customers to get the most from the system,” she said. “Every time we had a question, they answered us immediately, both before and after the sale. The other vendor we were considering wasn’t nearly as responsive.”
Although it took several weeks for the property to input and test all the data, the Rainmaker team offered lots of support along the way, including interviews with every team member who would be using the solutions. “They talked with marketing, accounting and front desk staff to find out exactly what each person did and how they would be interacting with the software,” Stowe said.
When the resort went live, the Rainmaker team was on site for two days of training. “They walked us through new processes and tweaked the system to make sure it was in the same format we were accustomed to,” she continued. During the next few months, the property held weekly calls with Rainmaker to fine-tune the system.
Now, the calls are held approximately once a month. “We’re running very smoothly,” Stowe said. “It’s exciting to see how far we’ve come since implementing the Rainmaker solutions.”
THE RESULTS: Improvements Across the Board
Rainmaker’s revenue management suite has helped Campbell’s Resort improve ADR and competitive share as well as achieve a significant increase in RevPAR. “We now have a much better understanding of our competitive set and how we should position ourselves,” Stowe said. “We’re also confident that we have a system in place that helps us get the most from every single room.”
Tight integration with the resort’s property management system ensures that data collection is fast and efficient, and it includes both guest stay and guest spending history as part of the pricing analysis. As a result, the property can offer its best rates to its most valuable guests.
The management team at Campbell’s Resort is so pleased with the Rainmaker suite that they plan to expand its use. Within the next year, the property will implement grouprev®, which streamlines the process of responding to RFPs by analyzing historical data, future demand and price sensitivity to recommend the best pricing for group business. Approximately half of the property’s business comes from conferences, small corporate retreats, weddings, receptions, and holiday parties.
“Partnering with Rainmaker was a great decision for us,” Stowe concluded. “With their help, we’re making more informed and profit-driven business decisions. We can’t wait to implement grouprev®, so we can use the company’s entire revenue management suite to its fullest potential.”
Description: 170-room resort with a variety of accommodations and room types; guests almost evenly split between leisure and business travelers
Challenge: Replacing a manual revenue management system with an automated revenue management and profit optimization software suite
Solution: A comprehensive solution suite from Rainmaker, including guestrev®, revcaster® and revintel®
Results: Increases in ADR and RevPAR; an increase in competitive share; more streamlined operations; and the ability to make more informed and profit-driven business decisions