Edgewood Tahoe
Edgewood Tahoe is nestled along the South Shore of Lake Tahoe. It’s a place to gather where guests can enjoy scenic beauty and warm hospitality. Since 1968, Edgewood has become a premier destination for golfing, dining, weddings and special events. In June 2017, The Lodge at Edgewood Tahoe It was the first luxury lodging destination to open in Lake Tahoe. The Lodge was voted the #1 Resort Hotel in the US by readers of Travel + Leisure in the World’s Best Awards in 2021 and selected as Hotel of the Year for USA & Canada by Preferred Hotels & Resorts In 2019, they will be adding 14 luxury Villa Suites to the property. In 2022, the hotel will add 14 luxurious Villa Suites.
Edgewood Tahoe’s challenge
Edgewood Tahoe was facing significant challenges with lead management and customer engagement before implementing Revinate. In the absence of a platform for managing leads and routing and tracking calls, reservation agents mainly took inbound reservations. In order to answer basic questions, they missed out on conversions and opportunities for follow-up. The lack of an efficient reservations platform and contact centre also hindered staffing efficiency, particularly during emergency situations like COVID-19 or wildfires. The hotel was unable to maintain revenue continuity and service quality as a result. In addition, due to the absence of a hotel-specific CRM, the hotel was not able to utilize the collected data in order to enhance guest satisfaction, engage with guests during their entire journey and generate additional revenue. The hotel’s ability to grow and satisfy guests was severely limited by the lack of technology for managing reservations and marketing.
Revinate Marketing generated millions of dollars in lifetime revenue
Revinate was chosen to empower the reservation and marketing teams in transforming their workflows, with the aim of driving revenue and improving guest experiences. When Executive Director of Marketing & Sales Siobhan Fajayan joined the company, Revinate Marketing She was able to jump right in and launch a one-time, automated email campaign. She can target the right audience with Revinate’s segmentation tools.
Siobhan designs newsletters, targeted one-time campaigns and other promotional materials to encourage guests. For example, one geo-targeted campaign was sent out to locals living within 60 miles from the property. It promoted “Locals Day on Edgewood Tahoe Golf Course.” One of the most successful campaigns was a one-off campaign that promoted the start of the golfing season, and the newly renovated bar and deck. Email marketing was a success in this campaign, which generated over $465,000.
The automated cart abandonment is one of the most successful campaigns for the property. After abandoning the online booking engine for a minute, guests receive a drip email encouraging them to make a reservation. This is repeated two days later. Over the course of 19 months, this “always-on campaign” has generated over $877,000. Each email has resulted in an average direct revenue of $311 for the hotel.
Edgewood Tahoe generated lifetime revenues of $5.7M from its marketing campaigns.
RezForce and Reservation Sales turned calls into revenue
The hotel was added Reservation Sales and RezForce It was important to staff the department even in times of emergencies or power failures, as can occur during storms. Reservations Manager Lana Venter explains: “I will always be grateful to my predecessor who chose Revinate. “I was given an excellent foundation upon which I could build.”
RezForce provides after-hours support and overflow to ensure that the hotel does not miss revenue opportunities. Lana says that the agents are exceptional. We are Forbes-rated and undergo regular assessments to keep our rating. Because of the high quality, our RezForce agents are not concerned when they are audited.
Hiring reservation sales agents was historically a challenge, due mainly to the limited talent pool in the area. Lana’s hiring was expanded beyond the locality and she explored remote work options. The team became more selective and prioritized agents with experience who could provide immediate value. Lana says, The hiring of remote agents had a profound effect on our staff retention as well as overall success.
The reservation team can benefit from lead management. Reservation Sales enables the reservations team to track and capture a wider variety of leads. This includes inquiries about amenities, special requests, and more. The agents can now follow up more effectively on booking opportunities, and ensure that no opportunity is missed. The team saw a 56% increase in conversion rates by treating each guest inquiry as an opportunity. This contributed to increased revenue. The team has also been able to reach out more than ever. They can use the reporting capabilities of the platform to create an incentive program that has proven very effective. Lana says, “It was as if a switch had been flipped.” We saw a dramatic increase in outbound calls as soon as incentives were offered. Agents jumped at the leads and our response time improved dramatically. The team’s outbound revenue increased by 98% in comparison to the prior year.
The call recording and score features of Revinate have been extremely useful for training and coaching the Reservations Team. Reviewing calls allows management to determine where agents excel, and where improvements are needed. This real-time loop of feedback not only helps correct mistakes, but also promotes a continuous learning culture. The inclusion of performance metrics in the team’s incentive program has led to agents engaging more effectively with customers, resulting in improved customer interaction and higher satisfaction rates.
Revinate has allowed marketing and sales to work together towards a common goal. This approach to operational efficiency has also improved the guest experience.
Performance highlights
- Revinate marketing campaigns generated lifetime revenue of $5.7M
- Improve your outbound revenue 98% with Reservation Sales
- Reservation Sales improves inbound call convertibility by 56%
About Revinate
Revinate, a leading direct booking platform in the hospitality industry, is known for its ability to increase direct revenue as well as profitability.
Our products and people give hoteliers all the power they need to reach their goals. Revinate allows hoteliers to take share from OTAs while driving tangible results at a single property or across a portfolio. Our AI-powered platform for customer data collects, unifies and synthesizes information to give hoteliers an advantage.
Hoteliers gain critical intelligence — guest lifetime spend, stay preferences, ancillary revenue, and more. With Revinate’s Rich Guest Profiles™ data, hoteliers don’t need to guess who their most profitable guests are or struggle to drive conversions across email, voice, messaging, and digital channels.
Revinate’s direct booking platform, omnichannel communication technologies and Rich Guest profiles across 12,500+ hotel properties generates over $17.2 Billion in direct revenue.
