Revenue Management Update

As the summer travel season is quickly approaching, we would like to thank everyone for supporting their Revenue Mangers. With the additional support we are receiving from each of you, the aggregated RevPAR for RRI West is outperforming the Comp Set and the gap has widened over the last month. The Comp set has outperformed us in RevPAR Index Growth year to date, but we have started closing that gap. When we close that gap we will be taking RevPAR from our comp sets. As we move into our summer season, we need to work hard to outgrow the Comp Set’s RevPAR Index. As we all prepare for the season, I would like to share a few important items with you:

• AARP Transient rate plan is a required Brand Standard. The AARP agreement requires a 10% discount and a 5% commission on all AARP Reservations.

  • Please DO NOT use AARP as a fade rate unless the guest asks for AARP, and you verify their AARP Membership

  • Should they not have a valid AARP Membership please use the NOW/SRS Code

    • Work with your revenue manager to set up the correct strategy

• Effective May 15 all Red Hot Deals must require at least a 2 night minimum length of stay

• Advanced Purchase rates can now be loaded with seasonal requirements

• RevPAR is the key metric that should be focused on increasing. Please work with your revenue manager to ensure you have the optimal mix of ADR and Occupancy to maximize RevPAR

• Utilize OTA Insights to quickly review your price position and follow up with your revenue manager if you have questions about pricing

  • Please use Live Refreshes if you made changes in your strategy to see the impact in the comp set and contact your revenue manager to let them know what was changed

• Please utilize additional rate shopping methods such as

  • Google 2-2-2

  • Rev+ in Expedia Partner Central

  • Please send Parity Issue to onlineconnectivity@redroof.com

• Utilize your HOT/BASE/DY1/DY2 Tiers to manage closes rather than hard closing through CRS

• Consider downloading the following apps

  • Redi Stay Mobile

    • https://apps.apple.com/us/app/redistaymobile/id839011964

    • https://play.google.com/store/apps/details?id=com.redistay.redistaymobile&hl=en_US&gl=US

  • EPC-Expedia Mobile Extranet

    • https://apps.apple.com/us/app/expedia-group-partner-central/id987675995

    • https://play.google.com/store/apps/details?id=com.expediapartnercentral&hl=en_US&gl=US

  • YCS-Agoda Priceline Mobile Extranet

    • https://apps.apple.com/us/app/agoda-ycs-for-hotels-only/id1334645772

    • https://play.google.com/store/apps/details?id=com.agoda.companionapp&hl=en_US&gl=US

  • Red Roof Mobile App

    • https://apps.apple.com/us/app/red-roof/id1507855216

    • https://play.google.com/store/apps/details?id=com.redroof.mobile&hl=en_US&gl=US

  • Having access to these apps will help you monitor rates and maximize RevPAR when you are away from the property

Again we thank you for your participation in the REDvenue Optimization Program. Please work with your revenue manger to continue to maximize your revenue strategies.

Revenue Update

As we put another summer in the books many of us are moving out of our peak seasons. And just like the change of season we need to take time to reevaluate our strategies and make sure they are keeping up with the season. You will have the full support of the Revenue Team in making sure strategies are tweaked for the fall and winter. Here are a few items to help you to continue to drive results in the low demand periods.

• Reward your loyal Guests

  • Redi Rewards Guest know what to expect when staying at your hotel

  • Redi Rewards Guest is more likely to leave a positive review score

  • Redi Rewards Guests understand that they will get the best possible rates by booking Direct

• Add Value to your rate by partnering with local businesses

  • Work with local businesses to offer discounts on meals and services for your guest

    • Be sure to promote this on the Local Experience Page

• Encourage longer stays

  • Guest Love a “good deal” work with your RM to set up attractive MLOS Offers

  • Offer Weekly Fixed Rates

• Identify when the seasons shift

  • The Pandemic Reset Button has resulted in many norms no longer being the norm

  • Pay attention to shifts in booking patterns and indicators seasons shifting sooner or later than prior years

• Geo-specific Targeting

  • Help your RM understand where your guest are coming from.

    • Accurate reservation data can help us target international travel

• Apply Unconventional Pricing Strategies

  • Packages -Not just the typical OTA Services Packages

    • Fall Foliage Offers

    • Holiday Light Offers

    • Valentines Offers

    • Sports Offers

  • Large Price differences in room types can help yield strong results in high demand periods but can produce contrasting results in low season-Property Room type pricing can eliminate the need for discounting

• Regenerate your Operations and Processes

  • Low season is the perfect time to train staff on essential revenue-generation strategy

    • For instance, you can provide front desk staff with best-practice training on:

      • Promoting booking upgrades

      • Upselling

      • Booking the guest next reservations

      • Capturing the reasons for travel

Thank you all for the support you continue to provide to the Revenue Team. It is our goal to keep the RRI West Portfolio out preforming the Brand and other REDvenue Managed hotels. In the past 12 months we have out preformed both the Brand and REDvenue Locations 8 months in RevPAR Index. The 4 months we have lost to them were the shoulder season months. All Crew No Passengers let’s get these shoulder wins and hit 12 out 12 months of out preforming the Brand and REDvenue Managed Inns.

Revenue Management Update

Hello from your Revenue Team. We have always known that the summer travel was dynamic but this summer we have seen things moving faster than ever. As we are all checking rates together, we wanted to provide some additional tools help get a better look at the whole picture to help ensure we are priced competitively.

2-2-2 Rate Shops

While OTA Insights is a great tool to quickly view the rates of our competitors, some markets we need to look at more than the properties included in OTA Insights. Please combine the 2-2-2 Rates shops with OTA Insights to see a larger number of hotels.

OTA Insights

In some markets we see competitors changing rates through out the day. While OTA Insights does shop up to 3 times a day, we also have unlimited day by day channel by channel Live Shops. Please use this as needed to make sure you are looking at the most current rates.

Room Rate Differentials

Review your room type inventory. At times you may not be able to raise just your BAR because it will out price your hotel in the comp set. Review inventory and build a daily custom profile that will allow you to target popular room types that are almost sold out. To access this report: Reports > Front Office > Availability

On your next REDvenue Call ask your Revenue Manager about HOT Tier Pricing.