In line with the record number of holidaymakers to Auckland last year, local accommodation provider The Spencer on Byron today reports that with the use of technology, the property’s average daily rate (ADR) increased by up to 24 percent during Q4 2015 as based on year-on-year figures. Its revenue per available room (RevPAR) for the quarter also rose by up to 14 percent while its average monthly revenue grew by up to seven percent.
Walid Bayouk, director of sales and marketing for The Spencer on Byron, part of US-based Castle Resorts & Hotels, says capitalising on the surge in traveller volumes was made possible with the distribution technology provided by SiteMinder.
“It wasn’t about total room nights or number of bookings for us, but, rather, rate and inventory management. It was about having a system versatile and simple enough to manage the complex digital retail market for hotels like ours,” says Mr Bayouk.
“Taking the last quarter of 2015 as an example – a period where you always need a good system to manage all the various booking sites where your hotel is advertised – with fewer rooms to sell and with SiteMinder’s Channel Manager to help manage our rates, we generated an additional seven percent over the previous year in average monthly revenue. SiteMinder’s technology also helped lift our ADR by 24 percent and RevPAR by 14 percent for that quarter. It has essentially saved us replacing one member of staff and made sure we accurately handle our reservations.”
According to the latest international travel and migration data from Statistics New Zealand, the number of holidaymakers that arrived in Auckland in 2015 rose 15 percent from the previous year to 1.05 million. China provided the leading source for the first time, with Chinese holidaymakers up 37 percent to 241,000, followed by Australian holidaymakers which constituted 237,660 holidaymakers.
Michael Kinloch, director of sales for SiteMinder’s Pacific region, says what attracts travellers to The Spencer on Byron is the hotel’s seaside location at Takapuna Beach – 15 minutes from the Auckland CBD – its views right across Auckland and the islands of the Hauraki Gulf, and nearly-200 spacious rooms. These unique selling points, he says, are what make booking technology a necessity for the hotel to be more visible online.
“The Spencer on Byron caters for everyone from families on holiday to business travellers and wedding guests, so the demand for the hotel is there all year round. And what this means is that, with technology like SiteMinder’s Channel Manager that allow it to increase its reach online, the hotel can always be in a position to caplitalise on the growing tourism that’s flocking to Auckland.”