Pillows Hotels Implements IDeaS to Optimise Revenue Amid Market Demand Uncertainty

Pillows Hotels to Reposition Its Organisation-Wide Strategic Focus Around IDeaS RMS Capabilities

USA, Minneapolis, Minnesota. July 14, 2020

Today, IDeaS announced Pillows Hotels selected IDeaS Revenue Management System (RMS) to enhance the hotel chain's strategy and competitive position in the face of the current industry downturn.

Across its eight properties in the BENELUX region, the group has installed the industry-leading revenue management solution, completed training and is already seeing positive results.

  • Changing mindsets - For many properties, a big part of the hotel's revenue journey is education and a change in processes and mindset. The selection of IDeaS, as well as Pillows Hotels' decision to continue implementation during the industry downturn, is a testament to the shifting mindsets of the hospitality revenue culture. Today, the organisation as a whole recognises the importance of a centralised RMS solution across all properties.
  • Implementation and training throughout a pandemic - Pillows Hotels turned to IDeaS regional partner KL Consulting for help. Because some of its smaller properties didn't have onsite revenue managers, having an in-country consultant working with remote IDeaS teams was integral in helping them set up the software and provided the individual attention needed to get the system up and running efficiently, and training the corporate and hotel teams to create the mindset and processes that support the revenue management structure
  • Creating efficiencies across geopolitical boundaries - As a global leader in revenue management solutions, IDeaS was a natural choice for Pillows Hotels, whose properties cross geopolitical boundaries.

Pascale Nanning, senior revenue and distribution manager, Pillows Hotels said: "IDeaS is so much more than a ‘nice to have' for us. They enable a shift to a forward-looking, strategic mindset and have helped the entire company change by adapting to a new way to do revenue management. The training and support we've received throughout implementation have been phenomenal. Everyone now knows what IDeaS can do, and they are all talking about it."

Dr. Ravi Mehrotra, president, founder and chief scientist, IDeaS, said: "Any organisation that can look beyond the short-term disruptions to see the bigger picture will be ahead of the game when the economy starts to recover. It is during these uncertain times, more than ever before, that we must learn to trust sophisticated analytics and automation. We value and appreciate the fact that Pillows Hotels and its staff took the time and energy to continue with its goal of moving ahead with the process of improving its revenue management goals."


Pillows Grand Hotel Reylof
/ SLIDES
Tags: revenue management, benelux, COVID-19, RMS

About IDeaS - A SAS Company

About Pillows Hotels

Media Contact:

Kim Dearborn
Public Relations Manager
MFC Public Relations
T: 909-455-4316
E: kim@mfcpr.com
W: http://www.mfcpr.com

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Coming up in October 2020...

Revenue Management: Maximizing Profit

Hotel Revenue Management continues to evolve at a blistering pace. Driven by technological innovation and new distribution channels, there are some dynamic opportunities for expansion in this fast-growing field. The technology is primarily designed to help revenue managers further refine their operations and pricing models to maximize hotel profit. For example, hotels can't be all things to all people, so a key strategy is to precisely identify their target audience. By employing geo-targeting techniques and analyzing behavior such as previous bookings, on-property purchases and online shopping practices, there is an increased capability to define guest demographics. By segmenting customers in more specific ways, hotels are able to create more personalized experiences which, in turn, allow managers to optimize their room rates. It is also an effective way to fulfill the unique needs and preferences of the individual. Another methodology is to consistently monitor the competition's pricing strategies. There are software tools that analyze a competitor's current rates, and then allow a hotel to make its own pricing adjustments. It is also a useful means to conduct forecasting models. Other technologies that are being integrated into a revenue manager's toolkit include Artificial Intelligence in the form of automated algorithms, and Voice Recognition (VR) for data inquiries, rate changes, and booking behavior. Predictive and analytic software programs are also being leveraged to provide more forward-looking data, instead of the usual reliance on historical performance. These metrics allow managers to be more proactive - rather than reactive - with their revenue strategy. The October issue of the Hotel Business Review will examine these developments and report on how some leading hotels are executing their revenue management strategies.