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Tuesday, April 18, 2017

Small Hotels Boost Business with Loyalty & Reward Programs

Loyalty and reward programs can help make up the difference between having average occupancy rates or a fully booked calendar. In fact, according to Phocuswright April 2015 report, (Dis)Loyalty and the U.S. Leisure Traveler, “62% of frequent travelers used hotel loyalty programs.” So, if the majority of travelers are taking advantage of these, shouldn’t your hotel be on board to offer one as well?

According to Cornell University’s School of Hotel Administration study, Assessing the Benefits of Reward Programs: A Recommended Approach and Case Study from the Lodging Industry, we also know that “the number of annual room-nights for each guest increased by nearly 50 percent,” and that “such frequent traffic resulted in noteworthy revenue gains per year—up 57 percent.”

Yet, small hoteliers often dismiss loyalty programs as tools of leverage for the already mass-marketed hotel chains. I’m here to dispel that rumor because there are many ways that independent properties can benefit; they just need to know where to start.

Here are four great ways small hotels can (and do) boost business with customizable hotel loyalty programs. Read More »

Thursday, March 23, 2017

Channel Optimization: The Secrets of Data-Driven Hoteliers

Sabre Hospitality Solutions has collaborated with Phocuswright on a new research report that evaluates channel optimization in the hospitality industry, identifying the critical elements of an effective, future-ready channel strategy that will maximize the ROI of both direct and indirect channels.

This new report, "Channel Optimization in Hospitality: Secrets of Data-Driven Hoteliers," will help hoteliers make well-informed, data-driven decisions about their channel strategies and offers insights on consumer trends, along with data analysis, infographics and clear recommendations that hoteliers can put into action right now. Read More »

Tuesday, March 14, 2017

Independent hotels are up to 15 per cent cheaper than chain hotels

With an 88 per cent share of the market, independent hotels form the backbone of the European hotel industry, and they often offer a better price/performance ratio than chain hotels according to results of a recent analysis conducted by HRS. An overnight stay in a three-star independent hotel costs, on average, 84 euro (£71) – that is 15 per cent cheaper than in a chain hotel of the same category. In the four-star category, independent hotels are ten per cent cheaper. In the luxury hotel sector, the average price difference is eight per cent.

Independent hotels: higher guest satisfaction but lower room rates
Chain hotels often incorporate a marketing and franchising fee into the room rate. Independent hotels, on the other hand, operate leaner structures and are usually run more efficiently – which has a positive impact on costs. As a result, they can invest more in facilities and services to ensure an equal or better quality of service despite their lower rates. Travellers appreciate the value for money and rate medium-sized hotels as high, or even higher, than large chain hotels. According to HRS’s analysis, the average rating for independent hotels is 7.48 out of ten, compared to 7.42 for chain hotels (three-star category). In the four-star category, independent hotels are on an equal footing (7.93) with chain hotels (7.92), despite the rates being ten per cent lower. Only in the luxury sector do the chains score more highly (8.25) than the independent hotels (7.74). Read More »

Thursday, September 15, 2016

OTA vs BE conversion

Sometimes, we all need to be reminded of just how much we’re throwing away by leaning too heavily on OTAs as a primary source of online bookings. Everyone knows that OTA bookings cost more, but very little is ever made of the amazing fact that OTA bookings are usually much lower in total value than direct bookings. Read More »