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Gainey Suites Hotel Develops Profitable Online Marketing Mix with E-mail, Social Marketing, Group Landing Pages to Grow Business and Rate No. 1 on TripAdvisor

  • Maestro PMS
  • 11.04.10
The Gainey Suites Hotel is a high-end destination in Scottsdale, Ariz. that successfully competes head-to-head with some of the most well-known resorts in the West.

The property developed a large following of loyal guests thanks to its culture of personalized guest service and friendly staff, its recent $3.7M renovation, and its highly effective online social media marketing strategies.  Another advantage is its No. 1 TripAdvisor rating. 

“Gainey Suites is unique in its market; we are an upscale, intimate alternative to Scottsdale’s big box resorts – and we have moved ahead with the help of social medial channels that tell our story,” said Rich Newman, general manager of Gainey Suites Hotel.  “We rely on NORTHWIND-Maestro PMS for many areas of our online marketing strategy.  They make it very easy for us to create and implement effective online campaigns.” 

Gainey Suites uses Maestro’s ResWave booking engine on its Website and social media pages like Facebook, YouTube and Twitter.  The property’s YouTube videos have links to its ResWave reservation module that drive business from guests who watch rich-media hotel presentations and book rooms immediately.  Newman said, “Our social media strategy generates hundreds of room-nights and adds to our F&B business.”  

Another element of Gainey Suites’ success is its targeted e-mail campaigns and landing pages for high-profile local events. “We work with Maestro to build landing pages for events that pull visitors from around the world like the Barrett-Jackson Collector’s Car Auction and the Scottsdale Arabian Horse Show," said Newman. "When guests research these events online, they can book rooms instantly with ResWave.” 

The property also uses Maestro’s eMarketing to notify guests of promotions and special packages.  “If we see a period of soft demand coming up, we scan our guest database with Maestro’s Analytics data mining program for guests who have previously stayed with us during the same period.  We worked with the Maestro PMS resort software team to create neat packages like 'Spa Specials' and 'Football Weekends' with their own Web pages and send the eblast with a book-it button to those guests who would be most interested.  This makes a big difference in occupancy.  Special promotions are much more effective than the traditional one-size-fits-all approach, and guests with the specific interests we target, value our offering,” Newman said. 

“Being an independent can be challenging in a market like Scottsdale, but Maestro has been very responsive and turns our ideas around quickly so we can make our event pages fresh for each venue.” Newman said.  “Chains have corporate social media programs, but are constrained by policy guidelines.  Independents like Gainey Suites can respond to market changes and promote their hotels with a creative style that builds an image of a unique, personalized, destination people respond to by making reservations.”   

Independent hoteliers need an experienced partner to listen, recognize their challenges, and provide reliable software as well as professional services that adapt to their unique business needs. Maestro goes above and beyond PMS by delivering specialized tools and expert services that enable independent operators to maximize revenue and keep guests coming back.

“Gainey Suites is like a family operation,” said Newman.  “Our team puts their heart and passion into making this a second home to our guests.  This differentiates us from the larger Scottsdale resorts.  We keep our edge by looking at the property through our guests’ eyes and try to do a better job every day to always give guests a fresh experience.”

At IHM&RS in New York November 13–16 visit NORTHWIND-Maestro at booth No. 2453.

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