Nantucket Island Resorts' Five-property Chain Relies on Maestro Multi-Property Suite for Rate Optimization, Operating Efficiency

  • Maestro PMS
  • 02.14.07
Nantucket Island Resorts (NIR) is a collection of five distinctive premier hotels and a private boat basin 30 miles off the Massachusetts coast.

The company’s properties include The Wauwinet, White Elephant, Harbor House Village, Jared Coffin House, The Cottages and Nantucket Boat Basin, and each offers its own unique appeal for vacations, group events, weddings and conferences.  Both The Wauwinet and The White Elephant are Conde Nast Gold List properties. 

Nantucket Island Resorts efficiently anticipates and meets the needs of its guests thanks to the NORTHWIND Maestro Multi-Property Suite hotel software.  NIR’s Maestro Multi-Property platform includes PMS, yield management, sales and catering, and ResEze Internet booking engine for all five hotels on a single database.  The result is better service and greater efficiency because staff at any of the properties is able to check availability, book reservations, view guest records and even post charges to any of the chain’s properties without picking up the phone.  The Wauwinet will also install the Maestro Spa Management system reservation software to reserve and track its guests’ bookings at the resort’s Spa by The Sea, scheduled to open in May 2007.  

“Nantucket Island Resorts partners with NORTHWIND to leverage the most advanced technology in order to provide better service and run a more efficient operation,” said Jeff Palmer, CFO for Nantucket Island Resorts.  “Our goal is to expand our business as much as possible, and NORTHWIND provides the tools and service to enable us to achieve that objective.  We will expand our relationship with NORTHWIND in the future to utilize additional Maestro modules to further integrate and automate our processes across the chain.”

The five diverse properties and year-round 240-slip marina offer a wide range of accommodations and view options so NIR’s reservations staff is responsible for selling over 50 room types–many more than most lodging companies. But NIR’s team handles this complex booking challenge with much greater ease since it installed the Maestro PMS Suite last year.

“We have 267 rooms in five unique properties and with Maestro Multi-Property we are able to use one screen from any location to yield-manage rates and control how the properties are being sold,” said Carol Andersson, director of revenue and reservations for Nantucket Island Resorts. “Our sales team and front desk staff have real-time visibility across all five properties to instantly check availability when a guest calls. Each hotel’s occupancy and forecast may be viewed from any property for better service and faster response to guest inquiries. This also allows us to easily cross-sell the properties to up sell and keep guests at NIR if one property is sold out.  The single-image database ensures our occupancy numbers are reported accurately throughout the chain.” 

NIR’s distinctive White Elephant hotel, alone, has 15 different room types, many with harbor views. Andersson said, “At The Cottages we have another 15 room types, some with two levels and a variety of sleeping options.  We use Maestro Yield Management to set up length of stay restrictions and other controls that let Nantucket Island Resorts maximize revenue for every different room type it offers.” 
Andersson explained that when pre-determined occupancy benchmarks are reached at any property, the system automatically adjusts rates to implement management selling strategies.  NIR’s management team also relies on Maestro reporting to instantly analyze the effectiveness of past sales strategies.  “In high season we frequently sell 50 rooms in one day, so it is critical that I get this data instantly and it is accurate,” she said.

Maestro Multi-Property does much more than simply put guests in the right rooms at their favorite property at the optimal price. It also has a CRM module that tracks guest stays and preferences for all NIR properties on one, easily accessible database that simplifies guest marketing and reservations.  Maestro records all past stay preferences in each guest’s continuous record so when a guest calls in to make a reservation, the system displays his or her past amenity and room preferences for instant recognition and more personal service. 

“We have many repeat guests who come here three or four times a season,” Andersson said. “Maestro tracks each guest’s likes and dislikes. It’s nice to be able to pull up a guest profile and know their favorite room and if they prefer a harbor view or a secluded suite. Most guests have been coming here for many years and they expect us to know them.”  Due to the number of properties operated by NIR and the numerous front office staff members, this level of personalized service and recognition was not possible before Maestro Multi-Property.  

Additionally, Nantucket Island Resorts now offers online reservations from the websites of three properties with Maestro ResEze Internet booking engine.  “Our properties were not online until we implemented Maestro ResEze,” Andersson said. “Since three of our properties have gone online, we have seen a great improvement with bookings. Guests shop online to check rates and then call for more information. I am getting many inquiries on the phone from people who found us online and we are attracting guests who did not know about us before.”

Nantucket Island Resorts also launched its Maestro Sales and Catering system in December 2006, and is using it to book group rooms and meeting space for all properties.  Since the sales and catering system also utilizes NORTHWIND’s single image database, the property smoothly coordinates group guests and meeting space without using interfaces between two separate systems.

“I am enjoying a huge time savings in collecting data for our performance reports,” Andersson said. “With Maestro’s custom reporting I quickly mine NIR’s single-image database, which supports all the data for our five properties, in only two hours.  It used to take me a day and a half to create NIR’s consolidated and hotel-specific management reports.  Before Maestro, I was pulling information from multiple systems and formatting it by hand.  Maestro eliminated any human error and I am finding valuable new reports I can use.”  

Fortunately for NIR’s staff, the Maestro Multi-Property Suite is easy to learn and use, according to Andersson.  “Even though we are running a five-property collection, it is easy to maneuver in Maestro.  We have a training module on our system and use it to give hands-on instruction to new hires. Maestro offers great on-site training, and free webinars for ongoing systems education so my staff can develop confidence quickly and focus on our guests.  Maestro Multi-Property is proving to be an excellent automation tool for our resort chain.”

About Maestro Enterprise Suite
The Maestro Property Management Suite combines the full-function Maestro Front Office System - used by hotels from 3,500 to 25 rooms - with a family of specialized modules that includes:

  • PMS with robust group management features – Maestro is a cost effective, easily mastered, multimodule automation suite for independent properties and chains with comprehensive group handling functionality.  It is the foundation for NORTHWIND’s growing portfolio of modules.
  • Maestro GDS+ – An online, two-way XML-based real-time reservation engine with integrated yield management to easily control bookings and maximize ADR for virtually all eReservation channels.
  • Maestro Owner Management – Fully integrated ownership accounting functionality for timeshare and condo reservations and asset performance reporting.  The system now enables owners to book their own unit reservations via Maestro ResEze and oversee their unit’s accounting and performance.
  • Online table reservations - ResEze online table and event reservation functionality gives guests the ability to make dining, spa and reservations for other activities from a property’s Web site.  Online reservations keep guests in-house by enabling them to plan and reserve their property activities before they arrive.
  • Maestro Sales & Catering – Manages group-convention sales and function rooms, whether at one property or for a portfolio of hotels.
  • ResEze Web Booking Engine – Enables independent and multiproperty hotels to take advantage of the growing online revenue opportunity by providing tools for guests, groups and corporate to book their own reservations and activities from an operator's Web site.
  • Resort-wide guest ID card – Maestro personal mag-stripe ID cards allow resort guests to charge to their account from any authorized outlet or activity venue.  All postings are recorded in Maestro’s central guest database for accurate revenue tracking.
  • Proactive Maestro Yield – A revenue manager that makes sophisticated revenue optimization strategies easy to implement and track for multiple booking channels, including Internet reservations, at one or more properties.
  • Maestro Analytics – A complete business intelligence software suite that enables end users to data-mine and interactively analyze critical business information in real time for better informed decision making.
  • Maestro CRM – A robust technology solution that gives managers the information to provide better guest service, build more profitable marketing campaigns and to make the best decisions for booking new business.
  • Work order maintenance – Enables businesses to track asset use and schedule service and replacement; integrated with front office and owner management modules.
  • Maestro Spa & Activities Management – Enables resorts, hotels and clubs to schedule treatment rooms, facilities and activities with real-time integration to all other modules.
  • Retail point of sale - A fully integrated module powered by Jencess that automates property outlets, like pro shops or other stores that maintain extensive inventories, to track and post guest purchases and monitor stock level.
  • Maestro Fine Dining Point of Sale – Is a flexible POS for single-terminal outlets or extensive multiproperty network operations.  The system is linked to each guests’ record so all F&B package reconciliation is calculated automatically and reporting is accurate.
  • Golf management - Is a world-class tee-time scheduling and tournament system powered by Jencess for professional and private courses and clubs.
  • Club membership management – For property-based clubs, Maestro Club Management powered by Jencess, automates membership, accounting and events from the Maestro server.
  • Maestro CRS – Supports a two-way interface to corporate sales offices.  
  • GEM guest experience management – Captures guest responses electronically and provides professional analysis of guest statistics to increase repeat business and revenue.
  • Maestro Multi-Property – This implementation is employed by corporate reservation facilities and management offices to centrally manage and automate a large number of properties on a single server with a single database; additionally it can allow each property to operate on its own server with own database, with consolidation at corporate. Many other implementation options are available as the Maestro database and platform independence allows it to be deployed in a myriad of configurations to satisfy corporate needs.

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