Royal Orchid Hotels Leverages New Technology Solutions for Smart Growth

  • eRevMax
  • 08.29.12
Premium hospitality company, Royal Orchid Hotels, has leveraged new cloud technology and channel management solutions from RateTiger to secure double-figure profit increases. The hotel group, which has expanded from 12 to 35 properties in three years, has harnessed the power of connected online solutions to support occupancy and room revenue for all its properties.

Royal Orchid Hotels optimized its control over inventory and rates to increase revenue using RateTiger’s RTSuite channel manager throughout its portfolio. Dhiraj Trivedi, AVP - Revenue Management & Electronic Distribution has contributed to the company’s fast paced growth by understanding that today’s consumers are more aware and knowledgeable than the person serving them. To bridge this gap he takes advantage of smart technology solutions that are easy to understand and use, efficient to operate and delivers quick result.

The hotel portfolio distributes rates and inventory to both business and consumer travel buying channels through the RateTiger technology. Dhiraj selected the comprehensive channel management solutions to receive market rate data for optimizing room rates, automate inventory control to ensure continuous availability and reservation delivery capabilities to receive bookings in a real-time environment.

“Technology should lead to simplicity. With RateTiger we have been able to achieve that. We need to manage a good mix of channels - leisure and business OTAs as well as consortia sites to secure bookings. We are now able to efficiently update all our connected channels with real-time rates and have full control of our inventory and position at all times. The various reports provide a quick view of where we stand in the market and it is very easy to see which channels are performing and bringing results, thereby helping us determine channel ROI effectively,” said Dhiraj.
The hotel group understands that new distribution technology will continue to dominate online sales. In time offline demand will migrate online and the portfolio’s internet presence will gain more importance. The group’s strategy is focused on leveraging the power of cloud to ensure members have quick access to relevant data. The hotel plans to increase its social media activity and is working on organic, paid, social and mobile media to further expand exposure and reach. The group is also revamping its website to attract more customers and enhance direct bookings.

As one of the leading Indian hotel brands in the upscale and mid-scale segment, Royal Orchid Hotels has always been an early technology adopter. It was one of the few hotels that had virtual tours of all its properties on its website four years ago. Today the hotel continues its legacy and has been experimenting with different technologies – from distribution tools, GDS – OTA – PMS connectivity, social and mobile media to cloud based platforms.

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