Lodging Hospitality Management Launches New Site Using NORTHWIND's Maestro ResWave

  • Maestro PMS
  • 01.28.14
NORTHWIND's Maestro ResWave web booking system implemented on Lodging Hospitality Management's (LHM) two new websites.

“We evaluated the metrics last year and found we were not getting the eyeballs,” said Todd Hotaling, corporate director of revenue management for LHM. “We want to engage guests so we went micro and visual. The new sites leverage NORTHWIND’s Maestro ResWave web booking system to drive guest engagement and reservations, rather than just display interesting content.”
NORTHWIND provides Maestro™ Enterprise Property Management hotel software solutions for some of the industry’s leading independent hotels, resorts and multi-property groups. LHM worked with NORTHWIND to build ResWave into the new website design to accomplish its booking objective for reservations, packages, and group contracts.
“Our objective was to have visitors book reservations, and I wanted a two-click process,” said Hotaling. “We use the ResWave booking engine to accomplish this. Visitors want to see our rooms and amenities. ResWave engages them with booking buttons directly on attractive room photos. If you see a room you like, just click on its image to book.”
Hotaling noted that visitors need confidence they are booking with the property, not a third party company. LHM also benefits from not having to pay online travel agency fees with the direct web booking.

“We studied how people engage with us to book a room," said Hotaling. "We found four booking-decision steps: inspiration, search, validation and booking. Maestro helps us communicate with people in all these stages to drive bookings."
Mobile capability and social media booking engagement also play a large part in LHM’s new online strategy.
“Guests do business via mobile today, said Hotaling. "ResWave is mobile optimized, and this drives bookings by making it easy to search and reserve from a smartphone. We also have direct web booking capability on our social media sites. Facebook and Twitter are the two most important social media channels for our hotels. Maestro helped us build integrated booking links into our social media pages. We regularly engage in conversations about our properties, and visitors can use ResWave’s book-it button without leaving the site.” 
“There are two stages to buying packages. Guests make the purchase decision first, and then add amenities. ResWave supports this process very effectively,” said Hotaling. “ResWave provides an easy package booking process and enables guests to purchase package add-ons anytime after they book.  We visually display revenue-generating amenities, like chocolate strawberries, and guests add them. To increase RevPAR, we engage guests with pictures and room upgrade verbiage in ResWave. Offering amenity choices gives guests the power to create a richer stay.” 
LHM saw that many guests book packages far in the future and confirm their booking as the arrival date gets closer.
“We use our Maestro property management system to engage guests with automatic email reminders and amenity offers that link to our booking engine,” said Hotaling. “Our properties have four excellent outlets and ResWave makes it easy to offer discounted dining reservations as package amenities. Engaging guests with personalized communications is very effective.  We position our amenities with their benefits. For example, a complimentary breakfast saves time and provides convenience; it is not just free food. Benefit messaging works and the package add-ons drive ancillary revenue at our properties through ResWave.”

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