Luxury Cornish Hotel Sees Dramatic Increase in Direct Bookings Thanks to New Tech Partnership

Hoteliers at St Michaels Resort in Cornwall have reported a remarkable increase in direct online bookings, more than doubling their previous numbers after partnering with the award-winning booking platform, Profitroom.

This luxury resort, known for its 96 unique bedrooms and the largest hydrothermal pool in the South West, has experienced significant improvements in their booking operations thanks to this new technological collaboration.

From Labour-Intensive to Efficient

Previously, St Michaels Resort relied heavily on labour-intensive phone sales and online travel agencies (OTAs), while working with a basic provider. The switch to Profitroom has proven to be a game-changer, enhancing online traffic conversion and improving the availability of unique packages. This shift has driven room revenue up by 16% year-to-date.

Showcasing Unique Experiences

The ability to offer diverse and unique packages online has been a significant advantage for St Michaels Resort. With facilities ranging from indulgent spa and gym experiences to wellness retreats and a renowned restaurant, the resort can now present these offerings at every customer touchpoint. This strategic move has resulted in an impressive surge in online package sales, skyrocketing from zero to 42% within just a few months.

Seamless Personalisation and Dynamic Sales

The partnership with Profitroom has also introduced a unique and intuitive back-office system, enabling hotel personnel like Stuart Beveridge, Head of Marketing at St Michaels Resort, to create personalised offerings quickly. This flexibility allows the resort to respond dynamically to fluctuating seasons and occupancy levels.

Stuart Beveridge commented, “Working with Profitroom has revolutionised our operations. Their commitment to delivering highly personalised service and always-on-hand customer care has surpassed all previous experiences. The dynamic sales tactics we can employ within minutes have been particularly beneficial, boosting our January sales by 32% year-on-year.” 

Optimising Marketing Efforts

Profitroom’s platform also tracks the resort’s room unavailability rate, which, when combined with website traffic data, allows staff to adjust marketing spending efficiently. This insight helps St Michaels Resort reallocate resources from pay-per-click (PPC) and paid ads when they cannot convert due to unavailability, instead focusing on alternative date ranges to enhance their marketing campaign effectiveness.

Expanding Success

Impressed by the results, St Michaels Resort has recently onboarded their self-catered apartment properties onto Profitroom to improve their conversion rates further. This move is expected to reduce pressure on phone lines, allowing staff to focus more on guest satisfaction and lessening reliance on OTAs.

Patryk Luszcz, UK Director at Profitroom, expressed pride in the partnership’s success, stating, “The success at St Michaels Resort underscores our commitment to understanding each property’s unique aspects and the specific needs of each hotelier and their target audience. We aim to make our hoteliers’ lives as easy as possible with cutting-edge tools, enabling them to create unique experiences for their guests.”

For more information about Profitroom and St Michaels Resort, visit www.profitroom.com.