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Elevating Performance – Blueshift’s Strategic Approach to Sales, Marketing and Revenue Management

 

Introduction: Navigating Market Challenges – When the Brand Falls Short

In the heart of a renowned tourist destination, a historical luxury hotel holding a franchise under the esteemed Marriott company, faced unique challenges rooted in the characteristics of its region – marked by pronounced seasonality. Despite its international brand association, the hotel struggled to achieve optimal performance. The difficulties extended beyond meeting the stringent standards set by Marriott; they also encompassed the formidable task of attaining topline performance essential for overall operational profitability in alignment with the expectations of a luxury property.

Faced with these complexities, the hotel’s owner sought the expertise of Blueshift, recognizing their close partnership with Marriott and successful management of other Marriott hotels across Portugal. This case study delves into the strategic interventions undertaken by Blueshift to navigate the intricate landscape of a historical luxury hotel grappling with seasonality and demanding brand standards.

Bridging the Gap: Transition of Commercial Practices to International Brand Excellence

With a focus on sales, marketing, and revenue management, Blueshift initiated a reorganization of operational components. The aim was to foster efficiency, optimize team structures, and amplify the hotel’s market positioning. This intervention sought not only to meet immediate challenges but also to lay the groundwork for sustained operational excellence.

In crafting a commercial strategy, Blueshift navigated the intricacies of the hotel’s unique offerings, ensuring a pragmatic approach tailored to resonate with specific market segments. Each amenity became a strategic element, seamlessly integrated into a commercial strategy designed to appeal to the intended audience.

Recognizing the distribution potential within the Marriott brand, Blueshift implemented a targeted approach to optimize the hotel’s presence across Marriott’s distribution channels. This strategic move aimed to enhance visibility and expand the hotel’s reach to a broader audience, utilizing the existing strengths of the Marriott affiliation.

Blueshift’s intervention extended to revenue management, aligning the hotel with international best practices. This involved a meticulous approach to optimize occupancy during the low season and strategically adjust pricing during peak demand periods. The focus was on tangible results, weaving a narrative of operational enhancement and sustained profitability within the historical luxury hotel.

Conclusion: Navigating Success in International Brand Hotel Management

Managing a hotel under an international brand, especially in the luxury segment, demands professionalism, stringent standards adherence, and deep operational and commercial expertise. Choosing a professional management company becomes critical, and a proven track record in handling international brand intricacies is a requirement.

Blueshift, with its extensive experience managing hotels under renowned international brands, introduced a unique synergy of local knowledge and global expertise to this historical luxury hotel. Strategic responses to challenges posed by Marriott’s exacting standards set a new benchmark for operational excellence. Simultaneously, the brand’s comprehensive marketing and distribution systems were harnessed to the property’s advantage, complemented by a world-class revenue management system overseen by a team with local expertise.

Following Blueshift’s onboarding, the hotel’s performance surpassed set targets. In the initial year under Blueshift’s management, total revenue surged impressively by 33%, signaling the success of strategic interventions and the potential for success when combining local understanding with a professional management approach tailored for international brands.

Written by Filipe Santiago
September, 2023

33

increase in total revenue in first year

38

increase in room revenue in low season

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