Blue Orchid Hotels

BUSINESS CHALLENGE

Blue Orchid was looking forward to improving the way teams collaborate. They wanted to reduce manual work processes and improve cross-departmental communication such as guest request alerts and VIP preparation instructions. There wasn't an efficient mechanism to ensure effective collaboration that could improve the overall experience for guests. Additionally, there was a need to have a centralised rate management system leading to the elimination of manual entries of negotiated rates. Managing teams, especially in operations, was another challenge the hotel group faced. Multiple applications were used by hotel group which became tedious to the business. Hence, there was a need for targeted, relevant and personalised communication. Therefore, they switched to Optimiser.

What were the challenges?

A lot of manual work resulted in inconsistent data, duplication of effort and work that caused inefficiency in operations. Thus, unwanted delays in work
Rising operational costs and the need to improve the guest experience
Lack of one view of revenue, operations, sales, marketing to understand business performance
Limited insights about guest engagement to Senior Management
Difficulty in the seamless exchange of information within different departments or functions
Difficulty in gathering timely information from several sources to present actionable insights to the management
No central rate management system and difficulty in analysing sales performance
Lack of communication by the sales team on instructions for VIP guests to the front desk
Lack of in-depth understanding and evaluation of sales activities to the revenue earned
Difficulty in differentiating revenue earned from different services of the hotel such as different properties, spa, salon and more

SOLUTION

How did the Optimiser platform meet Blue Orchid Hotels’ Business Challenges?

Blue Orchid Hotels chose Optimiser after evaluating several options. Before deploying Optimiser in its business operations, Blue Orchid Hotels used third-party applications for transactional and marketing communication. That lacked meeting business needs to personalise communication. Additionally, the team had to operate several third-party platforms to run their day-to-day functions. With Optimiser, all their business solutions were met from one platform.

Optimiser implemented omni-channel solutions with integrated CRM and other features such as Marketing Suite, Sales Suite, Project Management, Event Management and more. It enabled various departments of Blue Orchid Hotels to potentially improve guest experience
With Optimiser’s groundbreaking integration with Oracle’s Opera PMS, the hotel group has been able to drive customer success with access to information transferred between the two platforms
With this integration, Optimiser has centralised rate management system. The sales team can now easily enter their negotiated rates on Optimiser
The effectiveness of sales activities can now be mapped with the revenue earned. Therefore, now there is a clearer picture of the business
Through this integration, all data is hosted on one platform. Therefore, it gives the hotel group the power to create more focused marketing campaigns. They can do in-depth customer segmentation, and A/B test their campaigns
This simple to use platform has been convenient to use for staff at every level, across departments
There was a specific requirement to store data on how their business operated. Optimiser’s onboarding team understood the client’s requirement and offered a customisable solution
Blue Orchid hosts a large amount of data. Optimiser has been able to migrate and host all the data conveniently
Additionally, with its two-factor authentication and the ability to maintain work logs, Optimiser has been able to offer utmost security to Blue Orchid’s client data
Apart from the hotel operations and revenue, the hotel group wanted to manage their spa services from one platform. With Optimiser Shop Suite, the client can now manage services, staff rostering, shop products and more
With all the data, operations, services hosted on one platform, there was a need to measure and view success across business. Optimiser’s Dashboard offers that view of the entire business. The client can create a multitude of reports across the business and get actionable insights
It bridges the gap between sales and marketing teams by bringing all the customer data to one place. Its automated workflow setup performs repetitive tasks with efficiency and ease and delivers relevant messages at the right time
Facilitating SLA compliance through better monitoring and tracking with automated alerts and notifications
With Optimiser’s ability to integrate with third-party email providers, teams can update appointments, key tasks, pipelines, and contacts

CONCLUSION

Integration between the Optimiser platform and Opera PMS has eased several operational challenges. An accurate and consistent flow of information between departments resulted in better guest experience. Optimiser is their single source of truth, bringing all essential activities like marketing, sales, event management, outlet management and more under one roof. Furthermore, the department heads can track the activities of team members through analytics to identify where sales are coming from and get one holistic view of the entire business through easy to understand graphs and charts. This allows senior management to make necessary changes in strategies to increase client satisfaction and revenue.