Client Profile

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100-room all suites located near a major Airport. The property sits in a crowded cluster of hotels, making visibility difficult and increasing the need for intentional outreach and strong positioning.

 

Prior to our engagement, the hotel struggled with declining contract business, inconsistent rate strategy, and limited penetration into profitable local demand.

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The Challenge

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The hotel faced several obstacles impacting revenue performance:

• Loss of airline crew contracts due to industry shifts

• Heavy discounting that eroded ADR

• Missed opportunities to capture higher rates, even on sold-out nights

• Limited local market presence and weak brand visibility

• No active or targeted outreach to key demand segments

• A need for stronger group production and long-term stay partnerships

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As a result, the hotel ranked 4th of 6 in occupancy and 6th of 6 in ADR within its comp set. Ownership and the General Manager wanted two clear outcomes:
 

1. Increase occupancy through stronger demand generation,

2. Grow ADR to match the market opportunity.

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Our Strategic Approach

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We began by evaluating the hotel’s STR performance, competitive positioning, and rate strategy. The data confirmed that even when sold out, the property was not yielding effectively and was leaving ADR opportunities on the table.

We launched a multi-layer strategy built around five core priorities:

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1. Reintroduce the Hotel to the Local Market

The property was physically hidden among other hotels, making proactive outreach essential. We conducted targeted site visits, refreshed sales collateral, and positioned the hotel as a preferred partner for long-term and group needs.

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2. Strengthen Rate Strategy in Collaboration with Revenue Management

We raised floor and ceiling rates to better align with market demand and ensure the hotel could capture higher-rated business, especially from national accounts and extended-stay partners.

3. Capture High-Value Group and Long-Term Business

We targeted construction companies, logistics partners, and corporate training groups—segments that rely heavily on extended-stay accommodations. This included securing new business with Amazon training operations.
 

4. Reactivate Dormant Accounts and Build Local Relationships

We reengaged past accounts, improved sales follow-up processes, and implemented a structured outreach calendar to ensure consistent pipeline activity.

5. Analyze the Competition to Identify Opportunity Gaps

We conducted comp-set visits and S.W.O.T. assessments to better understand competitive strengths, weaknesses, and rate strategies—allowing us to position the hotel more effectively.

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The Results

The impact was measurable and decisive:
 

• Ranked #1 of 6 in occupancy within the comp set

• Ranked #1 of 6 in ADR, despite being an extended-stay product in a competitive market

• Substantial lift in group inquiries and bookings

• New partnerships secured, including long-term construction accounts and Amazon training business

• Higher rate integrity across the board—less discounting, stronger yield

• Increased visibility and stronger competitive positioning in the airport market

 

The hotel transitioned from struggling to outperform the comp set in both occupancy and ADR, a rare and impressive combination for an extended-stay brand in an airport market.

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Why It Mattered to Ownership

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This transformation delivered tangible financial results and long-term strategic advantages:

• Revived rate integrity and strengthened ADR

• Improved mix of business with more profitable segments

• Stronger forecasting confidence for both ownership and revenue management

• Less vulnerability to airline contract fluctuations

• Clear sales direction and market presence for sustained future growth

 

What began as a hotel overshadowed by nearby competitors is now a leader in its comp set.  A direct result of targeted strategy, intentional outreach, and disciplined rate management.

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Ready to Strengthen Your Hotel’s Market Position?

Sales Key Consulting helps extended-stay, select-service, and full-service hotels achieve measurable growth through strategic focus and consistent sales leadership.

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