The Situation
The 5 star deluxe property wanted to get more weekday business, as well as diversify its feeder markets.
The 5 star deluxe property wanted to get more weekday business, as well as diversify its feeder markets.
The hotel was located in Carmelo, a small, isolated town that's a 3-hour drive from Montevideo or a 2-hour sail+drive from Buenos Aires, the source of 70% of its guests, who primarily visited on weekends.
To reduce the gap and get more business on weekdays, We focused on sales calls with the corporate segment and created special meeting packages with reduced rates or free rental spaces on weekdays. We focused on training and presentations in the most important incentive houses and meeting planners’ offices, and organized fam trips with decision makers. To diversify our feeder markets we started to travel to Brazil and US.
We increased weekday occupancy by 75% and room revenue by 60% by drawing in the business/corporate segment. By positioning the hotel as a trendy hotspot for wealthy travelers, we doubled the market share from Brazil in four years.
