The hotel group

Cetina Hotels is a group of four boutique hotels aimed at the urban tourist that started in Murcia, with subsequent openings in Seville and Segovia. They are now preparing to open a new property in Baeza.

They are centrally located, modern and independent hotels, with a very careful decoration that makes them unique spaces in the heart of the city.

The Challenge

With the opening of the new hotels, the Cetina Hotels team was faced with the challenge of optimising the Revenue Management processes.

The analysis of competitors, demand tracking and pricing decisions meant a manual work that was difficult to take on, and above all, not very efficient.

In addition, for new openings they had no historical data and needed market intelligence to be able to make decisions and position themselves competitively.

The Solution

Cetina Hotels decided to look for technological solutions to their difficulties and got to know BEONx through the Hotel Alliance, an Economic Interest Grouping (EIG) of hotel chains for digitalisation, globalisation and sustainability.

The process of exploring the solutions offered by BEONx together with the sales team went very smoothly. Cetina Hotels understood that this RMS was the tool they were looking for, with a competitive price and all the functionalities they needed to improve their results.

“BEONx’s RMS saves us a lot of time in terms of analysing the competition and making the right pricing decisions based on demand. We now work faster and more efficiently, achieving much better results.”, – Yeisy Rodríguez, Corporate Room Division Manager at Cetina Hotels.

The Results

After the implementation of BEONx, Cetina Hotels is very satisfied with the results, highlighting different aspects:

• The time and work processes of the Revenue Management team have been greatly optimised. The management of data and information and the knowledge of the market and the competition are carried out in a much faster and more efficient way.
• The improvement in RevPAR results has been almost immediate, even in a place like Murcia whose characteristics make it very difficult to attract more demand. By following the BEONx RMS recommendations, they have achieved a 5% increase in ADR and occupancy rates of over 95%. The use of this technology has also enabled them to reverse the downward trend in monthly ADR pick-up.
• Having a market knowledge tool has facilitated the positioning of the newly opened hotel in Segovia, while the RMS pricing strategy recommendations have enabled them to exceed RevPAR and ADR budgets also in the Seville location.

Finally, the Cetina team highlights the help of BEONx’s team of Revenue Managers, who guide them at all times to get the best out of the RMS and provide recommendations to improve strategies. The quick response to the hotels’ needs, such as improvements in data visualisation, makes them very confident in BEONx’s possibilities and makes them feel secure in having chosen this technological partner.

“BEONx has helped us greatly improve the quality and efficiency of our processes, speeding up our work and giving us access to the information we need with a single click. Data is more segmented, according to booking origin and Feeder Market, with a granularity that we did not have access to before. We now have information that was more difficult to see before and which, as a result, we often did not take into account. We embraced this technology in order to increase our income and, so far, we are succeeding. “, – Yeisy Rodriguez, Corporate Room Division Manager at Cetina Hotels