How Casual Hotels managed to improve its competitive positioning by including quality analysis in pricing decisions.
The hotel group
Casual Hoteles was founded in Valencia in 2013. It is a hotel chain that offers themed urban accommodation in luxury locations. They have 19 urban hotels in different cities in Spain and Portugal. It is a company committed to the search for maximum social and business benefit and they consider themselves to be a supportive company, through their collaborations with Save the Children, Unicef, food banks and animal shelters.
Casual Hoteles’ project with BEONx began in 2021 to respond to certain needs of the hotel group:
- Pricing strategy limited to price levels, which prevents the application of free prices adjusted to the behaviour of demand and harms competitive positioning.
- Lack of automation and process optimisation in the Revenue Management department.
To solve the obstacles they were facing in their Revenue Management strategy, Casual Hoteles looked for a Revenue Management system. BEONx convinced them with its ease of use and the support service offered by its team of experts, both at a technical level from the moment of integration and configuration, as well as in the daily work of the department. The support of their revenue managers is of great importance to improve the strategy, optimise processes and get the most out of the solution.
“The speed, clarity and simplicity with which the different KPIs are displayed are key to the agility of daily work. Even with this simplicity, BEONx is a very complete system that helps us to make decisions for a correct pricing, forecasting and benchmarking strategy” – Pedro Pavón, Revenue Management Director at Casual Hoteles.
The day-to-day work of the Revenue Management team has improved in two fundamental areas since the introduction of BEONx :
- Saving time, taking into account the organisation of work in a centralised department, with the hotels distributed in regional clusters, where each Revenue Manager must control the data of several hotels.
- The decrease of the margin of error, changing from a manual work structure to having the support of data processing technology.
The inclusion of the BEONx Hotel Quality Index (HQI™) in the company’s hotels has enabled optimal price positioning within each competitive set. BEONx technology anticipates demand needs, helping to study the behaviour of the hotel itself, the compset and the destination. By identifying revenue optimisation opportunities, based on multiple sources of reliable data for decision-making, the RMS has helped Casual Hotels achieve its objectives.
“BEONx has not only helped us in a technological way, but also in a human way. The support and understanding of the people who make up BEONx, especially during the difficult times we have gone through in recent years, has been exceptional. The team is remarkable.” – Pedro Pavón, Revenue Management Director at Casual Hoteles.