Horseshoe Bay Resort Goes Independent; NAVIS Reservation, Marketing Service Smooth Transition
Thinking of Going Indie? Horseshoe Bay Resort Offers Conversion Tips on Reservation and Sales Prep, How to Educate Markets; Talks Benefits of Indie Operation
Reservation sales training and data analysis are key to a successful indie cut-over "We made the transition from major-chain franchisee to independent operation on December 29, 2013," said Bryan Woodward, CMO for Horseshoe Bay Resort. "NAVIS' training team and services definitely helped make the conversion successful." NAVIS trained Horseshoe Bay Resort's leisure reservation sales team, and currently provides call recording and data monitoring systems, sales data analysis, and call roll-over and after-hours reservation services. "We selected NAVIS based on their excellent results for other independents," said Woodward. "It was a good decision."
NAVIS services boost conversion rates; Resort leverages media outlets to educate guests Horseshoe Bay Resort relied on its strong management and operations teams when it left its franchise. "You lose corporate support when you go independent," said Woodward. "We had to take over everything from telephone systems to establishing new contracts with Expedia, Kayak, and our other OTAs. Getting the phones to ring is job one. How you look on Yelp and Google is important. We leveraged media outlets to educate past guests and tell our markets about the change and how they could find us online." NAVIS placed two reservation professionals on property to support Horseshoe Bay Resort during its cut-over. "NAVIS' team provided essential services to help make the conversion go smoothly. Plus, our conversion rates are up year-over-year thanks to NAVIS' support and training," he said.
Indie status allows access to guest records for effective marketing The positives of being independent definitely outweigh the negatives, according to Woodward. "One benefit of independence is that we own our guest database," he said. "NAVIS collects a huge amount of caller data. We have been an indie for about two months and I just downloaded a large number of guest records from NAVIS for our marketing programs. I know who our guests are and why they stay with us. I was not able to access this information from our franchisor."
Horseshoe Bay Resort monitors marketing campaigns with NAVIS; invests dollars wisely NAVIS provides a unique 800 number for each of Horseshoe Bay Resort's marketing programs to track effectiveness. "NAVIS enables us to monitor the success of every campaign real-time," Woodward said. "We see revenue and conversions by channel. I can tell you exactly how many phone calls we receive for each campaign and the PPC ROI. I leverage this information to put my marketing budget in the most successful campaigns. We could never have done this when we were flagged."
NAVIS is more than a phone system and reservation technology, said Woodward. "NAVIS shapes how our property does business. It improved our reservation team and optimizes our marketing spend to increase business and conversions."
Horseshoe Bay Resort is a luxury spa, golf, and tennis resort on the shore of Lake LBJ. It boasts four Robert Trent Jones Championship golf courses and offers many packages for families, singles, and sportsmen. It attracts guests from the Houston, Dallas Ft. Worth, San Antonio, and Austin markets and is a favorite destination for weddings and corporate events.
About Horseshoe Bay Resort
Horseshoe Bay Resort is Texas' original lakeside resort. Located in the picturesque Texas Hill Country, a short 45-minute trip from Austin, 90-minute trip from San Antonio, and a few hours' drive from Dallas and Houston, the 7,000-acre, AAA Four Diamond-rated resort sits along the shores of constant-level lake LBJ. The 377-room resort is home to three championship Robert Trent Jones, Sr. golf courses, a newly opened Jack Nicklaus Signature Golf Course, par 72 dwarf Bermuda grass putting course, The Waters 50-room condominium towers, and a full-service marina. Horseshoe Bay Resort recently opened Summit Rock, a Jack Nicklaus Signature Golf Course Community. A private airport, 16 tennis courts, bike rentals, hiking trails, and spa and fitness centers all add to the extraordinary experience of Horseshoe Bay Resort. For more information and reservations, visit www.hsbresort.com or call 877-611-0112.
NAVIS is a reservation sales and marketing systems company. NAVIS' voice, sales, CRM, database, and email marketing solutions increase bottom-line leisure revenue for resort, hotel, and vacation rental companies. NAVIS provides proven systems, services, database tools, and creates processes that enable clients to strengthen reservation sales and build marketing campaigns based on accurate, real-time data. NAVIS uncovers previously hidden revenue sources and shows operators 100% of the revenue generated by every marketing campaign, not just online and social media bookings. NAVIS implements powerful outbound leisure sales strategies and accurately measures marketing ROI for each online and offline campaign. NAVIS captures guest and prospect data for future marketing campaigns and provides 24/7 reservation call center services to help operators increase occupancy and ADR, and close more leisure business.
Senior Marketing Manager