Award-Winning Hotel in Breckenridge, Colorado, Uses Future Consumer Demand to Manage Uncertainty and Grow Online Bookings
NASHVILLE, TN – November 21, 2014 – nSight, the leader in online consumer shopping intelligence for the travel industry, today announced that Colorado-based Beaver Run Resort and Conference Center is using its consumer intelligence to enhance performance in digital marketing for third-party and consumer channels. A top ranked TripAdvisor hotel in Breckenridge, Beaver Run will use nSight consumer data to target active shoppers for the upcoming ski season and grow its share of visitors to the highly competitive Breckenridge ski area.
Beaver Run is a slopeside 515-room resort with full conference center facility just off historic Main Street in the Town of Breckenridge.
nSight captures more than 80 million searches and bookings for hotels daily across 5,000 third-party websites worldwide, providing in-depth consumer insights on geography, demographics and search behavior. nSight elevates hotel marketing and revenue management capability by providing an unprecedented view of how travel consumers shop online.
Using nSight, Beaver Run can benchmark its performance on travel websites against other ski resorts for key metrics such as searches, bookings, and best available rate (BAR) and see how changes in its rates impact future demand. By understanding consumer behaviors, profiles and travel intent and benchmarking against its competitors, Beaver Run will focus media buys and optimize rate decisions, positioning it to compete even better during the busy ski season and shoulder periods.
“Breckenridge is a hot market and new players are looking to take advantage of the opportunity,” said Bruce Horii, Director of Sales and Marketing, Beaver Run. “Consumer analytics from nSight help us stay competitive and grow our share of skiers for the coming season. By identifying sources of future demand by market and persona type, I know who to target and when. nSight simply gives me the digital roadmap for the next 30-60-90 days.”
With visibility into search and conversion for travel websites, Beaver Run can see campaign impact in almost real time and make changes to optimize ROI. Using the profiles of active shoppers, marketing teams can align web and social media content, build website packages and offer OTA promotions to increase bookings from both direct and third-party channels.
“Beaver Run is a progressive user of data analytics,” said Jami Timmons, president and chief product officer of nSight. “It’s proactively leveraging consumer intelligence and booking trend data to understand consumers and build strong share position in a rapidly changing environment.”
nSight is an interactive SaaS-based BI application that benchmarks a hotel’s performance on third-party websites worldwide against competing hotels and resorts. Hotel users apply this consumer shopping intelligence to improve decision making, optimize rate, increase online bookings and grow share over competitors.
