Twenty hoteliers leverage predictive data to mitigate uncertainty in market
NASHVILLE, TN (April 26, 2016) nSight, the leader in online consumer shopping intelligence for hotels and destinations, recently signed twenty new hotel clients in the Orlando area. Despite an overall healthy market anchored by top global attractions, Orlando hotels continue to battle fluctuations from international travelers and rate competition in non-peak periods. Local hotels that use nSight’s predictive shopping data to make smarter digital marketing and revenue management decisions are seeing stronger rate growth and steadier demand.
For hotels in Orlando, May is looking to be a challenging month, while June promises to bring an upswing in summer leisure consumers. Transient consumer demand is driven by international markets for May, with Toronto, London, and Buenos Aires as the top source markets searching and booking Orlando for the month. Orlando hotels are using nSight’s data to focus marketing on the most likely to book markets and optimize rate during the shoulder season.
“nSight helps to make our decisions easier across both marketing and revenue departments,” said Jean Spaulding, Director of Sales and Marketing for Omni Orlando Resort at Champions Gate. “It allows us to have an integrated approach to decision making that is more focused and more effective, with synergies across our teams on decisions ranging from who we target in digital marketing to how we design OTA promotions. nSight just makes us a bit smarter across the board and that is translating to revenue growth and higher ADR.”
nSight helps Orlando hotels level out the peaks and valleys of rollercoaster RevPAR and protect against fluctuations in international demand to the U.S.’s top family destination.
Top benefits of nSight features include:
- Knowing when to hold, raise or lower rates based on consumer behavior: nSight’s Demand forecast calendar features an integrated view of rate, consumer demand and bookings for future arrival dates so hotels can optimize ADR
- Targeting consumers actively shopping competitor hotels by geographic market and consumer profile: A view of unconstrained demand beyond the hotel website enabling hoteliers to increase direct bookings by shifting market share
- Improving marketing ROI: nSight highlights the top US and international source markets searching and booking the hotel compared to the comp set over the next 30/60/90 days for PPC campaigns, email marketing, social and display ads, and website promotions
“Decisions that I used to make by following my gut or relying on what the data said last year, I now make based on forward-looking nSight data,” explained Simone Kuska, Director of Sales and Marketing at the Florida Hotel and Convention Center in Orlando. “I feel confident about decisions because I can see the actual changes in consumer demand for our future arrival dates and can make the right educated calls to optimize our bookings with the most effective marketing and rate strategy.”
Select Orlando hotels using nSight travel intelligence solutions include:
- CoCo Key Hotel & Water Report
- Florida Hotel & Conference Center
- Omni Orlando Resort at Champions Gate
- Radisson Resort Orlando Celebration
- Ramada Gateway Hotel
- Westgate Resorts
nSight also works with local destination marketing organizations throughout Florida, such as Visit Florida, The Florida Keys and Key West, Visit Gainesville, Visit Jacksonville, Lee County Visitors and Convention Bureau (Fort Myers & Sanibel), Visit Pensacola, and St. Augustine, Ponte Vedra & The Beaches Visitors and Convention Bureau.
“Some might consider the Orlando market recession proof,” said Rich Maradik, nSight Founder. “Its attractions, beaches, and weather are considered second to none in the U.S., however, it’s a high-spend town that can suffer when consumers are watching their dollars. When a downturn comes, the hotels that know who is searching and booking them and competitors for future arrival dates will be better positioned to maintain share by making smarter rate and marketing decisions.”
To enable hotels and management groups to make smarter decisions when the market slows, nSight recently published a ViewPOINT titled, “Are you ready for the next hospitality downturn?” Download a free copy of the perspective here.
nSight’s Hotel Solutions consist of the nSight interactive SaaS application and action-oriented reporting that brings search, booking, and rate dynamics into one forward-looking view, so marketing and revenue management can act together. nSight equips hoteliers with predictive data that gives a clear picture of who and where consumers are who are shopping right now for a hotel and its competitive set, allowing properties to boost online presence and grow direct bookings from active, qualified consumers.
