HOTEL CASE STUDY
THE BULL AUBERGE | A FAMILY-RUN GEM SERVING UNFORGETTABLE STAYS
In 2022, owners Jake and Katy Berridge of The Bull Auberge sought a user-friendly and cost-effective system that offered comprehensive reporting capabilities. They found the ideal solution in RoomRaccoon, which fulfilled all their requirements and offered benefits beyond their expectations.
About The Bull Auberge
The Bull Auberge is a small, family-run country hotel in Noth Suffolk. Carefully refurbished and sensitively restored by owners Jake and Katy Berridge, the Auberge offers 11 bedrooms with modern comforts and facilities alongside beautifully preserved original features, including exposed wooden beams and rich, stylish furniture.
The Yaxley Bull is a 32-cover fine dining restaurant at the Bull Auberge that celebrates local produce and boasts two rosettes for culinary excellence. The hotel welcomes a diverse clientele, providing a unique experience for corporate guests and leisure travellers who seek to explore and indulge in the beauty of the coast and countryside.
A Stellar Online Reputation Leads to More Bookings
Challenge
Online reputation management has become a crucial task for hotels as most travellers rely heavily on online reviews and ratings to make their decisions. For busy hotel operators, managing guest feedback manually can be highly time-consuming, underscoring the need for tools that can automate the process.
Solution
Jake found RoomRaccoon's Documents module helpful incollecting reviews from guests and building a positive online presence. He particularly appreciates the customizable post-stay document, which he has linked to their Tripadvisor account and booking engine, enabling guests to leave a review and book their next stay. How's that for a win-win? The post-stay email is automated and sent to guests at the right time to encourage feedback.
Result
The Bull Auberge receives four times as many 5-star reviews per month compared to its competitors in the area. Their positive online reputation on Tripadvisor has also attracted a lot of guests who book a stay with them.
Big Savings on Commissions Courtesy of Raccoon Price Checker
Challenge
The Bull Auberge wanted to find a way to increase direct bookings and decrease reliance on OTAs which charge hefty commission fees.
Solution
They implemented the Raccoon Price Checker, a booking engine widget that compares their competitive direct booking rates to their OTA rates right on their website. This tool has elevated the booking process by facilitating a shift towards direct bookings, reducing reliance on OTAs, and minimising commission fees.
Result
The Bull Auberge saves £1000 per month on OTA commissions.
80% Increase in Occupancy With Yield Manager
Challenge
The Bull Auberge, situated in a well-known wedding destination, faced intense competition from larger properties in the area. To distinguish themselves, Jake and Katy were looking for a property management system that had integrated dynamic pricing. However, this is a rare feature to find as most PMS providers require complex integrations with third-party systems.
Solution
With RoomRaccoon, the Bull Auberge has harnessed the power of advanced native pricing tools like RaccoonRev and the Yield Manager. RaccoonRev allows them to benchmark their rates against competitors in their area, and they have implemented sophisticated yield rules to capture demand, sometimes even a year in advance. The user-friendly interface streamlines operations and automated rate updates save them valuable time.
Result
The Bull Auberge achieved an average occupancy rate of 80% over the year.
"In my view, having access to a yield management tool is invaluable. I would dread to think of the countless hours I would spend each week on competitive analysis and setting up all these dynamic tools.”
JAKE BERRIDGE - OWNER OF THE BULL AUBERGE
A Hassle-Free Dining Experience With POS Integration
Challenge
For a seamless guest experience, Jake and Katy wanted to offer a hassle-free dining experience at The Yaxley Bull. They sought a point-of-sale (POS) system that integrated with RoomRaccoon, enabling guests to receive a consolidated invoice at the end of their stay. This integration was a crucial aspect in ensuring a smooth and efficient check-out process.
Solution
RoomRaccoon integrates with their preferred POS solution, EposNow. This integration enables the hotel to effortlessly merge restaurant charges with room bills, making it easier for both corporate and leisure guests who prefer a single, consolidated invoice reflecting all expenses incurred during their stay.
Result
The integration has eliminated manual billing errors and saves time on data entry. In addition, guests appreciate the convenience of receiving invoices via email while enjoying breakfast, allowing for quick adjustments or additions before check-out.
See our customer stories:
RoomRaccoon offers a host of features to elevate hotel operations and boost revenue. Get to know what’s worked well for our hoteliers!
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