Helping motels succeed
Building confidence, knowledge and proficiency in accommodation management around Australia
The Ned Ryan Motel, Boorowa, NSW
Opening a brand-new motel in a small regional town can be extremely exciting and very daunting at the same time. Drive through traffic and the visiting friends and family market continued to grow in the region and an opportunity was presented to a group of locals who took on the challenge with delight and apprehension.
The Need
Having little to no experience in the accommodation industry, experience and a friendly ear was sought after and found. As the build progressed Emily met with the two main operators online on a monthly basis to discuss the requirements and processes ensuring they were prepared as much as possible for the opening of the motel.
Each month certain tasks were set and achieved as much as possible moving towards opening day. Tasks over the months included
Choosing the right Property Management System and ensuring training and onboarding was scheduled.
Sourcing linen what type of beds and bedding to purchase.
Discussing the layout of the store room and understanding what extra room supplies and cleaning products to have on hand.
Staffing needs and requirements.
Internet and security needs regarding what the guests expect and the level of security.
Accounting systems with the property management systems
Managing online travel agents.
On top of this the team was heavily involved with designing and styling of the motel rooms, setting the budget and nightly rates along with building the website.
Towards the end of the build Emily visited Boorowa to assist with the final stages of set up both administration and daily operations. Providing practical advice on daily procedures and an insight into what to expect on a regular basis along with feedback on items purchased and what may need to be purchased in the future.
While onsite, basic training of cleaning the rooms was also completed. So that the team was aware of what to look for when checking the rooms before a guest arrives and also to be confident and comfortable on how the rooms were presented.
Administration wise, discussions were had about terms and conditions, cancellation and deposit policy and the tricky reservation questions that may arise. Having an experienced sounding board in these areas made the decisions easier for the team. Emily was also able to provide assistance with setting up confirmation emails and guest correspondence.
From the onset the goal was to set the motel up to operate remotely which meant the key locks and property management system needed to work seamlessly and understanding the technology around this aspect was essential moving forward.
The Result
Working together the team grew confident in their operation and understanding of what was ahead of them. The excitement around town was growing for the motel and enquiries and reservations were coming in strongly. There were a few challenges ahead, however the team felt assured they had the knowledge to move forward successfully.
Castle Motel, Castlemaine, Victoria
The Castle Motel in Castlemaine is a small property located in Castlemaine. It has 20 motel rooms including family rooms in a standard and deluxe style. The small family had taken over the property a few years back and were struggling to build their customer base. They had drive and passion and could see tremendous potential in the property however with little experience in the industry they did not have the know how.
The Castle Motel
What was needed
Castlemaine is located in central regional Victoria approximately 30 minutes from Bendigo. A historic quaint town with mainly a domestic market segment. There is no big drawcard to the area and the local accommodation operates to support the visiting friends and family, the country drive through and local small festival market segments.
After initial phone conversations with the operators there was an opportunity to visit the property and understand the business operations and the owners aspirations better.
In their time at the property they had completed vast improvements in the facilities and saw many more on the horizon. The administration side of the business had been neglected and they also needed support in a better understanding of review management, customer service and revenue opportunities. Being new to the area also meant they did not know who to contact from the local tourism association for support and promotion.
The operators had little to no previous experience in the accommodation industry. For them it was an investment opportunity that they had found enjoyment from and wanted to further develop their skills. English was also not their first language which made the communications process with customers and representatives challenging.
At the end of the day
By collating information and gaining a better understanding of their business the operators were able to contact their local visitor information center and local tourism association for promotion and support. A template document was supplied to assist in replying to customer reviews and also pre and post stay guest emails. They also had steps in place to plan ahead for alternative revenue opportunities.
The operators had a new found confidence in the knowledge that they had support and were able to move forward in their vision of the business.
Moving forward with a positive outlook.
An interview with The Accommodation Show about my work within the industry, marketing tips and practical operation ideas.
A practical and personal approach can build customer relations in challenging situations.
With good operations & good products, the accommodation industry and its people can be a big part of economic growth. With great accommodation people stay longer, they refer their friends and they return which builds the local economy and everyone is happy.
The Dolphin Apartments, Apollo Bay, Victoria
The Dolphin Apartments is a 4.5-star property located in Apollo Bay half way along the Great Ocean Road to the twelve Apostles. The property has 13 two bedroom two bathroom apartments and a one bedroom apartment. All self-contained and conveniently located across from the beach and a few minutes’ walk to shops and supermarkets.
The Great Ocean Road has a very strong international and domestic market. The Dolphin Apartments was operating at around 85% annual occupancy with a very positive reputation both online and locally.
The Dolphin Apartments
What was required
New managers were sourced when the property was ten years old. The age of the property meant it was in need of a refurbishment and ongoing maintenance costs were increasing in order to maintain the high standards the guests and owners had come to expect.
The new managers came with luxury product experience and knowledge of both operations, maintenance and a high level of customer service.
There was a need for a streamline of operations and an increased online presence. The procedures were outdated and long winded. Markets were changing and the property needed to move with the times.
The refurbishment of the apartments needed to be completed over time and with a clear understanding of the guest needs and the right style.
The outcome
By understanding the market and opening up higher yield opportunities the property increased the room revenue by 7% and increased the average room rate by 5% in the first year. In creating an online presence and improving the website the business was able to increase occupancy and brand awareness.
Over 3 years the property underwent a complete refurbishment. This included kitchen appliances, carpet, painting, furniture, curtains and soft furnishings. The project was managed by the onsite managers working with contractors and maintaining general operations during works with minimal disruption.
By marketing to a variety of domestic market segments, The Dolphin Apartments was able to operate within the government restrictions and with a solid occupancy rate, outside of lockdowns, during the recent Covid 19 pandemic.
Maintaining contact with the local tourism association and industry movements assisted in maintaining the high standards required to operate and provide a quality product into the future.
Do you have any questions?
If you’re looking to find out more about the programs or need help deciding which is best for your property. Book a free work with Emily discussion call where we can talk about all things accommodation and you. Including why you got into this amazing industry and what your future plans are. Click on the link and let’s chat.
