With two properties that consist of 240 rooms and 12 serviced apartments, and a complement of 230 staff members, Breaffy House near Castlebar, Ireland is a large resort by any standards. They offer facilities that can accommodate up to 2000 guests, including a 32,000 square foot sports arena and a ballroom that can be used for dining or conferences, all on 92 acres of land. But across their wide range of facilities, one goal remains a constant for General Manager, Wilson Bird.
“TripAdvisor is important, and most hoteliers are worried about TripAdvisor because it's seen as the review site,” says Wilson. But management weren’t convinced that their guests were reaching them through the review giant. Without a clear understanding of their guest journey, or a clear view of trends in booking and in experiences at their properties, it was proving difficult for them to keep track of where improvements could be made in their operations and online reputation.
Another difficulty that management was facing with operating a resort the size of Breaffy House was trying to keep their contingent of staff motivated. This was proving to be problematic, as Wilson explains, "Because the hotel is so big and because we've gone through such a huge change, and we're 230 staff.” Without detailed feedback, management was finding it difficult to know which team members were performing well, or where improvement or training may have been needed.
Thanks to GuestRevu’s award-winning direct guest feedback and online reputation management solutions, and their integration with the Guestline’s Rezlynx PMS that the resort uses, Breaffy House’s management are able to:
That GuestRevu integrates with Guestline has proved to be particularly valuable to the management team, as Wilson explains: “Obviously the more integrated each technology is, and for each interface to work together, makes my life much much much easier.”
“There is a great benefit between Guestline and GuestRevu being integrated,” he continues, “because really the work and the effort is seamless. And, as GuestRevu and Guestline grow and the integration gets better and better, in the future we will be able to further break down our guests' comments by market segments. So we'll be able to see if we're performing well in our wedding segment, which is fairly large for us, or how we're doing in our leisure segment, or how we're doing on our corporate segment. Because each customer is very different and they have very different needs. And with a strong integration between the two companies, this is going to have a major benefit to us here at the resort.”
“GuestRevu is user-friendly. It enables both the managers, the team leaders, and the general staff a very fast glance of where we sit with our customers,” says Wilson.
Since implementing GuestRevu, the team at Breaffy House Resort have gained a better understanding of their guests, the journey that they take to come to the resort, and the experience that they have while they’re there.
Where before Breaffy House Resort’s management team were only receiving feedback sporadically, as Wilson explains, “Once we went with GuestRevu, that all changed. It was a managed, focussed process that got the whole team very aware, very fast, of how our guests actually felt.
“We're proactively approaching our guests to engage in a feedback form, that goes onto TripAdvisor, which enhances our reputation because we're getting more positive feedback. We're speaking to all of our guests rather than just a select few who are happy or dissatisfied.”
The hours that Breaffy House Resort’s management team were spending manually analysing each of their online platforms are in the past. “What we have with GuestRevu is one platform that does all the work for us,” Wilson explains.
With help from their consolidated dashboard, management are able to see at a glance what feedback they’ve received across the review sites that they’re listed on, as well as the feedback that guests have been leaving via their direct survey. And with the addition of their competitor report, Wilson says, “we’re able to see how we compare against our competitors independently.”
This provides them with the ability to compare their guest experience to other properties in their area and around the world, while also gaining a greater understanding of their guest stays overall.
“While TripAdvisor is very important,” Wilson says, “we worry about the feedback from all of the review sites and our own guests.” And since introducing GuestRevu to the resort, they’ve managed to get a better handle on the true impact that the review giant is having on their bookings.
“When we’re analysing what our guests are saying and where they come from, where they’ve heard about us, and what decisions triggered the guests to book with Breaffy, we’ve then realised that only between 1.5% and 3% of our guests use TripAdvisor as a reason for booking,” Wilson explains.
And it’s not only how guests arrive at Breaffy house that management is discovering trends in. “Through GuestRevu’s monthly management reports, we were able to drill down within the report to see departments, and sections within the departments, that were performing well and performing negatively,” says Wilson. “When we saw breakfast, for example, getting scores of only 88 compared to the rest of the hotel achieving 95 and 98 satisfaction rates, we were able to react to that. And as a result, over a period of three months, breakfast has come up to 98% [satisfaction] and is one of the best performing departments in the hotel.”