Full hotels, thin returns.
Lumen Ridge Hotels grew to 42 properties in the US, Canada, Portugal, Spain and Italy through three acquisitions. Occupancy was healthy, but each general manager set prices alone and guest reviews were slipping.
- 42properties priced in separate spreadsheets
- −12%RevPAR versus the competitive set
- 4.1★average guest rating, down from 4.5
Online travel agencies took a growing share of bookings, and with it up to 18% commission. Three brand standards from the acquisitions meant guests had very different stays under the same name.
The owners wanted one model that would raise revenue per room without turning boutique hotels into a chain.
Start with the guest, then price it.
Two partners and a team of five worked across both continents, with a pilot cluster of six hotels in Florida and Portugal before the full rollout.
- 01
Listen to guests
We analyzed 11,000 reviews and interviewed 60 guests to find the five moments that drove ratings — and the three that drove complaints.
- 02
Centralize revenue management
A new team in Miami now sets prices for all 42 hotels with a dynamic pricing tool, while general managers keep control of local events.
- 03
Redesign the stay
Five signature guest moments, a single service standard and staff schedules matched to arrival peaks rolled out hotel by hotel.