The full-service Malaysian hotel group Royale Chulan Hotels & Resorts struggled with a very manual distribution set-up … till STAAH came along.
Royale Chulan Hotels & Resorts is a Malaysian chain of full-service hotels, founded and owned by Boustead Hotels & Resorts Sdn Bhd. The group’s luxurious properties are in prime Malaysian locations, attracting both leisure and business travelers. In addition to its eight properties in Malaysia, the group owns a boutique property in Hyde Park, London.
Every property has been designed to create spaces that give guests an opportunity to escape their day-to-day routine and plunge into a world of leisure and luxury. Restaurants, spas, sports centers… the group properties are known for their top-end services and warm hospitality.
Gaining control of the backend
As the group has grown, so have the number of online booking channels that feature its properties.
“Our distribution process was very manual with staff spending considerable time updating rates and availability,” says Aaron Tan, Group Director of Sales & Marketing for Boustead Hotels and Resorts “As we grew, it became obvious that we needed a tool to manage distribution and pricing easily – and strategically.”
The prestigious hotel group works towards the goal of creating a brand that is synonymous with quality, flexibility, and choice. It is always striving to give its guests the best experience possible. Unfortunately, a lagging distribution system meant its staff was focusing more on cumbersome tasks like updating inventory as opposed to delivering a memorable guest experience.
STAAH fit right in
“STAAH was recommended to us as having a high-reach channel manager that was reliable, affordable, and insights-driven,” says Aaron Tan, Group Director of Sales & Marketing for Boustead Hotels and Resorts, Malaysia.
“From the first day, STAAH’s technology has lived up to our expectations. The set-up was seamless with the STAAH team always on-hand to help configure our inventory and rates to multiple booking channels,” says Aaron.
“Four years on, we can still count on the STAAH team to respond to our queries quickly and efficiently – the service is great!”
Using STAAH Channel Manager, Royale Chulan group has been able to grow its yield and RevPar through powerful insights that guide the group’s revenue management approach. “In a world where efficiency matters more than ever before due to a dried-up demand because of the coronavirus pandemic, these gains are valued more than ever before,” adds Aaron.
Group Office Sales & Marketing Department – Aaron heads a centralized revenue management department that oversees distribution for every property within the group.
“In addition to making us more efficient, STAAH has eliminated the need for manual inventory management. Our staff now spend more time delighting guests.”
“We greatly value the reporting we get from STAAH, available both at property and group levels,” says Aaron. “These allow us to evaluate the performance of every online channel (including our website) and apply different strategies to improve sales – especially during such difficult times.”
Royale Chulan Hotels & Resorts is a Malaysian chain of full-service hotels, founded and owned by Boustead Hotels & Resorts Sdn Bhd.