“Laasie has been an extraordinary addition to our hotel. With just a click of a button, our guests have the ability to gain rewards for using our website, which has increased our visibility and successfully redirected revenue to direct bookings. Not only do our guests receive an instant reward, but our hotel's bottom line is immediately improved. It's a win-win all around."
BENJAMIN GRAY
GENERAL MANAGER AT THE BELLMOOR
The Challenge
Benjamin Gray is the General Manager of The Bellmoor Inn & Spa in Rehoboth Beach, Delaware. The award winning hotel like many others, was heavily impacted by the pandemic forcing them to close their doors for two months. The Bellmoor partnered with Laasie to drive value without discounting their rates. This was also a positioning play – personalized rewards are a more subtle form of promotion than the generic discounts often seen on other hotel sites.
A Direct Booking Solution that Drives Incremental Revenue
Gray began using Laasie’s embedded designs on The Bellmoor’s website. In particular, he used Laasie’s on-property reward manager to promote their hotel’s spa services. The on-property reward manager allows Bellmoor to add their own on-property offers directly to Laasie’s reward marketplace, which would then use A.I. to determine the most optimal and relevant rewards to offer their guests.
The team at The Bellmoor saw an opportunity to promote a 20% off their spa services with every direct booking. They hoped that this reward would persuade guests to take a last minute vacation before the end of summer and increase the hotel’s incremental revenue.
The Bellmoor offer
The Results
The success of this solution was apparent within the first month. In August and September 2020, the property saw a 30% YoY growth in spa sales. The Bellmore further found that Laasie guests were responsible for driving an additional 5% of revenue for the spa during the months of August and September. Additionally, 35% of Laasie guests booked more than one service after arrival.
Despite challenges of seasonality and the pandemic, both parties were able to see a great impact from the on-property rewards enabled by Laasie’s embedded designs.
BY THE NUMBERS
GROWTH IN SPA SALES
INCREASE IN REVENUE
"I couldn't be happier with the Laasie promotion at The Bellmoor Inn and Spa. Not only was it a great driver for business at the spa, but we had spa guests book multiple treatments using the Laasie promotion, resulting in a 38% increase average ticket/per spa guest! I would not hesitate to use Laasie again – great ROI!"
HEATHER PLEASANTS
SPA DIRECTOR AT THE BELLMOOR
Looking Forward
The Bellmoor leveraged both Laasie’s embedded designs and the on-property reward marketplace, powered by artificial intelligence and big data, to provide guests with a fulfilling experience at their property, and in turn saw a significant increase in ancillary revenue from their satisfied customers.
The hotel plans to continue working with Laasie to reward their customers as well as drive conversions with new visitors through a larger variety of on-property outlets.
