Roisa Hotel Group

Roisa Hotel Group boosts revenues by +32% with Revbell

Could you please introduce yourself?

My name is Diego Flórez, and after more than 10 years in Revenue Management departments at Meliá Hotels International, SmartRental Group and Palladium Hotel Group, I’m currently co-founder and Director of Revenue & Sales at Roisa Hotel Group. We are a small hotel company managing two establishments in Madrid: Roisa Centro, a tourist apartment complex focused on the leisure and luxury segment, and Roisa Hostal Boutique, which targets the mid-range business segment thanks to its location and services.

What issues led you to invest in a solution like the RMS Revbell?

The main objective, common to all companies investing in an RMS (Revenue Management System), is to maximize revenues through faster data analysis capabilities.

Back in 2011, we at Meliá were pioneers in the use of IdeaS RMS, which at the time was primarily aimed at large North American hotel chains. Over the years, new solutions appeared, but they remained too expensive for independent hotels or small chains.

After the pandemic, a process of “democratization” began with the emergence of new specialized startups like Revbell, as well as the development of older PMS solutions that integrated “machine learning” systems. This made access to the technology considerably easier for independent hotels and small chains.

What were your selection criteria? How did Revbell stand out?

In a market as dynamic as Madrid’s, it was important for our company to take a step forward to improve pricing strategies, increase profitability and above all simplify the analytical workflow, which until then had relied mainly on Excel spreadsheets and BI tools.

In 2023, after budgeting for an RMS, I began my research online and at various trade shows. I focused on price, data quality and ease of use. I didn’t find exactly what I was looking for until an informal conversation with Jordi Picón, CDO of Hotelgest, who told me about a French consultancy called Revbell, publisher of an RMS.

Revbell has set itself apart by offering detailed recommendations based on artificial intelligence. Its algorithm focuses on daily booking trends and historical data curves by segment and room category. What’s more, the system evolves and learns from “human” decisions, making its recommendations increasingly accurate over time.

How was the onboarding phase?

The first step was bidirectional integration with our PMS (initially with Mews, then with Hotelgest) and the SiteMinder Channel Manager. This process was quick and straightforward, as all the companies we work with have technologically competent teams well prepared for integration.

For the training, I was accompanied by the Sales Manager, who explained all the subtleties of the tool and the best ways to optimize it. For the integration process, an Account Manager supervised the configuration and mapping of rates, segmentation and room categories.

Overall, the process was fairly straightforward, thanks to the hard work of everyone involved. Unlike other companies, their commitment didn’t stop at the beginning of the collaboration. Almost a year after I started using Revbell, I still benefit from daily follow-up and feedback from our Account Manager.

How does Revbell fit into your daily routine?

The RMS dashboard is the first thing I consult every morning. It offers a quick view of the most important KPIs, as well as an in-depth analysis of “on the book” reservations, bookings taken and variances from budget or previous years.

After a quick analysis (which would take hours with Excel or BI tools), I review all AI-generated alerts, from rate adjustments to restrictions. It’s so simple that I can accept recommendations with a single click, and the system updates the PMS and Channel Manager in seconds.

Recently, we integrated Lighthouse’s Rate Shopper, which now enables alerts to quickly show the price range of the competition, by room type and for a specific date.

How has the tool helped you? Could you give one or more concrete examples?

Today, I can’t imagine working without the RMS Revbell. It has been a huge step forward in optimizing time and resources. It has also enabled me, for the first time, to become more involved in the day-to-day operations of the hotels, and to manage other areas such as cost control, distribution and marketing more effectively.

From an analytical point of view, and to give a concrete example, we have recorded an overall increase of +27.55% in ARR and +32.57% in cumulative revenues in 2024 compared with 2023. This strengthens our financial position and paves the way for expansion opportunities next year.

Would you recommend Revbell to other companies in the same sector?

I wouldn’t just recommend it, I’d say that the use of such a powerful RMS is essential today to “survive” in this sector. In these times of political and economic uncertainty, it is more important than ever to implement the fundamental principles of Revenue Management: offering the right rate at the right time to the right customer, and thus increasing profitability.

What’s more, new areas of development in Revenue Management, such as cost control and rate optimization in catering services, meeting rooms, cross-selling, parking or any other additional services offered by your establishment, make tools like RMS Revbell indispensable.