Lights On Digital, a Honolulu-based digital marketing and revenue management agency, announces that it has exceeded goals in both ADR (average daily rate) levels and year-over-hear RevPAR (revenue per available room) growth for the Marina Tower Waikiki, an award-winning property in Waikiki. Lights On was also instrumental in quadrupling the conversion rate for visitors to the website, turning looking into booking.
“Will Song, co-founder of Lights On Digital, pays close attention to the pricing terrain and reacts to it instantly. He is one of the best revenue managers I’ve ever come across," said Mike Dailey, president, Honolulu Hotel Operating Corp., which includes Equus Hotel and Marina Tower Waikiki
RevPAR increased by more than 17 percent year over year for The Marina Tower Waikiki. Lights On started working with the property in August 2014, identifying and addressing issues including a dated website and maximizing revenue management and guest benefits, as only a quarter of the approximately 200 rooms in the 42-floor property were managed as hotel units.
“Planning up to 18 months out, Lights On Digital met weekly with key staff to address inventory and rate challenges,” said Patrick Ahler, vice president of marketing, Lights On Digital. “The team brainstormed new initiatives and reviewed short- and long-term strategies addressing pricing and inventory management across distribution channels. This helped to evaluate and optimize RevPAR levels while coordinating marketing tactics.”
Lights On Digital offers three primary services: Digital marketing; Revenue optimization; and OTA channel management. A full Marina Tower Waikiki case study can be found at lightsondigital.com.
Lights On Digital is a Honolulu-based digital marketing and revenue management agency founded in 2014 to enhance the hospitality industry. Transparent, data driven and client focused, Lights On Digital empowers independent hotels, resorts and micro chains to improve their operations using advanced data technologies. For more, visit lightsondigital.com
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