Case Study | Bahama Bay Resort & Spa

Bahama Bay Resort & Spa

Orlando, Florida

Summary...

HPG's innovative search marketing and revenue management transitions property from lack of identity and poor visibility to significant market share.

About Bahama Bay Resort & Spa...

The Bahama Bay Resort & Spa is a 500+ room villa resort situated on 70 acres in Davenport, Florida. All guest rooms consist of two and three bedroom condominium style guest rooms. The resort benefits from its location in the “Four Points” area near Walt Disney World in Orlando, FL. It has easy accessibility from State Route 27, Interstate 4, State Route 429 and the well known State Route 192. It is located 7 miles from the Disney “Maingate” area. The property is designed to accommodate the family vacationer and has numerous amenities to support the family vacation market.

The Challenge...

Integra Resort Management assumed overall management of the Bahama Bay Resort & Spa property in 2004.  At that time the property suffered from poor revenue performance, lack of identity and poor visibility in the primary booking channels.  Pricing was skewed and inconsistent across channels.

HPG Solution...

Management embarked on repositioning itself from an unhealthy dependence on international tour operators to targeting the domestic, consumer with a direct appeal. This repositioning enabled the property to begin to produce higher revenue streams as the transitioning took place.

As part of the strategy, Bahama Bay Resort & Spa increased its presence on the web with a redesigned website, search optimization, and paid advertising. Through HPG group members, ChannelRUSH and SynXis, the revenue management team was able to ensure rate parity across numerous channels and properly yield available room nights to maximize ADR and RevPAR.

Real Results...

The results of the efforts were evidenced by producing year over year double digit occupancy growth in each quarter of 2007 and year over year growth of over 25% in occupied rooms and an increase of over $1,000,000 in unit owner revenue!  This growth was achieved during a time when inventory in Orlando was far outpacing demand.

The property outpaced the market for the first half of the year in 2008 for the first time and finished well ahead of the market for 2008.  At the close of the first quarter 2009, the Orlando market was experiencing strong decline in occupancy, ADR and revenue. Bahama Bay Resort & Spa continued to outperform the market with double digit increases above the market in February and March and are pacing well ahead of the market for the second quarter of 2009.