How Town & Country Serviced Apartments increased revenue by 56%

Town & Country Serviced Apartments operate over 50 handpicked homes and apartments throughout Aberdeen City & Shire, providing five-star service for both leisure and business travellers.

Challenges and motivations

  • Diversify their market appeal with a focus on attracting leisure guests
  • Fill the gaps between the mid-term corporate bookings
  • Use booking platforms as a key route to market

Actions

  • Created a bespoke growth plan specifically for Town & Country to best onboard the portfolio of over 50 properties across 15 locations.
  • Identified the nine properties with the lowest occupancy and could have the most immediate impact on increasing revenue.
  • Selected the most relevant platforms to enter the leisure market; eg: established OTAs like Booking.com and gated platforms such as Homes & Villas by Marriott International.
  • Used dynamic pricing for optimal average daily rates and occupancy.

As a successful test case, we could then help grow their confidence in the platforms when professionally managed and roll out the rest of the plan to the rest of the properties.