Park Royal Hotel Melbourne Airport management case study

Park Royal Melbourne Airport

The Brief

PARKROYAL Hotels & Resorts is part of Pan Pacific Hotels Group, is headquartered in Singapore and has a portfolio of 10 hotels and serviced suites in Asia Pacific.

The 276 bedroom PARKROYAL Melbourne Airport opened on 1 April 2011. Rebranded from Hilton Melbourne Airport, it is located on the doorstep of Tullamarine Airport with links directly to the terminal by sky-bridge.

The hotel's newly appointed Director of Sales asked Inn-telligence Australia to assist with client communications to ensure a seamless handover period of one week.

The Tele-marketing and Sales Approach

This entailed working with the inherited database of current clients including corporate accommodation bookers and event organisers. The goal was to ensure that all current clients heard the news first from the horse’s mouth rather than from a third party.

Tele-marketing – was carried out on the whole database to re-qualify and update the details of current and potential buyers.

Telesales – was carried out to notify the client database of the positive changes and to reassure them that it was “business as usual”. Face to face meetings were arranged for the DOS to meet the key account decision makers and clients with an immediate requirement.

The Results

  • 175 records updated on the existing database
  • 175 clients contacted and updated with the news of the acquisition and brand change
  • 8 appointments made
  • The new Business Development Managers were given qualified data to work from in their first week