Surpassed Booking Goals

After a new, 1.7 million square-foot convention center was built in a major midwestern city, the city asked HMS  to manage the accompanying 532-room full-service hotel. We sent 58 of our 62 Hilton Sales Directors to the destination. While it was a significant investment, it paid off by returning 470 leads totaling 271,025 room nights in the first year.

The County Facility Authority set a pre-sales goal of 90,000 room nights to be booked at opening. Our pre-opening team actually secured 103% of the booking goal, at an average daily room rate above the targeted room rate. The success in creating new business to the city was also evidenced by 14 new citywide events that would not have considered the town without the existence of our hotel presence.

We also developed an “experience the city” video for the welcome center, brochures, guidebooks, lunch presentations to sales directors, newsletters, and pre-opening dinners.

• Average room rates 14.4% to 17.4% above the proforma level
• RevPar results 13% above projection
• Total revenue exceeded expectations by 6.8%
• GOP 18% above projection
• Net Operating Profit surpassed goal by 27%
• Recipient of U.S. Green Building Council – Leadership in Energy & Environmental Design (LEED) Gold for New Construction