Windtower Lodge & Suites – Independent hotel

Challenge

Windtower Lodge & Suites is a 100-room, all-suite property located just outside of Banff in Canmore, Alberta. The property is not affiliated. Thus, it must rely upon its own marketing and sales activity for growth. Moreover, with a scarcity of staff, the property cannot afford to employ anyone in an onsite marketing capacity.

Solution

Outsource total marketing to G7 member, Larry Mogelonsky. Larry became actively involved in all aspects of the property’s communications program including developing/managing collateral material, advertising, public relations, promotions, sales materials, website development, search engine optimization, search engine marketing, e-newsletters, and consumer response programs. Working with the resident manager, Larry and his team interfaced with the CRS to align with yield-managed rates.

Results

ADR and room occupancies grew consistently over the next four years. Additional sales programs aligned with Travel Alberta yielded positive return. Expansion plans into the Korean market were also pursued. Improved management of inventory through an internet gateway has allowed for more aggressive occupancy targets.