Highlights from rezStream Fireside Chat with ForFriends Inn & Village
The hospitality industry thrives on establishing close connections with guests, as it enables us to provide them with superior service. This philosophy extends to the valuable partnerships we cultivate with our clients. Through Fireside Chats, we facilitate a direct line of communication between the dedicated team at rezStream and the proprietors and operators of the independent lodging establishments that rely on our property management system and digital marketing solutions.
In the month of October, we had the privilege of engaging in a Fireside Chat, hosting a revealing hospitality owner interview with ForFriends Inn & Village owner David Pollock. This enlightening session spanned an hour, during which Mr. Pollock generously shared his insights into working with rezStream and leveraging our solutions to propel his business forward. Here are the highlights:
Aireal image of ForFriends Inn - forfriendsinn.com
Background: A Day-in-the-Life.
Let us start by introducing ForFriends Inn & Village and David Pollock, providing a glimpse into their daily life and background.
A Little Bit About David Pollock:
David has 25 years of experience in corporate and product design in sporting goods and eventually became an executive at Wilson and Easton.
His transition to the innkeeping world was driven by his passion for wine and bed & breakfasts, finding it more nurturing and rewarding.
In addition to his role as owner, David wears multiple hats. He described the guest-facing portion of his duties as “all about shaking hands and kissing babies,” while also being the maintenance and construction guy, involved in both “swinging the hammer and pushing the paper.”
David also takes on the role of technology manager, contributing to the property's technical needs and operations.
About ForFriends Inn & Village
ForFriends Inn Sign - forfriendsinn.comForFriends Inn & Village features 14 rooms, with rates ranging from $315 to $595 per night.
It's located in San Ynez, known as the "gateway to Santa Barbara wine country."
Their target audience includes wine enthusiasts who value a warm and nurturing environment.
They prioritize hiring warm and empathic staff who treat guests like family.
Weekends are the busiest time at ForFriends Inn & Village, with a house band that takes their rehearsal schedule seriously. David himself plays in the band.
They actively host corporate offsite meetings for business guests, which are particularly impactful for their profit and loss statement.
The inn's strategic location, on the edge of the greater LA metro area, makes it an excellent venue for hosting teams of 5-15 during corporate meetings.
Given the limited time available for our discussion, we'll touch on a selection of the key business challenges that David contemplates to optimize the performance of his property.
Staffing. Finding the right employees in a small area.
Late-Night Communication. Dealing with guest questions after hours when the front desk isn't staffed.
Occupancy Trends. Uncertainty around occupancy trends but have since learned to benefit from forecasting.
Reaching guests. Finding the right tools for guest communication and rate transparency.
Gift Certificates. Wasn’t able to sell gift certificates online from the previous reservation software, had to use a 3rd party before.
Cancellations. Enforcing the last-minute nonrefundable cancellation policy. However, he acknowledges its necessity, given the potential revenue risk (10% of annual revenue!)
Solutions: What are you getting from rezStream?
When detailing the journey to find a property management system that met their needs, David, his wife, and his staff at ForFriends Inn & Village experienced an array of valuable insights and partnerships that solidified their trust in rezStream. While exploring the options, David was keen to highlight key aspects of the partnership that set rezStream apart.
Jess Hinton's (sales) presentation on rezStream's features garnered acclaim, addressing their specific questions and issues in a personalized manner, in stark contrast to competitors who often stuck to a rigid script.
Additionally, the contributions of Jen (customer success) and Kyle (technical support), with Kyle earning accolades as a 'rock star,' added significant value to their experience.
These interpersonal elements, along with rezStream's technological solutions, reinforced the bond that keeps ForFriends Inn & Village with rezStream.
What else are David and ForFriends Inn getting from their partnership with rezStream?
📈 They experienced a significant increase in bookings after implementing rezStream. In the first month, after rezStream was in place (July), they saw bookings rise from around 100 to 140 bookings in one month.
🌐 They appreciate the ease of use and the intuitive process provided by rezStream Cloud.
👌 The reservation software offers features that cater perfectly to a property their size.
🚀 David takes comfort in knowing that rezStream will provide the tools they need for scalability in the next 5 years.
💲 Rate transparency on the booking engine is considered a "home run" feature. It eliminates the need for promo codes and offers clear outlines for various rate plans.
📊 This rate transparency has significantly boosted direct bookings to 75% from the previous 40% with a different PMS vendor.
🚫 They have managed to keep OTA bookings to less than 5%.
🎁 ForFriends has leveraged rezStream’s native Gift Certificate module and reduced the cost of 3rd party tools.
🗓️ They make use of the booking engine to offer various programs, allowing them to select dates, rooms, and pricing with different packages.
🤝 rezStream’s integration with Akia was a crucial factor in their choice of rezStream Cloud, and it had a substantial impact on improving guest communication and reducing the number of phone calls taken.
⚾ David described Akia integration as a game-changer and immediately brought them “into the big leagues.”
📱 Guest Experience texting program includes sending the gate code, periodic check-up texts to remind guests of their presence, event information midday (such as live music and wine pourings), and a text at 2 PM on the day of check-out to inquire about the stay. A good rating in response provides a link to preferred rating sites.
Tips David shared to keep the competitive edge.
While it's clear that David didn't disclose every detail of his booking strategy, he did generously impart these valuable insights:
Word of mouth and repeat guests are their top forms of marketing.
They offer return guest discounts and VIP treatment.
Despite using OTAs like Expedia and Booking.com sparingly, they consider them necessary.
They utilize email campaigns, including deals and lifestyle promotions.
They are now participating in "intent marketing" to target potential guests actively searching for similar experiences.
They acknowledge the importance of staying engaged with various marketing channels.
Image southern California vineyard - forfriendsinn.com
Join the Conversation
The Fireside Chat with David Pollock offers a unique glimpse into the world of independent hoteliers and their journey with rezStream. It's a story of resilience, innovation, and the pursuit of excellence in the hospitality industry. David's experience highlights that it's not just about lodging solutions; it's about the enduring relationships that drive success.
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