Success stories / 3 min read

How St Michael’s Resort is simplifying hotel reservations

Keen to simplify your booking process and drive revenue for your hotel? Profitroom partnered with St Michael’s - a luxury resort located in Cornwall - to help streamline their online hotel reservations process, resulting in an overall online direct sales increase of more than 50%. Here’s how St Michael’s Resort continues to benefit from Profitroom’s technology:


St Michael’s Resort is situated on the stunning Cornish coast, surrounded by endless white sands and with a breath-taking ocean view.

The resort, which offers a private health club complete with luxurious spa, gym and swimming pool, is an idyllic place to visit for ultimate relaxation. The spa has been given the prestigious title of being the best in the South West, featuring 10 tranquil treatment rooms and a large hydrotherapy pool.

St Michael’s Resort has 96 opulent rooms where guests can spend quality time away, as well as a collection of 1-4 bedroom privately owned apartments.

Guests can enjoy a stunning menu in the Two Silver Star AA Rosette restaurant, Brasserie on the Bay, which overlooks the subtropical gardens and out onto the shimmering sea. Alternatively, they can dine in the kitchen garden, which has a Mediterranean influence - offering a holiday-abroad style atmosphere.

So, how does a resort-like St Michael’s manage its online hotel reservations system?

The Challenge

The challenge with the online customer journey is that it can make or break a booking; if it’s overcomplicated, impersonal and too long, the likelihood of the customer completing their checkout will be significantly reduced.

This can impact the brand’s credibility, as well as reduce bookings and revenue.

Although St Michael’s Resort is a stunning location with plenty to offer, it wasn’t maximizing its full online potential and was therefore missing out on a significant number of bookings.

The company began searching for a new, innovative brand to replace their existing booking engine, which had limitations and wasn’t delivering results.

The Solution

St Michael’s Resort launched its partnership with Profitroom in 2020, and it’s been uphill ever since.

Tim Fryer, commercial director of St Michael’s Resort, said, “The ideal online customer journey should be simple, engaging, intuitive and inclusive. Everything that Profitroom offers.”

Profitroom’s solutions work to save you both time and money; the technology effortlessly streamlines the online booking system, reducing staffing rates and increasing the room occupancy

The resort swiftly cut loose from its previous system and implemented the Profitroom Booking Engine 360 following recommendations from other hotels, who’d been impressed with the technology’s functionality and adaptability.

The Results

Prior to onboarding Profitroom in September 2020, St Michael’s Resort offered no packages online. Now, 42% of their total online bookings are packages.

St Michael’s Resort utilizes the booking engine’s package options, creating as many as 10 at any one time.

The dynamic package options support the hotel in increasing its room occupancy and revenue as it allows the resort to market its products online, with clear calls to action that ensure the customer can book easily and quickly.

One of the key features hotels look for in a booking engine is having one main operating system that integrates seamlessly with other systems. The back-end of Profitroom is streamlined and straightforward, allowing for smooth integrations of other systems.

Tim said: “The integration process was seamless; Profitroom provided strong support and training - and subsequently, we rolled it out easily.

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