DoubleTree Dallas – Farmers Branch

• 160 Guestrooms
• 3,200 SF Meeting Space
• Restaurant & Lounge
• Near Las Colinas Business District

The Opportunity

In the spring of 2015 the hotel began a deceleration of ADR, GOP and RPI performance growth due to the increasing contribution of local and national volume discounted segments, most of which had multi-year low rated agreements on last room availability and free breakfast as part of the rate.

The Response

To manage the growing problem, the hotel updated 50% of its inventory to premium inventory (lakeside balcony rooms) and enforced the last room availability status to standard rooms only. In addition, the strategy for corporate volume/base business shifted from the reliance of high volume/low rate accounts to aggressively soliciting and securing relative low volume/high rate local and national accounts for 2H15 and 2016; the new rates were offered without a premium room option or breakfast.

The Result

The hotel has been able to better leverage its base of business to not only compress retail rates, but more effectively manage length of stay. Through June 2016, the hotel has seen an increase of 19% in RevPAR, which has been driven by ADR gains and a healthy lift in occupancy on shoulder days of the week, and translating into a 35% increase in GOP. The hotel ranked 1 of 7 in RPI with an index of 128.8 and an index change of 14.3 over prior year.