Hospitality
Revenue Optimization for a Multi-Property Hotel Chain
Built a dynamic pricing dashboard and competitor benchmark model that identified pricing gaps across peak seasons.
Customer Overview
Our client is a hotel property whose sales team actively generates leads across multiple channels — corporate bookings, event and banquet inquiries, travel agent referrals, and direct outreach. With inquiries coming in from different sources and handled by different team members, the sales function had outgrown the informal way it was being tracked.
The Challenge
Before working with Analytics Station, the hotel's lead generation and sales process had no consistent structure:
- • Leads from different channels (calls, emails, walk-ins, agents, online inquiries) were logged inconsistently, if at all, making it hard to know the true size and quality of the pipeline.
- • There was no clear view of lead status — new, contacted, negotiating, won, lost — so leads were falling through the cracks between team members.
- • Sales performance (conversion rates, revenue by segment, team and channel performance) had to be pieced together manually whenever leadership needed a report, which was slow and error-prone.
- • Management had no reliable way to see which lead sources or sales reps were actually driving revenue, making it difficult to plan outreach or set targets.
Our Solution
Analytics Station designed a two-part system that matched the right tool to the right job: a Google Sheets–based system for the sales team's daily lead management, and Power BI dashboards for management-level sales reporting.
1. Lead Process Mapping
We began by mapping the hotel's actual lead sources and sales workflow — from initial inquiry through to booking confirmation — to understand where leads were getting lost or mismanaged.
2. Lead Generation Management in Google Sheets
We built a structured, easy-to-use lead tracking system in Google Sheets that the sales team could adopt without any new software:
- • A standardized lead intake format capturing source, contact details, inquiry type, and value
- • Clear pipeline stages (new, contacted, quoted, negotiating, won, lost) so every lead had a visible status and owner
- • Automated flags for stale leads that hadn't been followed up on within a set window
- • Formulas and validation to keep the data clean and consistent as multiple team members updated it
3. Sales Reporting in Power BI
On top of the lead data, we built Power BI dashboards giving leadership a real-time, drill-down view of sales performance:
- • Lead volume and conversion rates by source, segment, and sales rep
- • Revenue pipeline by stage, so management could see what was likely to close and when
- • Trend reporting to track performance period over period and spot seasonal patterns
4. Adoption-Friendly Design
Because lead capture stayed in Google Sheets — a tool the sales team already used — adoption required minimal training, while Power BI gave management a significant upgrade in reporting quality without adding complexity to the sales team's daily workflow.
Results
- • A structured, centralized system for lead capture and tracking, replacing inconsistent, channel-by-channel logging.
- • Clear visibility into pipeline status, reducing leads that previously fell through the cracks between team members.
- • Automated Power BI reporting on conversion rates, revenue by source, and rep performance, replacing slow, manual report-building.
- • Leadership able to identify which lead sources and sales activities were actually driving revenue, informing better outreach and budget decisions.
- • Minimal disruption to the sales team's daily process, since lead management stayed in the familiar Google Sheets environment while reporting was elevated in Power BI.