Case study · § 02 · Resort
96 rooms, Phú Quốc south
Khu nghỉ dưỡng ven biển — nam đảo Phú QuốcA 96-room independent beach resort on the southern coast of Phú Quốc, opened in 2018. Existing SiteMinder Distribution and SiteMinder Analytics account; dry-season performance strong; wet-season TRevPAR under pressure from OTA discount cycles. What they wanted: hold rate through the wet season without losing occupancy.
The starting point
In the wet season (May–October) of 2024, the resort ran at 62% occupancy but with an ADR 41% below the dry-season anchor rate. TRevPAR compressed hard. The dominant tactic — deep OTA discounts — was working for occupancy but training the market to expect the discount every wet season, and eroding the following dry-season anchor rate.
§ 01The intervention
Two SiteminderStore modules were provisioned on the existing SiteMinder workspace: Widget Tour Cross-Sell (post-booking cross-sell of local Phú Quốc experiences) and Module Revenue Copilot VN (revenue-management copilot with Vietnamese seasonal event calendars). Total monthly cost: 6,890,000 ₫. The dry-season anchor rate was held, wet-season discounting on OTAs was reduced by half, and ancillary revenue was pushed hard through the direct-booking confirmation stage.
§ 02What changed
| Metric | Wet season 2024 | Wet season 2025 |
|---|---|---|
| Occupancy | 62% | 59% |
| ADR (indexed) | 100 | 112 |
| Ancillary revenue per room-night | 380,000 ₫ | 640,000 ₫ |
| TRevPAR (indexed) | 100 | 117 |
| OTA commission bill | Baseline | -14% |
| Following dry-season anchor rate | Baseline | +6% |
Occupancy dropped three points; ADR rose twelve; ancillary per room-night rose 68%. TRevPAR was up 17% year-on-year on the wet season, and — crucially — the dry-season anchor rate that followed was 6% higher than the previous year's, because the market had not been trained to expect the wet-season discount.
§ 03Ancillary composition
The strongest cross-sell categories on this property were: island-hopping day tours (32% of ancillary), pearl-farm visits (18%), sunset-cruise dinners (17%), airport transfers upgraded to private car (14%), spa credits (11%), and cooking classes (8%). The Revenue Copilot VN module modelled which cross-sells to offer based on the guest's origin market and length of stay.
"We stopped competing on room price. We started competing on the total experience, and let the direct-booking guest choose the ancillaries at the point of confirmation. The wet season is now our second-best season on TRevPAR."
— General Manager, Phú Quốc south§ 04What to notice
The intervention did not touch channel management, did not change room-rate plans on any OTA, and did not require operational change beyond a two-hour training of the front-desk team on the cross-sell attributes on incoming reservations. The value came from re-composing the offer at the confirmation moment, and from holding rate discipline through the discounting temptation of the wet season.