Hotel Wailea: Experts in Luxury Operations
Hotel Wailea was considered a “budget property in Wailea” until Private Label Collection took over management in July 2012. Until that time, the hotel ran an ADR between $150-$180, brand recognition was very low, and its online presence failed to attract the target luxury market.
To compliment a $25M property renovation, Hotel Wailea underwent a complete rebrand: including new in-suite collateral, marketing and sales materials, photography, website, and advertising. Core messaging was redefined to highlight Hotel Wailea as: the first and only Relais & Châteaux property in Hawaii; a romantic couples escape (which evolved into the current adults-only policy); and the creators of unique, authentic experiences “off the beaten beach”.
MARKETING & REVENUE MANAGEMENT
In the first month of management, the team set up partnerships with key online travel agencies and distribution networks, launched an SEO and mobile-friendly website, streamlined guest communications, created an effective online advertising strategy and employed and trained a luxury reservations team. As a result, revenue quadrupled within a month and continues to substantially break YoY records to date. A dynamic revenue management strategy has increased ADR YoY to a current ADR of $650. Hotel Wailea’s pricing is now positioned strategically at the top of the beachfront resorts, above the newly-opened Andaz and at par with the Four Seasons.
To elevate the guest experience, the team implemented a number of high-touch services such as: The Cabanas poolside lounge & restaurant, fine dining room service, VIP concierge, vintage beach safari with Porsche roadster, electric bicycles, and complimentary amenities including: Tesla limo service throughout Wailea, exclusive beach concierge, valet and self parking, daily yoga and fitness classes, Vivreau water service, and turn down and welcome amenities.
Under Private Label’s management, Hotel Wailea validated its luxury brand by partnering with Relais & Châteaux in January of 2015. Other validation came in the form of a highly effective PR strategy that targeted top influencers like Vogue, Condé Nast Traveler, Travel + Leisure, Fortune, and the New York Times.
The team cultivated brand reputation in key areas—achieving an increase from 3 to 5 stars on Expedia, and raised TripAdvisor ranking to the #1 Hotel in Hawaii of 243 hotels and resorts. Hotel Wailea has also been awarded for two consecutive years, #1 & #2 Best Resort in Hawaii in the coveted Condé Nast Traveler Reader’s Choice Awards in 2017, 2018 and 2019 and placed in the Top 100 Hotels in the World by Travel+Leisure World’s Best Awards in 2018 and 2019.