Full Service Hotel Case Study

Holiday Inn Missoula Downtown at the Park – Missoula, Montana

From down-and-out to stabilized and profitable, Richfield turns a turbulent structure into an impressive asset.

When Richfield took over the Holiday Inn Missoula Downtown at the Park, the full service hotel was in a precarious position. The Missoula hotel was under bank ownership. They had lost their liquor license, and along with it, a substantial decrease in their group and transient business. In 2006 when Richfield took over management, Richfield was able to completely transform the property from receivership status to a best-in-class performing hotel that exceeded both top-line and bottom-line forecasts for 2009.

Richfield focused on creating new revenue and yield management strategies to add value and increase sales across all market segments and in targeted online channels. The team took a fresh approach to diversify new target segments that had been previously neglected. Incorporating Sceptre’s digital marketing strategies, the hotel achieved a 255% increase in premium internet distribution systems and a 56% increase in general internet bookings. The Missoula Montana hotel was recognized by Holiday Inn and selected as one of the leading Western Region hotels to champion the brand’s global re-launch.

If you are challenged with a turbulent structure, contact us at 303.220.2000 or email info@richfield.com to learn how we can quickly stabilize and add value to transform your hotel.