Case Study: Thwaites achieves up to 25% guest-room revenue uplift with IDeaS Smart Space

Thwaites Aligns Rooms and Meetings & Events Strategy to Grow Revenue Across the Hotel

Thwaites, a group of six boutique hotels, inns and brewpubs in northwest England, faced a challenge aligning function‑space (meetings and events) revenue with guest‑room strategies. The revenue team relied on manual spreadsheets that were time‑consuming and offered little actionable insight, and leadership had set a goal to drive positive rate growth for conference group and room business. Thwaites selected Smart Space by IDeaS to provide the revenue management capabilities they were missing.

IDeaS implemented Smart Space, giving Thwaites clear dashboards and demand data to evaluate pricing, inventory and booking selection for events and rooms together. The solution reduced manual upkeep, encouraged a single portfolio revenue strategy, and unlocked new pricing opportunities—delivering up to a 25% uplift on guest rooms in some cases, more effective use of space, and faster, shared insights across teams.

Thwaites

Katharine Hurved

Group Revenue Manager