Case Study

Ruby Hotels

Lean Luxury - radical changes in the way of running a hotel

Ruby Hotels, which invite guests to ‘Relax, Work & Party,’ depend on an extremely efficient online distribution system. “Hetras is definitely the right system and partner for us,” explains Founder and Managing Director, Michael Struck. “Its cloud based architecture works well with our lean structures, and Hetras’ intuitive, tablet-based user interface means that we can now also staff our reception desks with non-technical personnel. We developed a lot of our automated processes ourselves in collaboration with Hetras. And, without Hetras’ open system interfaces, we would also not have been able to realize our own automatic check-in system as efficiently as we did.”

Struck knows: “Most of our guests want the formalities in a hotel to be dealt with quickly and efficiently, just as with airlines. All of our guests, if they wish, can pick up their room key from an application in a matter of seconds. Our guests also don’t need to check out anymore, because we simply enter the check-out data when they check in.”

Michael Struck, Founder and Managing Director Ruby Hotel.
Challenges faced
  • Helping hotel management develop and implement a concept
  •  Implementing technology and designing a number of special and particularly guest-friendly systems
  • Coordinating a project that involved, and was completed in collaboration with, over 10 technical partners
  • Delivering scalability and designing all concepts and projects in such a way that there is sufficient technology and operational support for several roll-outs per year
Hetras Solutions
  • Automated payment system
  • Plug & play apps (Häfele, Signopad, Securepoint, Channel Manager, GDS, Filosof, IDeaS, MyHotelShop)
  • Integrated CRM system with Dailypoint, which is now also being used to send all correspondence
  • Electronic registration form
Benefits
  • Automated Guest Journeys – guests can do everything themselves, from reserving a room to checking out, and benefit from a faster, more personalized approach
  • A paperless hotel – all documents are safely stored in the cloud and can be retrieved from anywhere
  • Operational synergy – employees can provide different services at the same time (bar, front office, etc.)
  • Highly automated sales system combined with professional email management – the best price is computed on the basis of technical factors, while communications with guest are performed through a special email service provider
Summary

Lean Luxury refers to a concept pursued by a hotel right in Vienna's city center. Opened in 2014, Ruby Sofie is located inside the imposing, historic Vienna “Sofiensäle” music hall. It has stylish, well-equipped rooms and innovative technology, “all of which is available to our guests at a surprisingly affordable price,” explains the founder and managing director of Ruby Hotels & Resorts GmbH, Michael Struck. “What this really means is that we are offering guests five-star accommodation in a central location – but at a budget price.”

Michael Struck has been thinking outside the box. He developed and realized a new concept and, he says, “radically changed a number of standard operations in the hotel.” These changes are enabled by Hetras Hotel Management Software and driven by a cloud-based architecture. “To us, the ability to automate processes has been vital to our success. And that applies just as much to our back office operations as to our reservation and front office processes, like online check-in and check-out.”

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