6 CALIFORNIA LODGING NEWS www.calodging.com PARKING IS A GREAT AMENITY for hospitality to offer guests—and in urban locations it’s almost a necessity. The challenge facing property owners and managers is how to operate their parking resources to maximize revenue, minimize problems, and control expenses. It can be a difficult undertaking for many properties who otherwise deliver a superb and cost-effective guest experience. In many cases, the solution may lie in engaging a professional parking operator to assume management of the parking side of the house. These operators bring operational experience from working with hundreds of hotels, experience that they can tap to elevate service levels and maximize revenues for their clients over what could be expected from in-house operations far less experience or resources. That experience can also enable a professional operator to develop a plan that meets the unique needs of a given property, focusing on the results that are most important. With more comprehensive operational controls and procedures that professionals bring, it is common for properties to achieve NOI growth over 10% from their parking resources. Hotels with parking operators benefit from enhanced attention to revenue capture, rate adjustment opportunities, and marketing initiatives targeting hotel and neighboring businesses customers. A good professional parking team should be trained to resist complacency and continuously engage traditional and emerging strategies to maximize revenue. Employing automated reconciliation procedures accompanied with reliable integrations with hotel and parking systems can increase revenue capture and support sophisticated operator business intelligence tools. Revenue generation is also maximized through regular rate adjustments and the deployment of continuously evolving online and direct marketing strategies. Private operators can energize hotel operations with a consistent staff that leverage technology to minimize claims and deliver reliable service levels. The same recruiting, staff management, and claims mitigation strategies that contribute to elevated service levels have also proven to generate cost savings. When hotel parking operations transition to professional operators, one of the most significant impacts is a more experienced and reliable DELIVER COST BENEFITS Parking Operators Over In-House Operations
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