How Marc & Rose Hospitality scaled guest offerings and revenue with a smarter retailing strategy

Learn how Marc & Rose Hospitality transformed its ancillary sales with Aven Hospitality Retailing, unlocking new revenue from spa passes, cabanas, and more.

Published April 30, 2025 • 5 minute read

Customer: Marc & Rose Hospitality Group

Customer since: 2024

Product: Aven Hospitality Retailing

Marc & Rose Hospitality oversees a portfolio of seven distinct properties, ranging from boutique hotels in California to large-scale resorts in Arizona. Among them, Arizona Grand Resort & Spa stands out with 744 suites, a 7-acre water park, a golf course, a full-service spa, and multiple dining venues. With high guest volumes and a wide range of amenities, the hospitality group needed a robust retailing strategy to meet growing guest demand and capitalize on revenue opportunities across their diverse offerings.

Before implementing Retailing by Aven Hospitality’s SynXis Central Reservation System, Marc & Rose Hospitality relied on a legacy system that made it difficult to effectively manage and scale their ancillary offerings. Particularly, inventory and pricing management lacked flexibility and essential features such as seasonal pricing and usage restrictions that were not easily configurable. 

This created operational challenges and often forced the team to limit or exclude valuable services from the booking process. As a result, frequently requested items like extra wristbands for the water park, spa bundles, or early and late check-in options were handled manually or not offered at all. The inability to manage these offerings not only created friction for guests but also meant missed revenue opportunities and increased pressure on frontline teams.

To stay competitive and meet rising guest expectations, Marc & Rose set out to improve their retailing strategy. A primary objective was to increase the number and variety of upsell options available online. The team wanted to expand beyond standard early check-in and late check-out to include more personalized and property-specific services, such as water park wristbands, golf rounds, and bundled spa experiences. Another key goal was to enable dynamic pricing and scheduling, allowing revenue managers to adjust availability based on demand and seasonality.

Marc & Rose Hospitality selected our Retailing solution due to its seamless integration with Aven Hospitality Booking Engine and its ability to support flexible, multi-property retailing. The solution allowed the team to configure multiple variations of services, such as offering different early check-in or late check-out windows. They were also able to launch pricing schedules by setting up dynamic rates based on season, time of day, or day of week. These capabilities enabled the revenue team to create tailored offerings that aligned with demand patterns and operational availability, while maintaining full control over pricing and restrictions. Integration with the Aven Hospitality Voice Agent solution also ensured that call center teams could access the same inventory and upsell opportunities in real time.

• Dynamic pricing and scheduling: Easily manage tiered early/late check-in options and price adjustments by season or demand
• Product flexibility: Sell everything from additional waterpark wristbands and golf passes to poolside cabanas
• Better control: Revenue teams can configure new offers with confidence, knowing the solution supports the right rules, limits, and pricing structures

Aven’s Retail Growth Team worked closely with Marc & Rose to identify new ways to optimize their retail offerings across the portfolio. One standout recommendation was the “Par & Pamper Pass”, a flexible offering that could be redeemed for spa and/or golf offerings.

The Marc & Rose team also began using Retailing to manage poolside cabana rentals, another high-demand amenity. While Marc & Rose’s team preferred to build out their own offer configurations to match their brand guidelines and gain functional experience, Aven provided example setups and was readily available for troubleshooting and feedback. This hands-on collaboration accelerated the learning curve and helped the team realize value from the solution quickly.

“The revenue team is much more comfortable trying new add-ons because there are more tools to configure them…we are booking more revenue simply from having those additional options available.” 
– Vice President of Marketing & Brand Management 
Marc & Rose Hospitality Group

Since going live with Retailing by SynXis CRS, Marc & Rose Hospitality now presents nearly 40 unique offers across its properties. The revenue team is now more confident in building and launching new offerings, knowing they have the right controls in place to manage inventory and pricing effectively. This has led to a more agile, experimentation-friendly culture, where upsell ideas are tested more frequently and refined based on performance. Simply by making more options available during the booking process, the resort has been able to unlock new revenue from previously underutilized services.

• More offerings are live than ever before 
• The revenue team feels empowered to test and innovate 
• Bookings for add-ons and personalized experiences have visibly increased by 84%
• Average order value for experiences (Q1 2025): USD$174
• Average order value for services (Q1 2025): USD$145
• Projected to reach over $500K in ancillary revenue for 2025

Achieving impactful results within a short period, Marc & Rose is planning to expand its use Retailing across other properties in the portfolio. Each hotel offers different types of guest experiences and services, and Retailing provides the flexibility needed to tailor offerings by brand, location, and season.

By enabling more dynamic and personalized retail strategies, the solution is helping Marc & Rose continue delivering exceptional guest experiences—while driving incremental revenue in the process.

1. Additional waterpark wristband (Experiences)
2. Bottle of bubbles (Goods)
3. Pet policy (Policy)
4. Late check-out (Policy)
5. Nordic spa experience (Services)
6. Par & Pamper pass (Experiences)

Book a demo today and learn how you can unlock new revenue streams while personalizing the guest journey.