In Brief: The Shepley Hotel in Miami Beach reported a 27% increase in direct bookings after implementing the roommaster property management system, highlighting the operational impact of targeted technology adoption on hotel distribution strategies.
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Miami Beach’s Shepley Hotel Boosts Direct Bookings 27% With roommaster – Image Credit roommaster
A 29-room Art Deco boutique on Collins Avenue turned a booking engine upgrade into more commission-free direct bookings, and three-hour tasks into 45-minute ones.
roommaster, the hotel software company built by hoteliers, for hoteliers, today shared how The Shepley Hotel in Miami Beach increased direct bookings by 27% after upgrading to the Premium tier of the roommaster Booking Engine. The 29-room independent boutique hotel, managed by Alquimia Hospitality Group, runs its front desk, housekeeping, group reservations, and payments on roommaster, giving a small team more time for the personal service its guests expect.
Watch the video: Gabriela Diaz, Manager at The Shepley Hotel, on how her team uses roommaster to save time and grow direct bookings.
How One Platform Keeps a 24-Hour South Beach Boutique Focused on Guests
Set on Collins Avenue in Miami Beach’s Art Deco District, The Shepley Hotel dates to the late 1930s and was extensively remodeled in 2014. Its appeal is intimate, one-to-one hospitality, and that depends on a team that spends less time navigating systems and more time with guests. As a 24-hour property, the hotel relies on roommaster around the clock, completing core workflows in one central platform rather than jumping between multiple screens.
How One Upgrade Added 27% More Direct Bookings
After moving to the roommaster Booking Engine, The Shepley Hotel recorded a 27% increase in direct bookings. Every reservation made on the hotel’s own website strengthens the guest relationship and reduces reliance on third-party channels and their commissions. The team also uses the booking engine to publish last-minute rates, respond to shifts in local demand, create offers for nearby travelers, and highlight partnerships with charitable organizations.
“We’ve seen a 27% increase in direct bookings due to this new upgrade,” said Gabriela “Gabi” Diaz, Manager at The Shepley Hotel.
The same direct-first approach extends to groups. When small parties reach out, including cruise passengers arriving before or after a sailing, the team creates a dedicated booking code, tailors the offer to the group’s dates and needs, and provides a competitive direct rate instead of sending that business to an online travel agency.
Custom Report Cuts Housekeeping and Staff Scheduling From Three Hours to 45 Minutes
Housekeeping coordination once meant rebuilding room lists by hand. The hotel now uses a custom roommaster report showing the day’s check-ins, stayovers, and checkouts, so managers can distribute assignments across the housekeeping team quickly and plan the weekly staffing schedule from the same data.
“I’d say maybe a task would take us normally three hours. Now it takes us maybe 30 to 45 minutes,” said Diaz.
An Easy-to-Learn PMS and a Support Team That Feels Like a Partner
Diaz joined the hotel in 2021 with no previous hotel experience, and as an easy to use hotel PMS, roommaster helped her learn property operations without a long technology ramp-up. Today, the team also works with a dedicated account manager and a responsive support team that understands both the platform and the pace of a 24-hour hotel.
“roommaster feels like a partner, a support, instead of a merchant or a provider we pay,” said Diaz.
The Shepley Hotel’s results show what a unified hospitality platform should do for independent hotels: lighten daily work, open more paths to direct revenue, and give teams more time for guests. It is the everyday meaning of Hospitality, Simplified.
Watch The Shepley Hotel’s customer story video, read the full customer story, or request a demo at https://www.roommaster.com/book-a-demo.
About roommaster
roommaster is a hospitality software company built by hoteliers, for hoteliers. With 30+ years in the industry and a team carrying 125+ years of combined hands-on hotel management experience, roommaster powers thousands of hotels worldwide with a unified suite of products, including its Hotel PMS, Booking Engine, Channel Manager, Payments, Hotel Website Builder, Hotel Guest App, Revenue Management, and AI Concierge. Backed by 24/7 hospitality-trained support and a 97% client retention rate, roommaster delivers on its promise: technology that serves hospitality, not the other way around.
Learn more at https://www.roommaster.com.