SUCCESS STORY
Real GOPPAR and GOP margin benchmarking against a luxury comp set, plus a portfolio-wide profit rhythm connecting pricing decisions to profit outcomes, across Outrigger's 31-property portfolio.
MEET THE CUSTOMER
Senior Vice President, Commercial Strategy, Outrigger Resorts and Hotels
Jenna has more than 25 years' experience across total revenue management, reservation sales, property repositioning and commercial performance. Since joining Outrigger in 2017, she has helped shape the company's global approach to revenue strategy, business intelligence, CRM, digital technology and commercial decision-making.
Outrigger Resorts and Hotels operates 31 properties across Hawai'i, Fiji, Thailand, Mauritius and the Maldives — 5,613 rooms globally, supported by 26 sales and marketing offices.
Founded in 1947 and headquartered in Honolulu, it competes in some of the world's most sought-after beach resort markets, against global branded chains with loyalty programmes and marketing budgets an independent operator can't match at the same scale.
Competing against global brands means Outrigger has to win on positioning, reputation and a deliberately curated technology stack rather than scale.
Its concentration in Hawai'i also creates real exposure to demand shocks — COVID, the 2023 Maui wildfires, and seasonal storms have repeatedly forced rapid repricing.
Outrigger's commercial team already tracks where it stands against the market: occupancy, rate, RevPAR share. It optimises revenue strategy and performance with the usage of Duetto tools. It runs that strategy through Duetto's GameChanger for real-time pricing and ScoreBoard for forecasting and reporting.
What these can't answer on their own is whether a strong market position is actually a profitable one, once operating costs and departmental margins are accounted for.
That's the question Jenna Villalobos set out to close, and it's why profitability benchmarking (HotStats) sits alongside pricing strategy (Duetto) in Outrigger's commercial rhythm rather than after it.
In practice, that means HotStats runs underneath every major commercial decision the team makes:
Jenna calls the combined discipline of both tools a "Total Profit Engine": an operating model in which pricing, market position, and profitability can be reviewed as part of the same commercial rhythm.
Outrigger Fiji Beach Resort competes directly with five global luxury chains. Occupancy and rate data can show where the property sits against them — it can't show whether that position converts to profit. HotStats benchmarking closes that gap, measuring total revenue capture, operating efficiency and profitability against the same luxury comp set.
The numbers hold up. Non-room revenue per occupied room sits at FJD $404 — 19% above the global luxury comp set — while operating cost per occupied room runs $52–$72 lower, a 14% efficiency gap.
Taken together, the property is ahead of its comp set on Total Revenue, GOPPAR and GOP margin. That's the evidence Outrigger's team is now using in an active management agreement renegotiation with its ownership group, not a marketing claim, a benchmarked one.
It's not about what you have. It's how and who you use it with. Connecting Duetto and HotStats — that's profit and performance optimisation. And then it all comes down to your culture."
— Jenna Villalobos, Outrigger Resorts and Hotels
DEEPER HOTSTATS ADOPTION
HotStats is currently used by Outrigger's executive leadership and development teams. The next step is embedding it into the revenue team's monthly operating rhythm as a recurring report card — moving profitability benchmarking from an executive tool to a working one.
COMMERCIAL LEADERSHIP
With the technology foundation in place, Outrigger's next focus is developing commercial professionals who can bring benchmarked profitability data — not just pricing data — into strategic conversations with boards and ownership groups.
Pricing and occupancy position don't prove profitability — Outrigger uses HotStats comp sets to benchmark GOPPAR, GOP margin and total revenue capture against global brand competitors on a like-for-like USALI basis.
Connecting Duetto and HotStats gives Outrigger a clearer view of what was decided, why, and how that decision contributed to revenue and profit performance.
The Fiji Beach Resort case shows what that proof looks like in practice: ahead of a five-brand luxury comp set on total revenue, GOPPAR and GOP margin, with the operating-cost efficiency to back it up.
For an independent operator competing against global brands, profitability benchmarking — not just pricing strategy — is what makes the case that scale isn't the only way to win.
