Stay Original signs deal with new PMS provider Avon Data to support growth plans

Fast growing boutique hotel and pub brand Stay Original has chosen Avon Data as its new property management system (PMS) provider to help support its future growth.


The decision to go with Avon Data’s Hotel Executive system came as Stay Original took over a fourth property, The King’s Arms in Dorchester, Dorset, which will reopen next year following an extensive refurbishment.


With its 35 bedrooms, the acquisition of historic coaching inn The Kings Arms highlighted the need for a PMS suited to a bigger hotel business, that would assist with rate management, channel management, guest engagement and offer a level of functionality that could support further expansion.


Camille Greacen, head of IT at Stay Original, who chose Avon Data’s Hotel Executive, said: “We were in the process of acquiring the Kings Arms and needed a more sophisticated software solution for the larger room component.


“We have all these lovely rooms but we felt we could improve our revenue streams if we were able to review and vary our rates more efficiently.


“Our previous system was good but the rate management side was very time consuming because any changes or special offers or promotions had to be input manually for every room type.


“We wanted the same level of client support as our old system but with the functionality that allowed us to manage our rates more easily.


“The dynamic pricing model and the derived rates on Hotel Executive are powerful features which enable us to make one change that ripples across the whole system.


“It now takes seconds to do things rather than an hour and I have remote access to manage each of the hotels at the click of a button through HE Remote.”


Sarah Cade, managing director at Avon Data, said: “We’re thrilled to be working with an exciting young company like Stay Original.


“We worked very hard to ensure the switch over to our system went really smoothly for them and now look forward to supporting their continued growth and success in this competitive industry.”


Founded in 2011, Stay Original runs The Swan in Wedmore, and The White Hart in Somerton, both in Somerset, and Timbrell’s Yard in Bradford-on-Avon, Wiltshire. Having completed the purchase of The King’s Arms in Dorchester, Dorset, the company now has a fifth acquisition close to completion.


The company, set up by Rob Greacen, James Brooke-Webb and Pat Gill, was previously known as The Draco Pub Company but rebranded last summer to Stay Original.


The new name reflects the company’s mission to take on beautiful historic coaching inns and restore them to their former glory, with each building maintaining its unique identity.


Camille said: “We look to buy beautiful old buildings, that are essentially run down and neglected but are in happening places and we put a bit of love and care into them and bring in a team of great people to run them really well.


“Every time has been a success and we have been welcomed by the local communities.”