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Most travel demand happens outside business hours, yet few hotel operations are equipped to capture it efficiently.
In this article, we break down how luxury hotel group The Address Collective turned this operational gap into a revenue stream, using automation and AI to capture every opportunity without exception.
About The Address Collective: Innovation in Luxury Hospitality
The Address Collective is a growing hotel group with properties in the Irish cities of Dublin, Cork, and Sligo, as well as Glasgow in Scotland. Their positioning is clear: four-star hotels where contemporary design coexists with traditional Irish and Scottish craftsmanship.
Their signature restaurant concept, NORTH Eatery, in multiple properties, reflects this philosophy: a focus on sustainability, local ingredients, and a gastronomic narrative rooted in place.
For a group with this level of care in the physical experience, the digital journey had to match the same standard. The promise of excellence, expressed through interior design and thoughtfully crafted dishes, must also come through in the first message exchanged with a traveller, whether at 10am or midnight.
The Challenge: Limited Coverage vs. Always-On Travellers
The core tension in modern hospitality is the gap between the reservation team’s hours (typically 9am to 6pm) and the behaviour of the digital traveller, who researches, compares, and decides at any hour, across multiple channels, including social media and direct websites.
Asksuite data shows that calls outside business hours account for 48% of booking requests in hospitality, as travellers across different time zones and business professionals plan trips in the evenings. For The Address Collective specifically, over 50% of all contacts were received during offhours.
When a traveller sends a message on Instagram at 11pm asking about availability for a special occasion and receives no reply, the decision does not remain on hold: they move to the next channel, often an OTA such as Booking.com. The cost of that loss is twofold: direct revenue is forfeited and a commission is paid that could have been avoided.
Managing this flow manually is not viable. The website, Instagram, and Facebook carry different message volumes, attract audiences with distinct intents, and all require immediate responses. Without automation, the reservation team is always catching up with conversations that have already cost a booking.
The Solution: Omnichannel AI for an Uninterrupted Traveller Journey
The partnership with Asksuite was built around a precise strategic goal: maximise direct bookings and deliver instant service at scale. The strategy centred on turning every touchpoint with the traveller into a conversion opportunity, through a frictionless omnichannel communication approach.
24/7 Omnichannel Presence
Asksuite unified The Address Collective’s guest communications on its website, Instagram, and Facebook into a single management platform. Asksuite’s conversational Sophia AI interprets traveller intent and delivers real-time pricing quotes across any channel, at any time of day.
This point is central: the volume of conversations concentrated outside business hours is precisely what automation was designed to capture. It is not simply an engagement metric. It means the majority of direct revenue opportunities occur when no team member is available to respond. Automation stops being an operational convenience and becomes a condition for capturing active demand.
By activating social media marketing for hotels across Instagram and Facebook, the group began qualifying travellers at the discovery and consideration stages of the journey, not only when they accessed the group’s website directly.
Intuitive Interface and Agile Management
Through the AI Data Hub, one of Sophia AI’s modules, The Address Collective’s reservation team can update FAQs, adjust seasonal information, and introduce new content directly, with no dependency on external support.
The operational result is a highly automated setup: rather than manually handling repetitive queries, the team focuses on training the AI and keeping content current, ensuring that responses always reflect the true operational reality of each property.
Continuous Innovation and Long-Term Partnership
Asksuite maintains an active development cycle, with new features released on a regular basis, oriented toward the specific needs of hotel operations. For The Address Collective, this dynamic represents a long-term partnership advantage: the platform evolves in line with sector demands, without requiring the hotel to seek new solutions with every market shift.
The Direct Impact on Revenue and Efficiency
The Asksuite implementation at The Address Collective was more than a service improvement. It became a revenue engine with measurable impact on the group’s financial results.
The KPIs recorded in 2025 demonstrate the scope of the solution:
- 523% ROI generated in 2025 alone, consolidated throughout the year
- Nearly 6,000 automated quotes delivered, accelerating the booking decision without human intervention
- Over 50% of all conversations handled outside business hours, capturing demand that would otherwise have been redirected to OTAs and competitors
- Consolidated omnichannel engagement across their website, Facebook, and Instagram, managed centrally in a single platform
- Fully automated conversation management, with the team focused on strategic oversight
These numbers are not the result of a one-off implementation. They are the product of a sustained strategy, supported by a platform that operates autonomously and continuously.
The Revenue and Brand Director of The Address Collective followed the implementation and evolution of the Asksuite partnership closely. Her perspective directly translates the impact felt within operations and results:
“The ROI generated through Asksuite has been exceptional. In 2025 alone, the system generated nearly 6,000 quotes entirely autonomously, which had a direct positive impact on our financial results.
Having Asksuite operating 24/7 ensures we capture demand across all platforms, including social media and our website, at any time of day.
Over the years of our partnership, we have seen first-hand how Asksuite continuously invests in the platform, launching new features that make the hotelier’s work genuinely easier.
The intuitive interface makes it incredibly simple for our team to keep information up to date, and the excellent customer support has been consistent throughout our entire partnership. We are extremely satisfied with the service provided and would recommend Asksuite without hesitation.”
Mairead Delaney, Revenue and Brand Director, The Address Collective
See in practice how AI can drive your direct bookings. Schedule a personalised Asksuite demo.
Produced by Asksuite in collaboration with Pablo Mc Allister (Customer Success Enterprise)
