Flamingo Motel, an Ocean City, Maryland landmark with 108 ocean-view rooms and family suites, has been welcoming generations of travelers for decades. Known for its friendly service and unbeatable location steps from the beach, Flamingo Motel has long been powered by roommaster, a partnership that has evolved alongside the property for nearly 30 years.
But when new ownership took the reins in 2024, they saw an opportunity: not just to refresh operations, but to reimagine how technology could drive growth.
Turning Legacy Dependence into a Modern Opportunity
The new management team conducted a full audit of their tech stack. The goal was clear, simplify operations, modernize systems, and improve profitability without losing the human touch guests loved.
Despite exploring alternatives, one constant stood out: roommaster’s proven reliability and evolving capabilities.
“It was no surprise that the previous management used roommaster for nearly three decades. The system was a perfect fit for our needs,” — Susie Conway, General Manager, Flamingo Motel
With roommaster, Flamingo Motel centralized everything, reservations, payments, and reporting, into one seamless platform. The result? Staff onboarding time dropped, and the property gained visibility into real-time performance data that had previously been locked in spreadsheets.
35% RevPAR Growth Through Smarter Revenue Management (Summer 2025)
Before adopting AI-driven pricing, the team at Flamingo Motel managed rates manually, updating two to three times a day across multiple channels. This reactive approach made it difficult to keep rates aligned, especially during summer peak weekends, concerts, and local events, so valuable revenue opportunities slipped through the cracks.
“Before using ampliphi with roommaster, I’m confident we were losing a lot of revenue with pricing opportunities,” — Susie Conway, General Manager, Flamingo Motel
In Summer 2025, following the launch of ampliphi and its native integration with roommaster, Flamingo switched on automated, AI-powered revenue management. ampliphi continuously monitors demand patterns, local events, and competitor rates, then writes recommendations and approved price updates directly into roommaster PMS. From there, roommaster instantly syncs those rates to OTAs via the Channel Manager and to the direct channel via the roommaster Booking Engine, ensuring rate parity and a consistent guest offer everywhere. And when guests call after hours, roommaster Concierge (AI) quotes the same live inventory and rates and can complete the booking, no voicemail, no missed demand.
The results were transformative:
- 35% increase in RevPAR during the Summer 2025 season
- Optimized pricing aligned with real-time market demand
- Rate parity maintained across OTAs and the roommaster Booking Engine
- Reduced manual workload, allowing staff to focus on guest experience
“We’re no longer stuck behind our computers doing spreadsheets. With AI doing the heavy lifting, we can focus on our guests,” — Susie Conway
By pairing roommaster’s operational reliability with ampliphi’s intelligent pricing engine, and extending those AI-driven rates consistently across the Booking Engine, Channel Manager, and AI Concierge, Flamingo Motel turned automation and data-driven insights into measurable revenue growth for the peak summer period.
AI That Works for Guests, and for Revenue
Flamingo was among the first to adopt roommaster Concierge, an AI front-desk voice agent that answers every call 24/7, handles routine questions, quotes live availability and rates from roommaster, and can complete bookings, so fewer inquiries slip to voicemail and more turn into reservations.
Automated coverage for after-hours and peak times, plus multilingual support, helped the team reduce missed calls and capture incremental bookings without pulling staff off the desk.
The result: faster responses, higher booking conversion from phone inquiries, and a noticeable uptick in repeat stays as staff spent more time with guests on property.
Modern Simplicity, Trusted Partner
For Flamingo Motel, modernization didn’t mean replacing everything, it meant evolving with the right technology partner.
“Absolutely, I would recommend roommaster to any independent hotel looking for an all-in-one inclusion system,” — Susie Conway
From a long-standing relationship built on reliability to a next-generation platform driving real revenue impact, Flamingo Motel’s transformation proves that modernization doesn’t have to come at the cost of identity, it can amplify it.
Looking Ahead
With its recent technology transformation, Flamingo Motel is set for sustained growth, blending the warmth of a family-run operation with the sophistication of a modern hospitality business.
roommaster remains more than a PMS, it’s the engine behind Flamingo’s next era of success.
The roommaster team have been able and willing to help us make sure all of our things are connected, that all of our channels are working together.
