SUCCESS STORY
How a three-star holiday hotel achieved 60% direct bookings

The challenge From tour operator to online sales

In the wake of the pandemic, direct bookings at this 3-star holiday hotel, located on the Mediterranean coast, accounted for just 15% of the total, with the business relying heavily on intermediaries.

This was a hotel that, until very recently, had been 100% managed by a tour operator, and which openROOM had helped to take control of its distribution and optimise it strategically. Now it was time to take it a step further: to support them in reducing their distribution costs.

The keys to success Revenue, web and digital marketing

For almost four years, work was carried out across three key areas: an advanced Revenue Management strategy to optimise prices and channels, the redesign of the website with a total focus on conversion, and the implementation of digital marketing initiatives aimed at attracting qualified demand and capitalising on the loyalty of returning customers

Absolute priority for the direct channel

We have implemented a strategy to ensure that the best price is always available on our official website, backed up by a comprehensive package of exclusive benefits designed to encourage direct bookings.

Website redesign

We redesigned the website to reflect the brand identity, optimise the user experience (UX) and clearly focus on increasing direct conversions.

“Strategic group management

We have reorganised group bookings, concentrating them during off-peak periods and avoiding the high season and periods of peak demand in order to maximise profitability.

Reputation management

We conducted an in-depth analysis of online reputation and customer feedback, and took action on operational processes that were affecting satisfaction and ratings

Maximización del inventario

Analizamos en detalle las tipologías de habitaciones y sus vistas, redefiniendo su propuesta de valor y activando estrategias de cross-selling.

SEM strategy

We run campaigns on Google Ads and Hotel Ads, combining brand protection campaigns with campaigns to attract new customers

SEO strategy

We developed an SEO strategy aimed at positioning the hotel as a leading establishment in its area, building organic authority and capturing demand in the early stages of the search process.

Email  Marketing

We manage and enhance the customer database, implementing email marketing strategies designed to build customer loyalty and generate repeat direct sales.