This January, the Guardian reported that Spain ousted the United States as the second most popular destination worldwide.
With an estimated 82 million travellers taking in the sights, sounds and flavours of Spain last year, hoteliers may get complacent, and rely on the bookings to roll in by chance.
But hoteliers cannot rest on their laurels when it comes to driving direct bookings. Millions of inbound travellers mean that hotels should compete more, not less, to win their hotel bookings. Here’s how we’ve partnered with Único Hotels to achieve just that.
Único Hotels lives its name
‘Único’ means ‘unique’ in Spanish, and the Único Hotels team seeks to provide such an experience to their guests. The three properties in their portfolio—the Grand Hotel Barcelona, The Principal Madrid and Hotel Único Madrid—share common design elements and amenities, and have special outdoor spaces uncommon to other centrally-located properties in European cities. “Each of our three properties boast a lot of space for our guests to enjoy,” says Revenue Manager Félix Peláez, “such as terraces, rooftop bars, and garden areas, in addition to the rooms.”
Peláez has built his career in Revenue Management for hotel brands, and understands the importance of driving direct bookings. While Único Hotels has a multi-pronged marketing strategy, they sought a better, more targeted way of reaching potential guests. Enter Sojern’s RevDirect™ solution. The Único Hotels team has been using RevDirect since December 2017.
The team finds an ‘Único’ solution in RevDirect
Sojern’s RevDirect pinpoints in-market travellers who, based on billions of real-time search and booking intent signals, would be most receptive to messaging from Único Hotels. A two-pronged strategy of prospecting and retargeting means that Sojern can provide a full-funnel solution with RevDirect. And best of all? RevDirect is hassle and risk-free. The pay-on-the-completed-stay model ensures that the property only pays commission on the direct bookings that Sojern drove.
Sojern delivers more direct hotel bookings to Único Hotels
Between December and February, Sojern drove tens of thousands of Euros in direct booking revenue, and even more in bookings beyond February. In fact, direct booking revenue is up year on year 13% for The Principal Madrid, and 31% for Hotel Único Madrid, due to RevDirect (note: the political situation in Barcelona affected overall demand in the city).
Sojern and Único Hotels also have their sights set on the future of the relationship. They started with advertisements in English and Spanish, but this has grown to include German, Italian and French ads, for even more bespoke messaging. “We want to be as inclusive as possible for our guests, which means messaging to them in their language” continues Peláez, “and are very happy that Sojern is happy to work with us in order to achieve this.”
Interested in learning more about how RevDirect can work for your property? Get in touch now.