Hotansa and Paraty Tech take the direct channel to second position in sales volume

Revenue 12/09/2023
Hotansa, a hotel manager with 18 establishments located in different destinations in Andorra, and Paraty Tech, a company that provides services to hotel establishments with the aim of boosting their direct sales, joined their paths in 2021, when they decided to lay the foundations for a comprehensive collaboration.

The project included the design and development of the official websites of each establishment and the group's corporate page, all of them equipped with the reservation engine of the technology company located in Malaga, and the contracting of other products such as Price Seeker (platform price intelligence), Paraty Digital Suite (digital marketing) and Paraty Metas (metasearch engine management).

In the words of Gloria Paris , commercial director at Hotansa, “every year with Paraty Tech we have improved our numbers.” A statement fully aligned with the results obtained in the 2022-2023 winter season , which reflect an increase of 54.5% in direct reservations compared to the same period of the previous year.

Not in vain, as Daniel Sánchez , CRO at Paraty Tech, comments, “this data is very positive, but it is not the only one to be proud of.” And, thanks to Hotansa's balanced distribution mix, between both entities, combining know-how, technology and efforts, they have achieved that the direct channel , with a 12.5% share , rises to second position in volume of sales, equaling the main OTA and only below the number one national channel in ski travel.

Still, far from settling, "this year our goal is to position direct sales first, to be the first to sell our own product," says Néstor Hernández , marketing manager of the hotel management company, who sees the increase in the budget in digital marketing one of the keys to achieving this, trying to reach an audience located one or two levels lower in the sales funnel, and enhancing the relevance of markets such as the British, French or German.

A strategy that they believe they can afford due to their careful control policy, which has led them to maintain the average cost per direct reservation at very low levels, around 4.2% , and to invest 24% less than estimated in platforms. such as Google Ads and Google Hotel Ads. A situation consistent with the metrics and analytics they manage, which indicate that almost 70% of sales come from organic traffic.

The ultimate goal, Gloria concludes, is none other than “positioning Hotansa as the best option in Andorra, placing the direct channel, our official websites, in first position in sales volume, even if it entails a higher average cost per reservation.”