Success Story: Oasis and Paraty balance the scales of direct channels
Projects 10/07/2024
Oasis Hotels & Resorts, a leading hotel chain within the Mexican territory, has 9 establishments distributed between Cancun and Tulum, with a total of more than 2,500 beds in the Mexican Caribbean. Seven of these accommodations are categorized within what is traditionally known as All Inclusive Resorts, while the remaining two are urban hotels.
Download the Success Story here.
Having just completed one year since the beginning of this collaboration, we only have words of gratitude for this client who, although he has significantly raised the level of demands, has been fully involved with the project from the first moment, making a TEAM with us.
Oasis Hotels & Resorts has pushed us to strive like never before, but it has also made us better, it has helped us grow, to evolve. In every sense. We always say that work well done pays off and, to a large extent, thanks to them, we have established ourselves in the destination as the booking engine that manages the most beds in the Cancun hotel zone.
If there is a client who gives the voice channel the importance that we know it deserves, without a doubt, it is this one. In fact, the main problem that Oasis Hotels & Resorts had when it came to us was not so much sales volume, but rather an imbalance between direct channels, and the consequences derived from it, such as lack of control, or the absence of unity, in the tariff structure.
At Paraty Tech we are very clear that the telephone is a central pillar of the hotel direct sales strategy, and that, in some cases, it can represent more than 25% of total reservations. But this case was different. Here, 70% of direct bookings came from the voice channel, and only the remaining 30% came through the official website's booking engine. A situation to which was added the difference in prices between both channels, and due to the opaque nature of the voice channel, it is easy to lose control. In our opinion, it was a question of integration of channels, of technologies, in short.
“The objective was not to lose sales in the voice channel, but to balance the balance with online sales, which were much lower.” Fernando Pereira, Chief Digital Officer Oasis Hotels & Resorts.
Therefore, here the fundamental objective was none other than to equalize the balance, that is, to reduce the difference in share between direct channels. The easy thing? Increase web reservations. The real challenge? Achieve it without telephone reservations being penalized.
Oasis Hotels & Resorts opted for our technology with all the consequences and we are very grateful for the vote of confidence. Thus, currently we provide you with:
However, starting in October, the first results appeared. And while the call center remained stable compared to the previous year (very good news), the direct online channel registered a timid, but hopeful, increase in reservations of 14.8%, which ended up consolidating itself as a trend of sustained growth over the last year. over the following months:
Call Seeker is already one of our most successful releases. This tool, designed to facilitate hotels' transition to professional telephone service, and integrated with the booking engine, payment gateway, loyalty programs and CRM, allows them, among many other things, to make quotes and send pre-booking links. The data speaks for itself: up to 65% of all quotes end up becoming a reservation.
With Oasis Hotels & Resorts, its usefulness has been demonstrated for the umpteenth time and, as Fernando tells us, it has played a decisive role in this success story: “The implementation of Call Seeker has had a lot to do with control over the voice, by matching prices 100% with what was offered through the website. Thanks to Call Seeker we have been able to undertake a unified rate loading, integrated with our loyalty programs, and, ultimately, regain control over the entire direct channel, online and offline.”
Moving forward hand in hand with clients like Oasis Hotels & Resorts pushes us to make our solutions more effective tools, because from each particular request satisfied, all our clients end up benefiting. We find reliable proof of our ability to adapt in the fact that, from this project alone and in less than a year, the following innovations have been developed:
Download the Success Story here.
Having just completed one year since the beginning of this collaboration, we only have words of gratitude for this client who, although he has significantly raised the level of demands, has been fully involved with the project from the first moment, making a TEAM with us.
Oasis Hotels & Resorts has pushed us to strive like never before, but it has also made us better, it has helped us grow, to evolve. In every sense. We always say that work well done pays off and, to a large extent, thanks to them, we have established ourselves in the destination as the booking engine that manages the most beds in the Cancun hotel zone.
Challenges and objectives
If there is a client who gives the voice channel the importance that we know it deserves, without a doubt, it is this one. In fact, the main problem that Oasis Hotels & Resorts had when it came to us was not so much sales volume, but rather an imbalance between direct channels, and the consequences derived from it, such as lack of control, or the absence of unity, in the tariff structure.
At Paraty Tech we are very clear that the telephone is a central pillar of the hotel direct sales strategy, and that, in some cases, it can represent more than 25% of total reservations. But this case was different. Here, 70% of direct bookings came from the voice channel, and only the remaining 30% came through the official website's booking engine. A situation to which was added the difference in prices between both channels, and due to the opaque nature of the voice channel, it is easy to lose control. In our opinion, it was a question of integration of channels, of technologies, in short.
“The objective was not to lose sales in the voice channel, but to balance the balance with online sales, which were much lower.” Fernando Pereira, Chief Digital Officer Oasis Hotels & Resorts.
Therefore, here the fundamental objective was none other than to equalize the balance, that is, to reduce the difference in share between direct channels. The easy thing? Increase web reservations. The real challenge? Achieve it without telephone reservations being penalized.
From 70-30 to 55-45
Oasis Hotels & Resorts opted for our technology with all the consequences and we are very grateful for the vote of confidence. Thus, currently we provide you with:
- Booking engine
- Paraty Digital Suite (SEM management and social networks)
- Paraty Metas (metasearch management)
- Paraty Loyalty (loyalty program)
- Price Seeker (rate shopper)
- Call Seeker (voice channel management)
- Business Intelligence
However, starting in October, the first results appeared. And while the call center remained stable compared to the previous year (very good news), the direct online channel registered a timid, but hopeful, increase in reservations of 14.8%, which ended up consolidating itself as a trend of sustained growth over the last year. over the following months:
- November 2023 / +64.7% vs 2022
- December 2023 / +40.7% vs. 2022
- January 2024 / +45.6% vs. 2023
Call Seeker, improvised protagonist
Call Seeker is already one of our most successful releases. This tool, designed to facilitate hotels' transition to professional telephone service, and integrated with the booking engine, payment gateway, loyalty programs and CRM, allows them, among many other things, to make quotes and send pre-booking links. The data speaks for itself: up to 65% of all quotes end up becoming a reservation.
With Oasis Hotels & Resorts, its usefulness has been demonstrated for the umpteenth time and, as Fernando tells us, it has played a decisive role in this success story: “The implementation of Call Seeker has had a lot to do with control over the voice, by matching prices 100% with what was offered through the website. Thanks to Call Seeker we have been able to undertake a unified rate loading, integrated with our loyalty programs, and, ultimately, regain control over the entire direct channel, online and offline.”
General conclusions
Moving forward hand in hand with clients like Oasis Hotels & Resorts pushes us to make our solutions more effective tools, because from each particular request satisfied, all our clients end up benefiting. We find reliable proof of our ability to adapt in the fact that, from this project alone and in less than a year, the following innovations have been developed:
- Refactoring of Loyalty Programs, which are now more flexible and scalable
- Integration with Xerpa, which will allow us to insert a Social Login in any solution
- Sale of independent services, such as the Day Pass
- Call Seeker optimization, with new features such as multi-quoting
- Integration of the Stripe payment gateway with the implementation of a multitude of detailed business rules
- Booking engine: We have grown a lot without harming the voice channel at all.
- Call Center: It is growing somewhat slower, but the objective in this first phase was to maintain itself, and we have achieved it.
- Digital Marketing: In general, it is working very well, but we especially highlight the brutal increase in conversion through social networks, where the ROI has multiplied by ten.
- Call Seeker: It has played a determining role in the unification of rates and control of the direct channel, both online and offline.
- Business Intelligence: We are very happy with the analytical tools and the creation of custom dashboards.
- Payment gateway and Paraty E-Payments: We highly value being able to have all payments unified on one platform, Paraty E-Payments, as well as the ease of integrating all the super detailed business rules (seasonal, partial payments, etc.), created through our system, which have avoided problems, such as Stripe not charging again if the customer rejects the payment. In this sense, we would like to highlight the great work of the Paraty Tech technical team.
- Customer service: Fluidity, flexibility, great technical support, direct contact... We have had as many meetings as required and maintained regular weekly calls every Wednesday to improve processes. The willingness and commitment have been full, and the feeling we have, due to their agility in response, is that the Paraty staff is now part of our team.
