Our biggest challenge is disintermediation, i.e. strengthening direct sales, together with customer loyalty. We know that it is quite easy to sell through OTA intermediaries, more difficult is to move bookings to our direct business. Bookassist has helped us and continues to help us with this, since in past years OTAs have had made up a high proportion of overall hotel revenue.
By 2022 we were at 12% direct online revenue, 65% direct offline revenue, compared to only 23% revenue from OTAs (arrival-based data).
Bookassist monitors our performance and has helped us identify the best strategy to pursue, while also keeping an eye on current trends for establishments like ours. We meet and talk to each other regularly to analyse the performance data and to study the steps to follow in order to achieve our goals.
Giulia, our Bookassist Client Success Manager, has helped us to master the tools provided, resulting in a steady growth in direct revenue by working through the strategy together. When something doesn’t work, we work with each other to find the right solution.
Compared to 2019, from the site alone, 2022 ended with +48% revenue (booking-based data). In 2023 the current results continue to be positive.
We are delighted with our collaboration with the Bookassist team. Their advice and prompt responses have been invaluable. Whether we contact them via phone, email, or live chat, they are always available and offer tailored proposals for every situation. Moreover, their expertise in managing and optimizing our campaigns has proven to be highly beneficial, optimizing our investments effectively.