Turkish hotel group, IC Hotels, claims it now achieves more than 18% of bookings from direct marketing campaigns and as a result reduced commission levels to 3%. IC Hotels has spent the past five years developing its online marketing strategy and has successfully developed a new approach to bookings which has grown revenue 1,500%*
The group invested time and resources in revenue management technology to boost and optimise distribution while leveraging more opportunities for gaining direct business to improve profits.
Working with BookLogic, the hotel group needed to boost sales and see where future bookings were coming from. As a result, the portfolio upgraded its property management systems by implementing BookLogic’s Smart Booking Engine to improve direct booking.
IC Hotels connected ChannelPass channel manager, in order to have flexibility in its channels, and integrated bespoke rate shopping data for each property with Hotel Compare Manager.
It was important that the technology products were fully integrated with the existing systems and were simple and easy to use for the existing management team. Each property can now change channels easily and quickly, while optimising rates and updating availability simultaneously to improve revenue performance.
“We increased our ADR and RevPAR values up until the close of 2015. Our rates grew approximately 15% in 2013, 19.5% in 2014, and has continued to grow by 5% in the last year,” said Mr Fuat Ersoy, business development and marketing sales director. “We review competitor rates in order to maintain our competitiveness and remain ahead in the market. This ensures we do not out price ourselves in any given market.”