Abama Hotels
DIRECT CHANNEL
June 10, 2026
ABOUT ABAMA HOTELS
Over the past six years , Roiback has worked closely with Tropical Hoteles and to drive their digital strategy and establish direct sales as a key distribution channel.
A company specializing in luxury accommodations that aims to offer exclusive and personalized experiences, with a clear focus on service quality and direct interaction with guests. A highlight of its portfolio is Abama Hotels, a high-end resort in Tenerife comprising Las Terrazas de Abama Suites and Los Jardines de Abama Suites & Villas , strategically located in the south of the island. Additionally , the chain recently expanded its portfolio with the opening of the Gran Hotel Taoro, located in Puerto de la Cruz, in the north of Tenerife.
Abama Hotels combines luxury suites and villas, a stunning natural setting, and services focused on wellness, fine dining, and exclusive experiences, all designed to meet the expectations of international travelers. This resort has established itself as a leader in premium tourism in the Canary Islands, where Roiback has actively contributed to optimizing direct sales and enhancing its digital and technological approach.
THE CHALLENGE
Since the start of our partnership, Abama Hotels ’ main challenge has been to increase its overall profitability and establish direct sales as a strategic channel, reducing its reliance on third parties and strengthening its relationship with customers.
This goal required not only increasing the volume of direct bookings but also improving their quality by fostering customer loyalty, repeat business, and a more personalized experience. At Roiback, we have worked to implement solutions that enable the continuous optimization of the direct channel and maximize results, making us both your strategic and technological partner.
SOLUTIONS IMPLEMENTED
To address these challenges, Roiback has rolled out an ecosystem of integrated solutions designed to boost direct sales and profitability for Abama Hotels:
- Website and Booking Engine, as the foundation of the direct sales strategy.
- Direct channel strategy focused on sustained growth and profitability.
- Direct Channel Specialist (DCS) Advisory and Consulting Services: With a customized strategy developed in collaboration with the Roiback team and guided by our DCS (an expert in direct channel optimization and online marketing trends), the hotel transformed its direct sales into its primary source of revenue.
- Loyalty Program: We have implemented a system that encourages direct bookings by offering exclusive benefits to registered program members, thereby boosting repeat business and strengthening customer relationships.
- Optimization of the voice channel as a key component of the direct sales ecosystem: restructuring and integrating the Booking Center and Call Center to maximize telephone bookings, increase conversion rates for the direct channel, and enhance the value of each interaction. A centralized, performance-driven management approach that strengthens the customer experience, expands the hotel’s sales capacity, and directly contributes to the growth of direct revenue, in collaboration with thinkIN.
- Flight + Hotel: We offered bundled bookings that allow customers to book all-inclusive packages, boosting our competitiveness against third-party providers and increasing both conversion rates and average revenue per booking, thanks to our direct integration with Onlinetravel.
- ePayments Manager: We implemented an advanced payment and collection management and automation solution that has provided Abama Hotels with the flexibility, security, and control it needed, thereby improving conversion rates and profitability for the direct channel.
RESULTS
By 2025, the direct channel has established itself as the company’s primary sales channel. The direct channel has shown positive and sustained growth in recent years. The strategy implemented has supported the group’s growth and expansion. All the levers activated using this suite of Roiback solutions have yielded excellent results compared to 2024:
(Direct channel performance data from January 1 to December 31, 2025, compared with 2024)
+29.67% Production .
+32.91% Stays.
+6.71% increase in ABV.
+10.01% increase in average daily rate (ADR) for lodging.
In addition to these results, there has been an improvement in the quality of the business generated, with a net churn rate of 12.8% in 2025, reducing the impact of churn on TTV by 2.9 percentage points and consolidating a higher volume of actual revenue.
"Roiback has become a key technology partner for Abama Hotels. For years, they have supported us with personalized guidance, dedication, and nearly daily consulting, helping us strengthen and optimize our direct sales strategy. Thanks to this collaboration, we have achieved extraordinary results that improve year after year—results that are particularly significant for an island vacation destination and for a luxury product as complex as ours. Today, the direct channel is firmly established as our most profitable and strategic channel. We are very satisfied with the results achieved and consider Roiback to be an extension of our own team."
