Jasmine City Group
Direct Channel Growth
December 17, 2024
Want to know how The Jasmine City Group (Thailand) generated +112% revenue compared to the best previous year of sales in the direct channel?
About Jasmine City Group
Jasmine City Group is one of the most elegant and sophisticated hotel chains for business and leisure travel in Bangkok.
The Group owns four properties located in the world-famous Sukhumvit district and guarantees comfort, good taste, and distinction that will make every trip an unforgettable and memorable experience.
Without a marketing or e-commerce focus, Jasmine City Group lacked a clear strategy for its direct channel and relied heavily on OTAs for its online distribution.
The challenge
· Identify the key levers of direct distribution.
· Renovate the website and implement a solid booking engine.
· Define a clear distribution strategy and maximize the share of direct bookings.
· Reduce dependence on OTAs and achieve a balanced distribution mix.
The solution
We gradually convinced our partner to assign a key contact person to manage the overall direct channel strategy and brand.com digital marketing. We ensured that the hotels started receiving quality traffic while protecting the brand through a combination of marketing actions (SEO, paid ads, metasearch). We closed the gap with the OTAs by implementing targeted offers and segmentation strategies. We supported them in launching the new "Jasmine Joy" rewards program with exclusive benefits for members.
The results
Testimonial
“The partnership with Roiback has been a game-changer, as their innovative solutions and the close support of our direct channel specialist have enabled Jasmine City Group to reach new heights of success. With Roiback by our side, we have not only increased direct bookings but also improved guest loyalty with KPIs that we had never achieved before.”
