Hotels in the Canary Islands increase sales by 40% through the direct channel

The technology company presented the new Roiback team in the Canary Islands and reviewed the year in two events held in Gran Canaria and Tenerife in front of a hundred people.

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• The loyalty program, Loyalty Pro, together with the solution, Mobilis Pro, and the meta-search engines as a very valuable sales channel, have led to a significant increase in direct sales in the Canary Islands.
  
• 23% of the sales of hotels working with Roiback are already made through cell phones.
  
• 58% of hotel sales with Loyalty Pro have been made through this tool during the month of August
  
• Sales generated by metasearch engines account for 15% of Roiback's total direct channel sales, with a steady upward trend.
  

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Roiback, a leading technology company in the management of the direct hotel sales channel, has announced that its portfolio hotels in the Canary Islands have increased their sales through the direct channel this year by more than 40% compared to the previous year. Data that contrasts with the figures published by the INE in April, indicating a 3% drop in hotel overnight stays. On this occasion, the direct channel is positioned as a channel that benefits when demand is lower, because it can behave differently thanks to its growth trend with a wider margin for development as it has not yet reached its maximum maturity in most cases.

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Rebeca González, Managing Director of Roiback, reported in the framework of the two events held last Wednesday 18 and Thursday 19 September, at the Hotel Vital Suites in Gran Canaria and at the Hotel Jardín Tropical in Tenerife, respectively, in front of a hundred hotel guests, that sales have increased significantly thanks firstly to the hotels themselves who have put the focus on beneficial distribution strategies for the direct channel, together with the help of the leading tools that Roiback has launched on the market in the last year and a half, such as the loyalty program, Loyalty Pro, and the solution for mobile devices, Mobilis Pro. "Twenty-three percent of hotel sales are already being made through mobile devices, which demonstrates the importance and solvency of this leading-edge solution in the travel industry."

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González also spoke about the emergence of loyalty programs in recent months and their important impact on direct sales. "In this month of August, 58% of hotel sales with Loyalty Pro have been made through this tool, which demonstrates its great usefulness, not only to collect leads, but also to improve the conversion of the hotel's website and, most importantly, of the metasearch engines, as they have been able to send the rates of their loyalty programs to the targets making them immediately more competitive."

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Regarding the clear upward trend in sales through the various metasearch engines, González said that "metasearch engines are a very valuable sales channel and at Roiback we already have more than 1,000 hotels connected, with sales generated accounting for 15% of the total direct channel".

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Presentation of the Canary Islands team

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During the event, the new Canary Islands team was presented, led by Eduardo Gómez de la Mata as Regional Manager; the recent incorporation of Javier Montoya as Direct Channel Specialist Manager; and Francisco Santana, Direct Channel Specialist. With the opening of the physical office in the region, Roiback seeks to offer all its customers a much closer and personalized service.

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The Canary Islands is one of the company's strategic markets where it already has more than 70 clients, such as Grupo Satocan, Lopesan Hotel Group, Grupo Golf Resort, Kn Hotels & Resorts, Hoteles López, XQ Hotels, My Way Hotels & Resorts, Coral Hotels and Luis Hoteles.

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González, who foresees a strong commitment to the Canary Islands, highlighted the importance of Roiback's expansion in the Canary Islands market, one of the most important destinations for the tourism sector: "The opportunities that the Canary Islands offer are unique. The efforts of our more than 70 clients in the region, who have made a firm commitment to the direct channel, have yielded very positive results, and we are convinced that they will be even better, as our leading technology is now joined by a much closer and more specialized service at the destination".

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Recognition of Roiback's successes over the past year

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The company projected a video illustrating some of the milestones achieved by Roiback in 2019, such as being awarded for the fourth consecutive year at the World Travel Awards; becoming the first company in Spain to integrate directly with Book on Google; or having launched this year BackHotel 5.0, the first accessible booking engine in Europe.

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