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

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

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• The loyalty program, Loyalty Pro, together with the solution, Mobilis Pro, and metasearch engines as a very valuable sales channel, have led to a significant increase in direct sales in the Canary Islands.
  
• 23% of sales from hotels working with Roiback are already made through mobile devices.
  
• 58% of hotel sales with Loyalty Pro were made through this tool during the month of August.
  
• Sales generated by metasearch engines account for 15% of total direct channel sales at Roiback, with a constant upward trend.
  

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Roiback, a leading technology company in managing the direct channel for hotel sales, has announced that its hotels in the Canary Islands have seen their sales through the direct channel increase this year by more than 40% compared to the previous year. These data contrast with the figures published by the INE in April, indicating a fall in hotel overnight stays of 3%. 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 of development as it has not yet reached its maximum maturity in most cases.

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Rebeca González, Managing Director of Roiback, reported within the framework of the two events held last Wednesday, September 18 and Thursday, September 19, at the Hotel Vital Suites in Gran Canaria and the Hotel Jardín Tropical in Tenerife, respectively, before a hundred hotel guests, that sales have increased significantly thanks first to the hotels themselves that have focused on distribution strategies that benefit the direct channel, together with the help of the leading tools that Roiback has launched to the market in the last year and a half, such as the loyalty program, Loyalty Pro, and the solution for mobile devices, Mobilis Pro. “23% of hotel sales are already being made through mobile devices, which demonstrates the importance and solvency of this cutting-edge solution in the tourism sector”.

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

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Regarding the clear upward trend in sales through the various metasearch engines, González stated 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 total direct channel sales”.

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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 clients a much closer and more personalized service.

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The Canary Islands constitute 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 Hoteles & Resorts, Hoteles López, XQ Hotels, My Way Hotels & Resorts, Coral Hotels or Luis Hoteles.

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González, who foresees a strong commitment in the Canary Islands, highlighted the importance of Roiback's expansion in the Canarian market, one of the most relevant destinations for the tourism sector: “The opportunities that the Canary Islands offer are unique. The effort of our more than 70 clients in the region, who have firmly committed to the direct channel, has 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 in the destination.”

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A recognition of Roiback's successes in the last year

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

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