Roiback revolutionizes the hotel direct channel in 2025 with a new generation of technology solutions

At Roiback, part of HBX Group, we reaffirm our commitment to increasing our customers' profitability with a series of innovations that redefine the booking experience, additional revenue generation and customer loyalty.

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The sale of experiences that personalize the stay, the emergence of new customers such as generation Z with very specific expectations and needs, the new luxury, data management and investment in technology are the major trends for 2025 in the hotel industry. Maximizing profitability and finding new sources of revenue has become a priority.

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New Booking Engine: efficiency, speed and conversion

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We have upgraded our booking engine to offer a faster, more intuitive and efficient experience, focused on maximizing conversion and facilitating the booking process.

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One of the most notable improvements is the new room selection layout, which incorporates a vertical carousel eliminating unnecessary tabs, allowing users to view rates more clearly and easily. In addition, technological optimization has reduced loading times by 60%, which translates into a more agile and efficient navigation.

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We have also implemented a new price display, which presents rates in a linear format, improving transparency and allowing for easier comparison. In addition to this, we have updated the filter design, which now offers a more intuitive navigation, making it easier to search for specific options according to the customer's preferences.

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In terms of loyalty, the new Loyalty Rates display highlights in a more attractive way the exclusive rates for registered customers, encouraging their conversion and increasing the recurrence of bookings. Thanks to all these innovations, the first results reflect an 8% increase in bookings and revenue, confirming the positive impact on profitability.

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Finally, the redesign of the marketing of add-ons has led to a significant improvement in user interaction with additional services, such as experiences or transfers. The new visual layout has achieved a 90.8% increase in the conversion of add-ons, consolidating this functionality as a key tool to increase the average value of bookings.

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ePayment Manager: Financial innovation to maximize revenues

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ePayment Manager facilitates efficient receivables management and a flexible approach, enabling hotels to differentiate themselves from the competition and improve their profitability.

One of the main benefits is the implementation of flexible payment plans, which encourage early bookings and significantly reduce cancellations.

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The data confirms the effectiveness of this strategy, with a 120% increase in the sale of flexible prepaid fares , improving cash flow.

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In addition, we introduced the new Prepaid & Token model, a simplified solution that facilitates the management of collections in a secure and efficient manner. This system reduces cancellations and improves control over payments, guaranteeing greater protection against non-payments and no-shows.

In addition, the automatic returns functionality streamlines the process of changes and cancellations, providing a better experience for both hotels and guests.

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BI Portal: Data intelligence for a competitive strategy

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The new demand and competitive analysis module enhances hoteliers' ability to make strategic, data-driven decisions. With a holistic view of the market, this innovation enables analysis of both searches within the booking engine and user behavior prior to arriving on the web.

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Detailed analysis of availability searches performed on the engine, cross-referencing this data with conversions and availability ratios, hotels can obtain key information on search and stay dates, request volume, availability and conversion rates, as well as specific insights on markets, average stays and advance booking.

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In addition, the new dashboard provides insight into user behavior before they reach the hotel's own website. The integration with Google Hotel Ads allows hoteliers to know what percentage the price of their direct channel is more competitive compared to other portals, correlating this information with conversion. It is also possible to measure the impression share, i.e. the frequency with which the direct channel is shown when customers perform a search.

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Trip Protection & Assistance. Boosting the sale of non-refundable fares.

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Our new cancellation and travel assistance insurance product is a solution designed to improve the sale of non-refundable rates (NREF) and offer greater peace of mind to both hotels and their guests.

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This tool provides multiple benefits:

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Reducing cancellations: By including cancellation insurance with non-refundable rates, hotels can encourage their sale by assuring the customer that they will recover their reservation in the event of unforeseen circumstances.

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Improved cash flow: By making prepaid rates more flexible and guaranteeing collection regardless of cancellations, hotels optimize their profitability.

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Greater security for guests: Travelers can enjoy their stay with coverage for medical assistance, repatriation, early return and civil liability.

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Additional revenue generation: The optional sale of insurance can become a source of extra income for the hotel.

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This product is now available with a customizable and adaptable insurance offer for each hotel and guest, as well as an easy integration with the booking engine.

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Dynamic Package: Powering the sale of dynamic packages

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Our dynamic flight + hotel package solution has proven to be a key strategy to increase direct sales, offering customers a better booking experience.

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Since most travelers require air transportation for their stays, offering this option directly from the hotel channel increases competitiveness and maximizes the profitability of the direct channel with a potential impact of up to 2.5% additional revenue over TTV.

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The hotel has full control over the sale of these packages from its direct channel, with no operational issues as our solution includes a 24/7 service desk for all packaged bookings.

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The adoption of this solution has led to a growth of up to 10% in direct sales. A case in point is Viva Hotels, which has experienced a 127% increase in revenue and a 78% increase in bookings since implementing this technology, reaching an impressive 16% share of direct sales by 2024.

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Our solution offers connectivity with more than 700 GDS and low-cost airlines, 24/7 customer service, full integration with the CRS and a 100% customizable fare structure.

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Digitized Contact Center: Optimizing voice channel conversion

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The voice channel has established itself as a strategic pillar in direct sales, already representing 20% of the total share. At Roiback, we have developed a comprehensive solution that maximizes the performance of this channel, combining advanced technology with specialized service.

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Our solution is based on two fundamental pillars: Booking Center, designed to manage, modify and optimize reservations from the reservations department, and a contact center service with specialized agents that operate as internal hotel staff, offering multilingual attention 24/7, 365 days a year.

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The results for 2024 reflect the impact of this strategy. Chains that use Booking Center exclusively have experienced 30% growth in revenue and 22% growth in the number of bookings, while those that combine Booking Center with the Call Center service have seen even more significant increases, with 65% more revenue and 76% more bookings.

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In addition, we introduced RB Quotes, an innovative module designed to reduce the Average Time of Operation (TMO) of Call Center & Back Office agents. This tool allows you to create, manage and send quotes from a single screen, with the possibility of including multiple hotels and rooms in the same quote, thus optimizing the conversion process.

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Loyalty Advance: A loyalty program designed to increase revenues

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Loyalty Advance not only strengthens customer relationships, but has become a key lever for hotel profitability and competitive differentiation.

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Our loyalty program is based on advanced strategies that allow us to attract and retain customers regardless of the channel through which they first arrived. The data prove it: in the chains that have implemented Loyalty Advance together with our strategic consulting, the results have been outstanding:

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• The ABV of members is 22% higher than that of non-members.

• The Lead Time of members is 40% higher than that of non-members.

• The average length of stay of members is 39% higher than that of non-members.

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Through our strategic consulting service, hotels can extract maximum value from their data, optimizing every interaction with customers and developing effective relationship marketing campaigns.  

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Roiback Digital: A marketing ecosystem to attract and convert more customers

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Digital marketing is a key pillar for the growth of the direct channel, and at Roiback we have been quick to adapt to changes in the digital ecosystem to ensure maximum profitability for our clients.

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Thanks to our quick adaptation to Google' s implementation of the new DMA regulations, we have been able to mitigate the impact on our clients, with a reduction in ad spend of -23% in Europe, while the level of bookings has remained stable, even achieving a slight improvement in CPA and ROI.

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In addition, with the elimination of the Google Hotel Ads commissionable model as of February 2024, we have developed strategic alternatives that allow hotels to continue to benefit from this channel without assuming the risk of CPC investment, thus ensuring greater profitability and control over their campaigns.

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Our digital marketing proposal is not only limited to clients with Roiback engine, but we have launched an independent digital marketing agency service, accessible to any hotel, regardless of the booking technology they use. This allows us to offer customized strategies that boost our clients' visibility and conversion in a highly competitive market.

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Finally, we have anticipated the future with initiatives designed for an environment without cookies, developing 1st party data, advanced attribution and smart targeting strategies that ensure our clients continue to reach their audience effectively in an ever-evolving digital ecosystem.

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A future of innovation and growth with the backing of HBX Group

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Belonging to a leading tourism group such as HBX Group gives us a unique competitive advantage, offering our clients a holistic view of hotel distribution. This holistic perspective allows hotels to define the perfect combination of channels, adapted to their characteristics, destination and business strategy.

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In addition, the strength and guarantee of belonging to a large group allows us to offer financial and technological stability, ensuring our customers access to continuous innovation, advanced security and top-level regulatory compliance.

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This combination of in-depth knowledge of the direct channel, adapted technology and the backing of a leading hotel distribution group consolidates Roiback as the ideal strategic partner for hotels seeking to maximize their profitability.