10 years with Coral Hotels

The Coral Hotels chain, an emblematic company in the Canary Islands tourism sector with more than 30 years of history, and Roiback, an award-winning hotel technology company specializing in services and technology for the Direct Channel, have recently completed a decade in their relationship as partners in the management of direct sales for all the hotels in the chain's portfolio.

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Coral Hotels, with twelve hotel complexes located on the islands of Tenerife and Fuerteventura, offers a wide variety of establishments, allowing them to offer specialized products for families and adults only, as well as for those seeking sun and beach or for golf and nature lovers.

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A chain with values

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Coral Hotels is a chain involved in sustainability and sustainable tourism. The measures taken include support for local agriculture, prioritizing the purchase of zero kilometer products, the exclusive use of renewable electricity, courses for staff on sustainability and collaboration with environmentally friendly excursion companies, among others.

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Promotion of the local economy

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All Coral's suppliers are carefully chosen, taking into account ecological criteria. They promote the hiring of local suppliers and the consumption of proximity and zero kilometer products. In this way, they not only ensure the sustainability of the destination but also take care of their guests' experience by offering local products.

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Green&Smart by Coral Hotels, its sustainability program

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The Green & Smart program is the result of the hard work that Coral Hotels has been carrying out in the area of sustainability for more than 12 years, and with this project they offer a response to their clients' own demand.

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Coral Hotels is a pioneer in having all its establishments with Biosphere Sustainable certificates. An achievement that makes the chain a pioneer in this commitment to sustainability. In addition to the certifications, the project has generated the recognition of all social agents, awards from different entities and proposals such as those of the United Nations World Tourism Organization (UNWTO) and Oxford Impact Lab, which chose Coral Hotels for a pilot program of tourism sustainability.

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A solid partnership based on trust

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As Toni Omañas, Roiback's Regional Sales Director, points out, such a long-standing business relationship has gone through different phases with very exceptional cases such as the State of Alarm in 2020: "During the pandemic we all had to make great efforts and "out of necessity, virtue". Together with Coral Hotels we sharpened our ingenuity to the maximum to find ways to innovate with the little demand that existed. The idea was to reduce the impact of cancelled reservations as much as possible. To do this, at Roiback we developed in record time a "Travel Credit" format that made it possible to meet this great challenge and offer the postponement of the reservation instead of a refund."

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Direct Channel and a 10-fold increase in growth

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In 2014, it was common for hotel chains to entrust almost all of their inventory to touroperation and the guarantees and deposits offered by large distributors. Direct sales seemed interesting and attractive because of the concept and the promise of higher profitability. Although there was still no data to prove it, the property decided to go for it.

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In the last five years, the chain has increased its direct channel production almost tenfold through an ambitious short-, medium- and long-term growth plan with specific objectives and goals that have served as a roadmap.

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They started with a complete redesign of their website to convince and retain customers already in the first seconds of their visit to the site.

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Other key factors have been, on the one hand, the change in their pricing strategy in the online channel and, on the other hand, parity control. They made their pricing structure more flexible, which has helped direct sales to grow without preventing the more efficient intermediary channels from growing as well.

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Another important detail is that Coral Hotels, Revenue Management and Marketing departments work side by side. This synergy produces a greater agility to arrive on time, to be able to rectify the campaigns at the moment and to control both areas having a more complete information.

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Happiness in the Sun

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With a perfect location, very close to beautiful beaches or breathtaking natural landscapes that guarantee the best views, Coral Hotels is in the heart of the destination, but without losing the essence of a relaxing and revitalizing vacation. HAPPINESS IN THE SUN, is the corporate song that perfectly defines Coral Hotels.

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In the words of Toni Omañas, Regional Director Europe of Roiback: "We are very happy to celebrate 10 years accompanying Coral Hotels in its commercial evolution and obvious growth of the Direct Channel. Very proud to be part of the Coral Hotels family and very grateful for the trust of José Barreiro and sons who with all their team make it so easy for us day after day."

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"At Coral Hotels, the collaboration with Roiback has been fundamental for our evolution and technological adaptation", declares Roberto Barreiro, General Manager of Coral Hotels, "The professionalism, closeness and constant availability of their team have transformed each of our projects into remarkable successes. Roiback has not only established itself as an essential partner, but also as a good traveling companion in terms of adapting to our specific needs. Their experience and commitment give us the confidence we need to face future challenges and continue to innovate in the sector."

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For her part, Sandra Garcia, Director of Marketing and Revenue Management at Coral Hotels, who since joining the company in May 2019 has been in charge of driving direct sales, highlights Roiback's decisive influence. "Their multidisciplinary team has not only offered us effective and customized solutions, but has also enriched our approach with their proximity and exceptional treatment. I would undoubtedly highlight the efficiency and professionalism with which they manage each project, which has enabled us to achieve very positive results and consolidate our position in the market," says García.

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