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 that specializes in services and technology for the Direct Channel, have recently celebrated a decade of partnership in the direct sales management for all hotels in the chain's portfolio.

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

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A chain with values

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Coral Hotels is a chain committed to sustainability and sustainable tourism. Among the measures taken are support for local agriculture, prioritizing the purchase of zero-kilometer products, the exclusive use of renewable electricity, the holding of courses for staff on sustainability, and collaboration with excursion companies that respect the environment, 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 local and zero-kilometer products. In this way, they not only ensure the sustainability of the destination but also take care of the experience of their guests 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 realization of the hard work that Coral Hotels has been doing in the field of sustainability for more than 12 years and with this project they offer a response to the demand of their customers.

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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 recognition from all social agents, awards from different entities and proposals such as those from the United Nations World Tourism Organization (UNWTO) and Oxford Impact Lab, which chose Coral Hotels for a pilot program on tourism sustainability.

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A solid collaboration based on trust

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As Toni Omañas, Regional Sales Director of Roiback, indicates, such a long-standing commercial 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 minimize the impact of the cancellation of reservations. To this end, at Roiback we developed a “Travel Credit” format in record time, which made it possible to face this great challenge and offer the postponement of the reservation instead of the refund.”

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Commitment to the Direct Channel and growth multiplied by 10

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In 2014, hotel chains commonly entrusted almost all their inventory to tour operators and the guarantees and deposits offered by large distributors. Direct sales seemed interesting and attractive due to the concept and the promise of higher profitability. Although there was still no data to prove it, the property decided to bet on it.

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In the last five years, the chain has increased the production of the direct channel 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 within the first few seconds of their visit.

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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 streamlined their rate structure, which has helped direct sales grow without preventing the most efficient intermediary channels from doing so as well.

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Another important detail is that the Revenue Management and Marketing departments at Coral Hotels work side by side. This synergy produces greater agility to be on time, to be able to rectify campaigns on the spot, and to control both areas with 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 stunning 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 and perfectly defines Coral Hotels.

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In the words of Toni Omañas, Regional Director Europe at Roiback: “We are very happy to celebrate 10 years of 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 e hijos who, with their entire team, make it so easy for us day after day.”

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"At Coral Hotels, the collaboration with Roiback has been fundamental to 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 notable successes. Roiback has not only established itself as an essential partner but also as a good travel companion in terms of adapting to our specific needs. Their experience and commitment provide us with the necessary confidence to face future challenges and continue innovating in the sector.”

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For her part, Sandra García, Director of Marketing and Revenue Management at Coral Hotels, who since joining the company in May 2019 has been in charge of promoting direct sales, highlights Roiback's decisive influence. “Their multidisciplinary team has not only offered us effective and personalized 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 allowed us to achieve very positive results and consolidate our position in the market,” says García.

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