Venezia Palace increases online direct sales to 18% by diversifying sales strategy
Online bookings thrive for holiday resort Venezia Palace more than doubling its rewards from digital channels amid difficult economic markets and tourism depression in Turkey.
01 November, 2016: Venezia Palace redeveloped its sales strategy by concentrating on its online direct and multichannel bookings network. Even with still three months to go before the end of 2016 and as the hotel is due to close its doors on the summer season it has earned an increase of 18% in online direct sales.
|Direct Sales||2015||2016 (Jan - Aug: 8 mths)||Difference|
Within the first 8 months of 2016 the popular holiday resort has managed to improve its occupancy through third party channels with direct connections through ChannelPass by BookLogic to gain an increase of 68% in reservations.
|Online sales (exc direct)||2015||2016 (Jan - Aug: 8 mths)||Difference|
A growth of two thirds on 2015, with still time to go before the end of the season is proving that the online market is yet still in its infancy, as the global markets develop intelligent technology to share booking data instantly across multiple channels, providing live available inventory and sophisticated pricing patterns. This has reflected 2015's success when the account first transferred to BookLogic's management, growing direct sales revenue by 260% and evolving online sales 2.5 times its value on 2014.
Online booking and reservations growth for Venezia Palace has earned greater confidence to develop this as a lead channel. A 51% increase in overall online bookings shows the further potential available to this hotel resort and the Turkish market.
|Online Direct vs Indirect||2015||2016||Difference|
Revenue growth has reinforced the decision to shift the focus to online sales, allowing the hotel to be more independent, relying neither on one channel nor on one market. Venezian Palace now has access to European and Russian direct markets while also managing to reach its domestic market through smartphone bookings, optimising a direct booking channel through BookLogic's Smart Booking Engine and multiple channels through it's ChannelPass channel manager.
This has been proven with a growth of revenue from online channels by over 370%. BookLogic leapt into action in early April 2015 by implementing the booking engine and channel manager. By the close of last year the online sales network revenue had jumped well over 100% and within the last few months continued with its growth trajectory.
"While markets are tough we are showing that there is business out there and we are going to get it for you. Traditional channels are unable to deliver consistently, the network is slowing as a result of responding to political and economic problems in the market, while online channels are more flexible and adaptable and are able to capture new customers across a wider sales network." said Oral Yigitkus, CEO, BookLogic.
"The numbers of bookings and reservations from online sales is growing rapidly, BookLogic is proving to be the perfect tool and partner. The first aim we had was to create reservations from our own website. The rest of the OTAs are doing a lot of marketing on our behalf and they are bringing more booking success for us now, but we need to create more direct sales." said Mr Baris, assistant sales and marketing manager, Venezian Palace.
For details on how Mr Baris approached his sales strategy for Venezian Palace, please see the full case study : http://www.booklogic.net/case-studies/venezian-palace-case-study
BookLogic is an award-winning customizable software solutions and marketing services provider for hotels and online reservation systems for the travel industry. Independently owned, the company was established in 2004, launching full operations in 2009, with headquarters in Germany, and offices in Turkey and Dubai. In 2015 BookLogic was awarded World Travel Award for World's Leading Travel Technology Innovation and nominated for Europe's & World’s Leading Hotel Booking Solutions Provider. BookLogic currently services over 1,500 hotel properties supported by over 30 staff members.