Case Study

Landmar’s Direct Sales Grow +775% Since 2021 with Paraty Tech

Daniel Romero

Paraty Tech · יוני 25, 2026

Landmar Hotels partnered with Paraty Tech in 2021 to grow its direct channel in a destination dominated by tour operators. Four years later, direct sales have grown +775%, and the trend keeps accelerating.

Why it matters: In a tour operator-driven market like the Canary Islands, building a competitive direct channel requires more than a booking engine. Landmar's case proves that the right technology ecosystem can systematically reduce intermediary dependency and unlock new revenue streams.

Paraty Tech provides Landmar Hotels with a fully integrated direct sales stack: a customized booking engine with native Hotel + Flight packaging, real-time rate parity control, a loyalty program, digital marketing campaigns, and 24/7 call center coverage via Ring2Travel, all designed to compete head-to-head with traditional package holidays.

Top 3 Core Objectives: Landmar needed to reduce its dependence on tour operators, diversify source markets, and improve conversion across all direct channels, both online and voice.

Reduce tour operator dependency: Position the official website as a real alternative to package holidays by offering competitive dynamic packages combining hotel and flight directly through the direct channel.
Diversify international source markets: Capture new international demand, particularly from the UK, Ireland, and the Netherlands, that previously only converted through tour operator channels.
Improve direct channel conversion: Optimize the booking funnel and strengthen the voice channel to increase conversion rates across both online and phone sales touchpoints.

"In a tour operator-driven destination like the Canary Islands, direct bookings keep gaining ground"

Francisco Quintero

Sales & Marketing Director

👍 Sales & Marketing Director Francisco Quintero said that Even in one of Europe's most intermediary-dependent markets, a well-executed direct channel strategy consistently delivers results.:

"In a tour operator-driven destination like the Canary Islands, direct bookings keep gaining ground"

⚖️ The selection process: During their research process, Francisco Quintero evaluated Paraty Tech's product differentiators, customer support, and holistic value as a strategic partner and ultimately decided that Paraty Tech was the best fit solution:

Sales & Marketing Director Francisco Quintero said, about their decision: "The results reflect the efficiency and profitability of our partnership"

📈 The results: Since 2021, Landmar's direct sales have grown +775%. In 2025, the trend continues: +14% total direct bookings year-over-year, +0.4% booking engine conversion, and significant growth across key international markets.

Direct sales grew +775% since the partnership began in 2021, with +14% total growth in 2025 vs. 2024 across both the official website and voice channel.
Key international markets recorded strong year-over-year growth: Netherlands +51%, Ireland +23%, and UK +16% (2024 vs. 2025)
Hotel + Flight guests book significantly longer stays (7.7 nights) compared to room-only reservations (5.28 nights), increasing average booking value and channel profitability.