Urbana Sathorn reduces reliance on OTAs and increases direct bookings by 40%

Verified case study Hotel Tech Report has reached out to hoteliers at Urbana Sathorn to verify this case study.
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Located near the Silom Road business distinct Bangkok’s city center, Urbana Sathorn is a 5-star hotel full of luxury. With its 212 chic and spacious rooms and premium amenities, it is an ideal option for individual travellers and large family groups alike.
Why it matters: Urbana Sathorn was founded in 2008 and had been using an outdated property management system (PMS) that was difficult for employees to navigate. This meant that Phurithat Rujierdthananon, owner of Urbana Sathorn, struggled to garner insightful data.
  • In Q4 of 2021, Phurithat decided to modernize operations by replacing their legacy system with a cloud-based PMS.

Top 3 Core Objectives: Phurithat knew that a cloud PMS would make training new staff much easier and make their property more competitive online.
  • A modern work environment: With Cloudbeds, his 50+ staff can access information across their mobile devices, tablets, and laptops, making it easy to keep track of information without it getting lost.

  • Transparency of information: The simplicity of reporting and projections within Cloudbeds allows Phurithat to quickly interpret data to make informed decisions for his property.

  • Decrease reliance on OTAs: The Cloudbeds booking engine provides a seamless booking experience and price transparency across their website.


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Innovators Mentioned

Urbana Sathorn
Phurithat Rujierdthananon
Hotel Tech Report reached out to Phurithat Rujierdthananon who verified this case study.


Urbana Sathorn

"With Cloudbeds Rate Checker and Booking Engine, we can provide pricing transparency and encourage more guests to book direct."

Phurithat Rujierdthananon


👍 Owner Phurithat Rujierdthananon said that I look at my account balances pretty much every hour... I feel like now I am always one step ahead.:
  • "With Cloudbeds Rate Checker and Booking Engine, we can provide pricing transparency and encourage more guests to book direct."

⚖️ The selection process: During their research process, Phurithat Rujierdthananon evaluated Cloudbeds's product differentiators, customer support, and holistic value as a strategic partner and ultimately decided that Cloudbeds was the best fit solution:
  • Owner Phurithat Rujierdthananon said, about their decision: "I wanted to simplify complicated processes, make information more transparent, and allow newer generations to adapt to the system easily."

📈 The results: Urbana Sathorn's transition into a cloud-based PMS like Cloudbeds has modernized operations and has encouraged more guests to book direct.
  • Increase in direct bookings: Before the pandemic, 70% of Urbana Sathorn’s revenue was through OTAs, and today they now sit at 30%.

  • Ease of use: After successfully transitioning from their legacy PMS to Cloudbeds, Phurithat says that his team has given positive feedback, with operations running more smoothly than ever.

  • Increase in revenue: In just 6 months, Phurithat managed to increase his average daily rate (ADR) from 1300 THB to 2600 THB – a 100% increase.

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