Belfast Africa elevates visibility, occupancy and control via SiteMinder’s platform

MARKETING

Belfast Africa is a premium concierge and property management company based in Accra, Ghana, with a portfolio of distinctive residential hospitality properties. Its portfolio includes Number One Oxford Street Hotel & Suites, a contemporary luxury hotel in the heart of Osu; Kwarleyz Residence, an all-suite serviced residence in Accra’s Airport Residential Area, and The Vynyard, Accra, a collection of private executive residences in Cantonments designed around privacy, autonomy and comfortable long-term living. Together, the properties offer thoughtfully designed spaces for business and leisure travellers, extended stays, relocations and private escapes, complemented by Belfast Africa’s expertise in concierge, lifestyle and property management. We spoke with Lara Martey, Belfast Africa’s Digital Marketing Coordinator, who oversees the company’s online visibility, distribution strategy and digital performance across its portfolio.

Why it matters: Managing distribution, visibility and guest engagement across three unique brands requires technology that can scale with the business.

Belfast Africa aims to streamline these operations while maintaining the high standards of service each property is known for.

Top 3 Core Objectives: As Belfast Africa looked to strengthen its technology stack, the company focused on a few core requirements: real-time, reliable connectivity to key OTAs, smooth integration with its existing PMS and a single platform that could consolidate distribution, guest communication and performance reporting across all three properties.

Reduce manual work: Update rates and availability across all three properties in just a few clicks, with changes reflected across connected channels in real time.
Enhance metasearch visibility: Present on key metasearch sites like Google Hotel Ads, Trivago, and Tripadvisor, where high-intent travellers are actively comparing options. This gives the company’s digital marketing efforts a stronger foundation, with the attention of guests captured at the vital decision-making moments.
Seamless guest communication: Share timely updates and request feedback after departure, all within the same ecosystem. That makes it easier to maintain a consistent brand voice across three properties while building longer-term relationships throughout the guest journey.

Innovators Mentioned

Belfast Africa

SiteMinder

Lara Martey

Digital Marketing Coordinator

Belfast Africa

"“Honestly, for us, it’s become the central platform for managing distribution, guest communication and performance across our properties. The platform integrates well with our existing PMS as well as other hotel-management tools which keep our operations seamless.”"

Lara Martey

Digital Marketing Coordinator

👍 Digital Marketing Coordinator Lara Martey said that since adopting SiteMinder’s platform to manage its portfolio, Belfast Africa has seen a clear shift in how efficiently it can operate and grow the business:

"“Honestly, for us, it’s become the central platform for managing distribution, guest communication and performance across our properties. The platform integrates well with our existing PMS as well as other hotel-management tools which keep our operations seamless.”"

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

Digital Marketing Coordinator Lara Martey said, about their decision: "Demand Plus has also been a game changer in maintaining visibility across multiple metasearch platforms."

📈 The results: These gains have given Belfast Africa a more predictable and scalable operation, and the confidence to keep expanding its portfolio while preserving the elevated standard of service that guests expect.

Steady month-on-month growth in visibility and occupancy across three Accra properties.
Real-time, accurate updates across channels have sharply reduced the risk of overbookings and manual errors.
Training new team members is relatively easy since the interface is intuitive, and this saves considerable onboarding time.