Case Study

Oasis and Paraty Tech balance direct channel sales

Daniel Romero

Paraty Tech · 8月 09, 2024

Oasis Hotels & Resorts is a leading hotel chain in Mexico, offering over 2,500 beds in the Mexican Caribbean. When they approached us, their primary issue was not the volume of sales but rather an imbalance between their direct sales channels.

Why it matters: The fundamental objective was to equalize the balance by reducing the disparity between direct channels. The easy part? Increasing web reservations. The real challenge? Achieving this without penalizing telephone reservations.

After only a year of collaboration, we have successfully shifted the balance between direct channels from 70% Voice - 30% Website to 55% Voice - 45% Website.

Top 3 Core Objectives: At Oasis Hotels & Resorts, 70% of direct bookings came from the voice channel, while only 30% came through the official website's booking engine. This situation was further complicated by price discrepancies between the two channels, and the opaque nature of the voice channel made it easy to lose control. In our opinion, it was a matter of integrating channels and technologies.

Balance direct channels: The primary objective was to equalize the share of direct channels without decreasing voice channel sales.
Rate unification: Due to the opaque nature of the voice channel, control over telephone booking prices was often lost, making it necessary to unify rates across all channels.
Increase online direct bookings: With rates unified and the voice channel under control, the third objective was to significantly increase bookings through the direct online channel.

"The great news is that we have shifted from 70% Voice - 30% Website to 55% Voice - 45% Website. The call center is growing at a slower pace, but the initial goal was to maintain its performance while the website's share increased. This is because control over prices was lost through the voice channel, as it is an opaque medium. The implementation of Call Seeker has had a lot to do with control over the voice, by matching prices 100% with what was offered through the website. Thanks to Call Seeker we have been able to undertake a unified rate loading, integrated with our loyalty programs, and, ultimately, regain control over the entire direct channel, online and offline."

Fernando Pereira

Chief Digital Officer

👍 Chief Digital Officer Fernando Pereira said that they've shifted the direct channels share:

"The great news is that we have shifted from 70% Voice - 30% Website to 55% Voice - 45% Website. The call center is growing at a slower pace, but the initial goal was to maintain its performance while the website's share increased. This is because control over prices was lost through the voice channel, as it is an opaque medium. The implementation of Call Seeker has had a lot to do with control over the voice, by matching prices 100% with what was offered through the website. Thanks to Call Seeker we have been able to undertake a unified rate loading, integrated with our loyalty programs, and, ultimately, regain control over the entire direct channel, online and offline."

⚖️ The selection process: During their research process, Fernando Pereira 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:

Chief Digital Officer Fernando Pereira said, about their decision: "We have experienced significant growth without impacting the voice channel at all. Digital marketing is also performing very well, but we especially highlight the substantial increase in conversion through social networks, where the ROI has increased tenfold. We are also very pleased with the analytical tools and the creation of custom dashboards, and we greatly appreciate having all payments unified on one platform, Paraty E-Payments. In conclusion, the fluidity, flexibility, and excellent technical support have been remarkable. The responsiveness and commitment of the Paraty Tech team have made us feel that they are now an integral part of our team."

📈 The results: Starting in October, the first results appeared. While the call center remained stable compared to the previous year (very good news), the direct online channel saw a modest yet promising increase in reservations of 14.8%, which has since consolidated into a trend of sustained growth over the past year.

We have successfully shifted the balance from 70% Voice - 30% Website to 55% Voice - 45% Web.
We have increased direct online bookings to an average of over 50%.
We have unified prices across direct online and offline channels at 100%.