Hotansa and Paraty Tech Elevate the Direct Channel to Second in Sales Rankings

REVENUE MANAGEMENT

Hotansa and Paraty Tech Elevate the Direct Channel to Second in Sales Rankings

Hotansa and Paraty Tech have joined forces to transform direct hotel sales in Andorra. Since partnering in 2021, their collaboration has driven remarkable growth, setting new benchmarks for distribution strategies and positioning the direct channel as a key player in Hotansa's sales mix.

Why it matters: This success story is relevant to hoteliers because it demonstrates how strategic partnerships, advanced technology, and a data-driven approach can transform the direct booking channel into a primary source of revenue.

By showcasing Hotansa’s growth, this story offers a practical roadmap for other hoteliers aiming to elevate their direct sales while maintaining control over their distribution strategies. It provides actionable insights into optimizing distribution mix, leveraging technology, effective cost control and scaling for new markets.

Top 3 Core Objectives: Hotansa’s objectives were to strengthen their direct booking channel by enhancing their digital presence, optimizing their distribution mix, and reducing dependency on OTAs.

Strengthen Direct Channels: Make their official websites a central pillar of their sales strategy by improving user experience, leveraging Paraty Tech’s booking engine, and integrating advanced tools to boost direct reservations and reduce reliance on intermediaries.
Position Official Websites: Make their direct channel the number one sales source, even surpassing leading OTAs and national channels, solidifying their websites as the go-to destination for bookings in Andorra.
Optimize Their Distribution Mix: Balance their reliance on OTAs by aligning their distribution strategy with a competitive direct channel, reducing dependency on OTAs and, ultimately, increasing revenue and controling costs.

Innovators Mentioned

Hotansa

Paraty Tech

Gloria Paris

Sales Manager

Hotansa

Néstor Hernández

Marketing Manager

Hotansa

"Results with Paraty Tech are very successful, every year we improve our figures with them."

Gloria Paris

Sales Manager

👍 Sales Manager Gloria Paris said that Increase direct bookings:

"Results with Paraty Tech are very successful, every year we improve our figures with them."

⚖️ The selection process: During their research process, Néstor Hernández 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:

Marketing Manager Néstor Hernández said, about their decision: "Next year our goal is to position direct sales first, to be the first to sell our own product, and together with Paraty Tech we know it's possible."

📈 The results: The results are highly satisfactory, with official sites now ranking second in sales volume, tied with Booking at 12.5% market share. Additionally, the low cost per direct booking (4.2%) further highlights the success of the direct channel.

With a 12,5% share, Hotansa's direct channel has overtaken Booking and is already second best seller.
Hotansa has experienced a 54,5% increase in direct sales compared to the previous year.
Direct selling cost has gown down to 4,2% (engine commission + marketing), which is really low, specially if we compare it to the OTAs average cost (17,2%).