Case Study

SiteMinder opens the world of hotel technology to Siri Village Chiang Mai, from property developer to post-Covid hotel operator.

Jessica Mora

SiteMinder · September 24, 2026

Belfast Africa is a premier luxury concierge and property management company based in Accra, Ghana. Its portfolio includes three distinctive hospitality brands: Number One Oxford Street Hotel & Suites, a contemporary luxury hotel in the heart of Osu; Kwarleyz Residence, an exclusive all-suite residence in the Airport Residential Area; and The Vynyard, Accra, a boutique luxury property designed for travellers seeking privacy and comfort. Together, the three properties offer premium accommodation alongside bespoke travel, lifestyle and wellness services tailored to both business and leisure guests. 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 hotel 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.

"“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.