Metro Hotels celebrates 50 years in business, generates additional $1.6m in revenue with support from SiteMinder.

MARKETING

Fifty years in business is an exceedingly impressive achievement for Metro Hotels, especially in the Australian hospitality sector where the survival rate can be harsh. To remain 100% Australian owned and operated is an even rarer cherry on top. “It’s something we’re genuinely proud of,” says Carlie. “The hospitality industry is constantly changing, so to reach 50 years reflects the resilience of the business and the strength of the relationships we’ve built over time with owners, partners, team members and guests.” “We’ve seen a lot of change across five decades – shifts in travel trends, economic cycles, new technology and evolving guest expectations. Being able to adapt while staying true to our core offering is something we don’t take for granted.” Metro Hotels will be commemorating the anniversary throughout 2026 across various properties and digital channels to share history, recognise long-standing team members and partners, and also look ahead to what the future holds. With the upcoming opening of Metro Hotel Martin Place later this year, the timing is perfect to both reflect and plan for further growth.

Why it matters: With a diverse portfolio across multiple locations and property types, Metro Hotels was also operating across multiple technology systems. This increased overall costs and also hindered efficiency across the business.

If the success that had been built was to continue, the brand needed a consolidated solution that unified key processes and delivered greater visibility and data functions.

Top 3 Core Objectives: Metro Hotels ensures its properties are visible on the right channels and competitively positioned in the market, allowing them the best chance to drive maximum guest bookings and revenue.

Strengthening direct revenue performance: Enable complete control of metasearch presence and performance.
Simplicity and operational efficiency: Centralised visibility across the groups's portfolio.
Data-driven decision-making: Capitalise on market insights and distribution strategies.

Innovators Mentioned

Metro Hotels

SiteMinder

Carlie Tait

Group Ecommerce & Distribution Manager.

Metro Hotels

"In the first seven months, new distribution channels generated in excess of $900,000 in additional revenue, reflecting access to markets we were not previously reaching. SiteMinder has ultimately allowed us to achieve the balance between improving efficiency, strengthening third-party and direct performance, and creating a more sustainable cost model."

Carlie Tait

Group Ecommerce & Distribution Manager.

👍 Group Ecommerce & Distribution Manager. Carlie Tait said that the results from using SiteMinder to expand and optimise channel connections have been immense:

"In the first seven months, new distribution channels generated in excess of $900,000 in additional revenue, reflecting access to markets we were not previously reaching. SiteMinder has ultimately allowed us to achieve the balance between improving efficiency, strengthening third-party and direct performance, and creating a more sustainable cost model."

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

Group Ecommerce & Distribution Manager. Carlie Tait said, about their decision: "SiteMinder has ultimately allowed us to achieve the balance between improving efficiency, strengthening third-party and direct performance, and creating a more sustainable cost model."

📈 The results: The improvements in efficiency, visibility and control across their distribution have strengthened how they manage the portfolio day to day.

The topline impact of SiteMinder’s platform for Metro Hotels has been exceptional, with the group reporting an 8% increase in direct room nights for a $700,000 boost to direct revenue year-on-year, since implementing SiteMinder.
With Metro Hotels also using SiteMinder’s GDS and Multi-Property solutions, the added simplicity and operational efficiency has been significant for the group from a financial perspective.
Seeing stronger direct contribution, improved cost efficiency and greater confidence in how metasearch fits within its broader distribution strategy.