Yesterday took place the first session of RB Academy Live at Na Taconera Hotel with the presence of around twenty hoteliers from the area on the eastern side of Mallorca, a popular tourist enclave on the island.
RB Academy Live is born with the aim of educating and providing knowledge to hoteliers to raise awareness of the need and how to grow the direct channel of their establishments, in a forum that serves to exchange synergies and information within the sector.
Our colleagues from Roiback’s sales team in Spain, Jesús Bazán, Sales Manager Coordinator and Adrián González, Sales Manager, spoke mainly about the different tools to optimize the direct channel of their hotels.
During his talk, Jesus highlighted the changes that are taking place in the hotel sector through the unprecedented digital transformation in which we are immersed. He also stressed that, to be prepared to face the different challenges, it is simpler than it seems, and the most important thing is to choose appropriate technological suppliers in order to improve the distribution of their properties. Finally, and within the strategy to promote direct sales, Jesus spoke about the importance of loyalty to compete with the OTAs and the need to have a team with focus and commitment that firmly believes in the direct channel to achieve the annual objectives set.
Alternately, Adrián spoke about the role that must be given to the direct channel within the mix of hotel distribution channels. He announced some key aspects to grow the direct channel of hotels as the opportunity to achieve greater control of the product, price and marketing. He also stressed the need to know and identify the markets of origin of customers and use the tools to help reach them and noted that they should always be able to reserve the best rate or offer directly through the official website of their hotels. He also spoke about the relevance of having an optimal web solution and a booking engine adapted to mobile devices, easy to make reservations and sell. Finally, he highlighted the importance of investing in digital marketing to improve the positioning of their websites and the value of good management of the online reputation of their hotels in order to retain their guests.
The training event had the collaboration of DirectBeds Revenue & Coaching and the Hotel Association of Capdepera, which includes more than 80 hotels in the region in Cala Ratjada, Font de Sa Cala, Canyamel, Cala Mesquida and Capdepera. In this occasion, we were able to know firsthand the doubts and concerns of the hoteliers in the area at the gates of the high season and the challenges they face in this changing climate in the sector.