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MAS Country launches brand refresh, prepares for new generation of travellers with SiteMinder

October 12, 2017 Hotel Developments No Comments Email Email

With the goal of delivering 50 regional properties along Australia’s east coast by 2018, fast-growing accommodation provider MAS Country has unveiled a brand refresh designed to more effectively attract, reach and convert today’s generation of travellers. The brand refresh is supported by the global hotel industry’s leading cloud platform, SiteMinder, which is providing MAS Country’s properties with pricing intelligence and a holistic distribution solution through the global distribution system (GDS), other third-party channels and a modern hotel website for direct bookings.

General manager James Donnelly says the brand refresh will help MAS Country to better support the many regional properties in Australia that are challenged with filling rooms in spite of increases in traveller numbers, especially from the corporate market.

“Guests today don’t book because of the sign on the street. Most book because you’re online or their local travel agent made the recommendation,” says Mr Donnelly.

“It’s for this reason the GDS, for example, is so important. With so many blue-collar guests coming into the towns for work, and typically booking extended stays, we’ve come to understand the corporate market so well and we know the GDS is the easiest, most efficient way a corporate travel company will book their people. It’s one thing to offer corporate rates and another for travel agents to see them.

“Accommodation in regional Australia has suffered, in part, from the inability to market itself.”

The broadened distribution provided by SiteMinder has significantly increased bookings for MAS Country properties, with a number reporting full occupancy for up to two nights a week. Bookings are coming from all chosen distribution channels, including online travel agency Ctrip which adds Chinese travellers – large investors in Australia’s resources sector – to MAS Country’s diverse business mix.

Bradley Haines, regional vice president – Pacific at SiteMinder, says, “SiteMinder is proud to support MAS Country, an important enabler of the dynamic accommodation scene within regional Australia. We congratulate the group on the successful refresh of their brand and their forward-looking approach to acquiring guests in today’s complex, ever-changing booking landscape.”

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