Sydney-based Roam Resorts is about to launch a new hotel referral system with some very major advantages for hotels looking to reduce marketing expenses.
The start-up website, www.roamresortsandhotels.com, lets resorts and hotels control their own room rates and inventory to gain commission-free business.
Roam has been designed to work in conjunction with the hotels to push consumers directly to the hotel’s brand website, bypassing the costs of third-party booking sites.
“Is this the start of a new web trend?” Roam Resorts director Greg Parkes asked yesterday.
“By the end of this year we would like to be helping at least 100 hotels get direct, commission-free business”.
Parkes, an Australian hotel industry veteran, went on to say that while commission-free business remained the holy grail for all hotels, often third parties controlled many hotels’ inventory banks and rates, “and in some ways the business, as for every room sold they take a sizeable chunk of revenue”.
“As everyone knows, this is why hotels are so keen to promote direct consumer bookings to their brand website.”
Roam will use image-rich content, user created content, social media, blogs and parallel marketing campaigns to increase a hotel’s distribution, with the goal of pushing qualified consumers to brand websites.
Parkes advises hotels, “Unlike nearly every other distribution channel with their high associated costs, Roam is an extension of your online marketing strategy, designed to give better nett rates and bottom line results.”
Edited by Peter Needham