Sarova Hotels captured new business and gained extra revenue after joining a HotelREZ niche marketing programme.
*Key results:
- Revenue: +16.3%
- Room nights: +17.5%
- Bookings: +11.3%
Sarova Hotels and HotelREZ Hotels & Resorts have been working together since 2020. After reaping the benefits of partnering with us for our services on the Global Distribution Systems (GDS), Alternative Distribution Systems (ADS), Channel Connects and Cvent, Sarova joined one of our niche marketing programmes in June 2024.
About Sarova Hotels
Sarova Hotels is a group of independently owned hotels and health clubs, all located in the UK. Focusing on 4-star luxury with an independent spirit, Sarova’s properties include The Rembrandt in London, The Abbey in Worcestershire, The Bull in Buckinghamshire and Sir Christopher Wren in Berkshire. With health clubs in London and Berkshire too, the brand is dedicated to exceptional customer experience, targeting a predominantly corporate market.
Sarova Hotels first moved its GDS business to HotelREZ in 2020, realising that HotelREZ offered more demand and marketing opportunities for business growth.
“We didn’t have to do any migrations or new set-ups,” explained Jon Siberry, Group Revenue Manager for Sarova Hotels. “HotelREZ just took over the management of our existing accounts. It was a no-brainer.” After this initial transfer of business, the hotel group joined additional HotelREZ marketing services.
Growth in the GDS
Sarova Hotels immediately saw improvements in the GDS channel under the guidance of HotelREZ, gaining better visibility with active promotion of products through sales, roadshows, agent relationships and consortia programmes. Furthermore, Sarova benefits from corporate travel programmes, especially via AMEX and CWT.
“As an independent hotel we couldn’t afford to be a partner of these channels for driving demand, but by being a HotelREZ partner we are part of their global programme,” commented Siberry. “HotelREZ has brought a dinosaur back to life for us. I really thought the GDS was a dying channel back in 2019, especially with corporations moving online – but I’ve gladly been proven wrong. It’s incredible how much business is available on the GDS.”
Exploring more revenue opportunities
Given the ease and success of the partnership with HotelREZ so far, Sarova was interested in the opportunity to explore one of the niche marketing programmes. These were developed by HotelREZ to enhance members’ visibility and drive incremental revenue. By promoting members to targeted segments and to thousands of agencies worldwide, the HotelREZ niche marketing initiative has led to an impressive increase in bookings.
“Within these niche marketing programmes, HotelREZ has about a dozen different inclusions, discounts or length of stay terms,” Siberry said. “We chose five rate plans that fit with all our hotels, and another one that fit two of our hotels as they offered free parking. Some of the rates don’t offer a discount – it’s just the best available rate with breakfast. But because it’s branded under this programme – it’s got a niche tagline and it’s promoted to HotelREZ sources – it brings that extra coverage that normal standalone rates don’t get.”
As a free, transaction-based programme with commission, it was an easy decision for Sarova. “I didn’t rush to load the rates, but in hindsight, I wish I had,” Siberry said. “We weren’t even halfway through configuring these niche marketing rates when bookings already started to come through. By the time we’d finished, the bookings were flooding in. There’s no doubt in my mind at all that these niche rates have stimulated a lot of business we wouldn’t have had otherwise.”
Our thoughts
“We developed our niche marketing programmes as an additional commitment to our members to enhance their visibility and profitability,” said Daniel Simmons, Chief Commercial Officer of HotelREZ. “Now into our fifth year of working with Sarova Hotels, we’ve helped the brand steadily drive bookings and revenue. When our members see tangible results while we nurture a solid working relationship, it means we can bring new opportunities that fit the unique goals of each and every property.”
With more than 20 years in business, HotelREZ draws on its vast experience and connections across the hospitality sector. As a result, we provide distribution, revenue, sales and marketing services and consultancy to more than 2,500 independent hotels and small hotel groups in over 40 countries. By gaining in-depth knowledge of our members and their needs, we can offer tailored solutions and expert advice that drives results.
A growing partnership
Given the success of the niche marketing programme, Sarova intends to continue participating, as well as explore other opportunities with HotelREZ.
“This niche marketing programme with HotelREZ has performed very well for us,” said Rajesh Vohra, Owner of Sarova Hotels. “As a hotel group, it’s important for us to drive our commercial aims through innovation and market expertise. HotelREZ has been a key partner in doing this. As an extension to our work together, we have recently launched our presence with the HotelREZ-owned Best Loved Hotels brand too, and look forward to seeing the results this brings.”
Since partnering with HotelREZ in 2020, the team at Sarova has been impressed with the service they’ve received. “The support has been miles better and more efficient than we had elsewhere previously,” Siberry said. “If I send HotelREZ a rate load, I’ll typically have it back within 24 hours. If I raise a ticket, I know the HotelREZ team is on it. They provide a lot of suggested solutions, and are very helpful and knowledgeable people. They also have good relationships with agents and consortia, many of which members of HotelREZ can join for free. I’d certainly advocate any other hotels to explore the services and opportunities HotelREZ can offer.”
For more information on Sarova Hotels, visit www.sarova.com
*Data is a year-on-year six-month comparison 01/07/2024 vs 01/07/2023 for HotelREZ Niche Marketing Programme.
