Success story
Zafiro Hotels
Description
Zafiro Hotels appears as a new brand in March 2017. A premium hotels brand in Mallorca’s best locations.
Zafiro Hotels combines 4- and 5-star hotels, focusing on high profile travellers with families and adults only. It boasts more than 2.900 rooms across 12 spectacular properties.
Hotelinking works in a completely automated manner and is performing a key role in our direct web sales strategy. After a few months, we have experienced a significant increase in direct bookings.
Maria Serra
Marketing Director
Background
Goal
One of the chain’s key goals is building a brand where the sales strategy is guest-centric. That is why Zafiro needed to have an in-depth knowledge of its guests, in order to develop a direct and long-lasting relationship. The expected result is to create a hotel brand with a strong segment of loyal guests through the direct web channel.
Solution
Zafiro Hotels chooses Hotelinking as a technological tool to achieve its strategic plans.
What Zafiro expected from Hotelinking
- Generating a verified quality data base of the guests that visit the chain’s 12 hotels.
- Creating a direct link between the brand and each guest to foster loyalty.
- Divert frequent guest bookings from the commissioned channel to the direct channel.
Result
The project
On July 15th 2017 our team of engineers implement the WiFi module in all hotels. Zafiro had Aerohive as WiFi technology. The integrations team had to develop the specific connection with the Aerohive version that Zafiro use.
At the same time, the Customer Success team activated and configurated Hotelinking for each hotel with the options and automation rules specific for each hotel.
Some of them are:
- Welcome gift for each guest in the WiFi portal.
- Satisfaction automation during the stay.
- Automated delivery of post-stay online reputation emails.
- Integration with Zafiro’s booking engine, to link promotions promo codes and sales tracking.
- Automation of birthday greetings to each guest with a gift linked to the corporate web.
Within 15 days, 100 % of the hotels were already active with Hotelinking.
Hotelinking offers direct support both to corporate and hotel-based associates from the very moment it is implemented and throughout the years while they are with us. In the case of Zafiro, we trained 3 people at the corporate office and the 12 hotel General Managers.
Value added by Hotelinking
+1K
Direct channel bookings by repeat guests
+2M€
Direct web channel sales by repeat guests
+400K€
Savings in commissions due to disintermediation
In addition to this, Zafiro Hotels has experimented many more benefits with Hotelinking:
- More than 53K surveys during the stay – Thanks to Hotelinking thousands of incidences have been solved in real time and the satisfaction of thousands of guests has been improved.
- Thousands of gifts automatically delivered to guests – these presents that guests connected to the hotel’s WIFI have received have strengthened the link between the brand and its guests.
- Thousands of new posts on Tripadvisor and Holidaycheck – These posts have positioned Zafiro hotels at the top of rankings, where they really deserved to be. In this way, Zafiro has experimented an increase on referred traffic and direct bookings from both portals.
Success stories
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